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Marlene Wiggill

Lärare

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Retaining blood donors : a relationship management perspective

Författare

  • MN Wiggill

Summary, in English

Strong organisation-stakeholder relationships contribute to the former attaining its goals. This is also the case with blood services, such as the South African National Blood Service (SANBS). Blood services are dependent on people donating blood to unknown recipients, without remuneration. This paper reports the approach of the SANBS to relationship management with its donors, as well as the perceptions of blood givers of the quality of this relationship. The SANBS’s
relationship management approach and activities are analysed from a qualitative approach, using mixed method research, namely qualitative semi-structured interviews and quantitative questionnaires to answer the research questions.
The SANBS’s relationship with blood givers is strong, especially regarding relationship satisfaction as outcome. The blood service staff’s behaviour and communication are the main contributors to donor satisfaction, since they provide education and comfort during the donation process. Two-way
communication focusing on enhancing the outcomes of relationships, can therefore assist the SANBS in recruiting and retaining donors.

Publiceringsår

2017

Språk

Engelska

Sidor

79-93

Publikation/Tidskrift/Serie

Communicare

Volym

36

Issue

1

Dokumenttyp

Artikel i tidskrift

Ämne

  • Social Sciences
  • Media and Communications

Nyckelord

  • blood donors
  • Relationship management

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 0259-0069