Donor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.

Faced with the increasing demand for blood and greater restrictions on ensuring the safety of transfusions, voluntary donation is currently the only and best alternative for the health system to have a sustainable and safe blood supply. In this context, one of the primary strategies of blood transfu...

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Autores principales:	Josefa D Martín-Santana, María Katiuska Cabrera-Suárez, María de la Cruz Déniz-Déniz, Eva Reinares-Lara
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/9522ba5635ed4b5a8fdd11428db0add1
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spelling	oai:doaj.org-article:9522ba5635ed4b5a8fdd11428db0add12021-12-02T20:04:55ZDonor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.1932-620310.1371/journal.pone.0255112https://doaj.org/article/9522ba5635ed4b5a8fdd11428db0add12021-01-01T00:00:00Zhttps://doi.org/10.1371/journal.pone.0255112https://doaj.org/toc/1932-6203Faced with the increasing demand for blood and greater restrictions on ensuring the safety of transfusions, voluntary donation is currently the only and best alternative for the health system to have a sustainable and safe blood supply. In this context, one of the primary strategies of blood transfusion centres is to increase the satisfaction of their active donors so that they maintain their intention to donate in the future and, in turn, make the necessary recommendations so that third parties can become new donors. That is why this paper raises a question for research concerning, what should the premises be to guide the management of blood transfusion centres to maintain and even increase the satisfaction and loyalty of their active donors? In order to respond to this issue, a change in paradigm is proposed based on a management model supported by donor orientation and service quality as basic pillars, as well as on the development of a number of key social capital resources that explain this orientation toward the donor. In both approaches, the donor becomes the cornerstone of decision-making, moving away from the traditional model which is focused more on achieving targets related to the collection of blood bags. Through the empirical analysis of a sample of 126 employees from various transfusion centres and 26,833 active donors in nine Spanish autonomous communities, we have been able to validate this proposed management model as a useful tool to blood promotion agents in their decision-making processes.Josefa D Martín-SantanaMaría Katiuska Cabrera-SuárezMaría de la Cruz Déniz-DénizEva Reinares-LaraPublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 16, Iss 7, p e0255112 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Josefa D Martín-Santana María Katiuska Cabrera-Suárez María de la Cruz Déniz-Déniz Eva Reinares-Lara Donor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.
description	Faced with the increasing demand for blood and greater restrictions on ensuring the safety of transfusions, voluntary donation is currently the only and best alternative for the health system to have a sustainable and safe blood supply. In this context, one of the primary strategies of blood transfusion centres is to increase the satisfaction of their active donors so that they maintain their intention to donate in the future and, in turn, make the necessary recommendations so that third parties can become new donors. That is why this paper raises a question for research concerning, what should the premises be to guide the management of blood transfusion centres to maintain and even increase the satisfaction and loyalty of their active donors? In order to respond to this issue, a change in paradigm is proposed based on a management model supported by donor orientation and service quality as basic pillars, as well as on the development of a number of key social capital resources that explain this orientation toward the donor. In both approaches, the donor becomes the cornerstone of decision-making, moving away from the traditional model which is focused more on achieving targets related to the collection of blood bags. Through the empirical analysis of a sample of 126 employees from various transfusion centres and 26,833 active donors in nine Spanish autonomous communities, we have been able to validate this proposed management model as a useful tool to blood promotion agents in their decision-making processes.
format	article
author	Josefa D Martín-Santana María Katiuska Cabrera-Suárez María de la Cruz Déniz-Déniz Eva Reinares-Lara
author_facet	Josefa D Martín-Santana María Katiuska Cabrera-Suárez María de la Cruz Déniz-Déniz Eva Reinares-Lara
author_sort	Josefa D Martín-Santana
title	Donor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.
title_short	Donor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.
title_full	Donor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.
title_fullStr	Donor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.
title_full_unstemmed	Donor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.
title_sort	donor orientation and service quality: key factors in active blood donors' satisfaction and loyalty.
publisher	Public Library of Science (PLoS)
publishDate	2021
url	https://doaj.org/article/9522ba5635ed4b5a8fdd11428db0add1
work_keys_str_mv	AT josefadmartinsantana donororientationandservicequalitykeyfactorsinactiveblooddonorssatisfactionandloyalty AT mariakatiuskacabrerasuarez donororientationandservicequalitykeyfactorsinactiveblooddonorssatisfactionandloyalty AT mariadelacruzdenizdeniz donororientationandservicequalitykeyfactorsinactiveblooddonorssatisfactionandloyalty AT evareinareslara donororientationandservicequalitykeyfactorsinactiveblooddonorssatisfactionandloyalty
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Donor orientation and service quality: Key factors in active blood donors' satisfaction and loyalty.

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