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Title: Prosocial customer in the public sector: A PLS-SEM analysis applied to blood donation (active donors)
Authors: Robaina Calderín, Lorena Del Pino 
Martín Santana, Josefa Delia 
Melián Alzola, Lucía 
UNESCO Clasification: 531207 Sanidad
5311 Organización y dirección de empresas
Keywords: Economía de la salud
Donación de sangre
Attitudinal loyalty
Obstacles, et al
Issue Date: 2022
Project: La Orientación de Los Centros de Transfusión de Sangre Españoles Hacia Sus Principales Stakeholders Desde Una Perspectiva de Capital Socialy Su Influencia en la Perfomance 
Journal: Socio-Economic Planning Sciences 
Abstract: The act of donating blood creates social and public value (as a transformative service), but donors do not always repeat, so this study analyses the antecedents of attitudinal loyalty in donors. In addition, this research identifies active donor profiles to design personalised strategies to increase customers’ attitudinal loyalty. An online survey was conducted with 30,619 active donors who have donated blood at least once over the past two years. The study applies a quantitative modelling model called Partial Least Squares-Structural Equation Modelling (PLS-SEM). Analyses confirmed that motivations, obstacles and service quality influence satisfaction and donor attitudinal loyalty. Also, three active donor clusters were identified, as donation centres must adjust to each cluster to create value for society. This research contributes to understanding the factors that increase donor loyalty and closing a gap in the literature on prosocial consumer behaviour, and thereby other public services that depend upon the willingness of the individual. Furthermore, this approach enables the design of a more effective policy agenda and helps to focus public investment on developing strategies to engage willing and experienced donors.
ISSN: 0038-0121
DOI: 10.1016/j.seps.2022.101507
Source: Socio-Economic Planning Sciences [ISSN 0038-0121], 101507, (Enero 2023)
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