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Voluntary Blood Donors vs. Nondonors Empirical Evidence from Poland, and Implications for the Donor Relationship Management
Abstract
Ensuring a steady blood supply still remains a challenge for health care and blood collection organizations. One way to attack the problem is through donor relationship management, which should be founded on a profound understanding of donors to design an effective strategy for attracting and retaining viable prospects. Drawing on the literature review, the authors hypothesized and provide empirical evidence that donors and nondonors would differ in terms of selected attitudes, personal values, the self-concept, the level of altruism, and the perceived donor value (inspired by the customer value). Using the authors' and others' findings, one can design a relationship process focusing on persuasive messages, relationship bonds, the organization's interface, as well as the offering.
Keywords:
Blood donation , Social marketing , Relationships with customersDownload files
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No. 15 (2019)
Published: 2019-12-31
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.