In Kenya despite the devolved health services, there is a growing concern about the poor quality of health services rendered to the county population, even though the Ministry of Health (MOH) policy endeavors to advocate for improved services. Whereas there has been an attempt to improve the situation, it seems not much has been achieved in raising the quality of service in public health institutions and this is compounded by limited information on the factors that ail the delivery of quality service in the public health sector in Kenya. Thus, the general objective of this study was to establish the effect of market orientation on service delivery among county referral hospitals in NOREB (Uasin Gishu, Nandi, Elgeyo Marakwet, Trans Nzoia, Baringo, West Pokot, Turkana and Samburu counties). The study was informed by the industrial Organization Theory. The study adopted cross-sectional survey research design and the target population was 432 employees from the only three county referral hospitals located in the three counties; Trans Nzoia, Nandi and Elgeyo Marakwet which include: Kitale Hospital, Kapsabet Hospital and Iten Hospital. Stratified random sampling approach was used to select a sample size of 205 employees. Questionnaires were used to collect primary data. Construct, convergent and discriminatory validity were tested. Cronbach’s Alpha was used in estimating internal consistency reliability. Descriptive (mean, percentages and frequencies) and inferential statistical analysis were used to test hypothesis using multiple regressions. The study findings indicated that market orientation has a positive and a significant effect on service delivery among county referral hospitals in NOREB (?1=0.182, p<0.05. The study concluded that the organization should know the demands and requirements of their customers. There is evidence from the study indicating that market orientation has a positive and significant effect on service delivery in county referral hospitals in NOREB. There is need therefore, county referral hospitals to have clear policies on market orientation.
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Author Name: Consolata Chepchirchir and Geoffrey Kiptum Kimutai
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Keywords: Effect, Market, Orientation, Service, Delivery.
ISSN: 2664-049x
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