Retaining blood donors : a relationship management perspective
Summary, in English
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.
- Social Sciences
- Media and Communications
- blood donors
- Relationship management
- ISSN: 0259-0069