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Title: Achieving donor repetition and motivation among current blood donors
Other Titles: ¿Cómo conseguir la repetición y la prescripción de la donación de sangre entre los donantes actuales?
Authors: Martín Santana, Josefa Delia 
Beerli Palacio, María Asunción 
UNESCO Clasification: 531105 Marketing (comercialización)
Keywords: Marketing social
Banco de sangre
Issue Date: 2012
Publisher: 1019-6838
Journal: Revista Europea de Direccion y Economia de la Empresa 
Abstract: This paper presents an explanatory model on the recommendation of donating blood made to relatives and friends by current donors. This model establishes the satisfaction and intention to return as direct antecedents, and the quality perceived in the donation process and the existence of inhibitors as indirect antecedents. The results show that (1) the perceived quality has a positive influence on satisfaction and intention to return; (2) the intention to donate again depends positively on satisfaction, but negatively on the existence of internal and external inhibitors; and lastly (3) the recommendation to donate depends on donor satisfaction and their intention to return to donate, this being the most influential factor. At the same time, we contrasted how the model does not vary, whether it is a first-time donor or a repeat donor.
ISSN: 1019-6838
DOI: 10.1016/j.redee.2012.07.001
Source: Revista Europea de Direccion y Economia de la Empresa[ISSN 1019-6838],v. 21, p. 283-290
Appears in Collections:Artículos
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