an investigation of the effect of customer orientation of service and health institutions on strategic innovation (a case of nikan hospital)

the aim of this study is investigation of the effect of customer orientation on strategic innovation in nikan hospital, which considered as an applied research and the research methodology as descriptive and based on survey. the population consisted of hospital managers and customers of nikan hospital; customers were unlimited and managers population consisted of 20 person and the number of managers with the morgan sampling table selected as 19 samples for use in inferential statistics, in total, 349 samples selected so for decreasing the number of responses, 350 correct questionnaire were analyzed in total. in this study, stratified random sampling method was used, in this research, internal customer orientation questionnaire was completed by managers and other sectors of questionnaires completed by customers, results showed significant positive effect of customer orientation on strategic orientation.