JOURNAL ARTICLE

The Interactive Effect of Physician–Hospital Organization and External Environment on Patient Satisfaction.

  • Published In: Journal of Marketing Research (JMR), 2026, v. 63, n. 3. P. 560 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Hirunyawipada, Tanawat; Zolfagharian, Mohammadali; Pan, Yue; Chaudhuri, Malika 3 of 3

Abstract

This article examines the impact of physician–hospital organizations (PHOs)—a hybrid joint venture governance structure between hospitals and independent physicians—on patient satisfaction in the U.S. health care industry. Using transaction cost analysis and a multiyear panel dataset of 19,134 hospital-year observations, the study finds that PHOs generally enhance patient satisfaction with hospital services, particularly in markets characterized by intense hospital competition, high mortality rates, urban settings, and elevated unemployment. The research highlights that PHOs mitigate performance uncertainty by fostering clinical integration, care coordination, and aligned incentives between hospitals and physicians, which in turn improves patient experience and indirectly increases patient recommendation of hospitals. These findings offer strategic insights for hospital administrators on when PHOs are most effective and contribute to the literature on governance structures, joint ventures, and customer satisfaction in health care.

Additional Information

  • Source:Journal of Marketing Research (JMR). 2026/06, Vol. 63, Issue 3, p560
  • Document Type:Article
  • Subject Area:Social Sciences and Humanities
  • Publication Date:2026
  • ISSN:0022-2437
  • DOI:10.1177/00222437251401909
  • Accession Number:193488436
  • Copyright Statement:Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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