Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/70101
DC FieldValueLanguage
dc.contributor.authorMartín Santana, Josefa Deliaen_US
dc.contributor.authorBeerli Palacio, María Asunciónen_US
dc.contributor.authorRomero Domínguez, Lauraen_US
dc.date.accessioned2020-02-05T12:52:25Z-
dc.date.available2020-02-05T12:52:25Z-
dc.date.issued2020en_US
dc.identifier.issn0042-9007en_US
dc.identifier.otherScopus-
dc.identifier.urihttp://hdl.handle.net/10553/70101-
dc.description.abstractInternational Society of Blood Transfusion Background and objectives: Non-donor behaviour can be influenced by many variables, both intrinsic and extrinsic, which differ among individuals. The aim of this study was therefore to segment Spanish non-donors based on criteria such as barriers and motivations, which influence the decision to donate for the first time, with the aim of improving the efficiency and effectiveness of recruitment actions. Materials and methods: A total of 2383 non-donors residing in Spain evaluated 21 barriers and 25 motivations through an online self-administered survey distributed by blood transfusion centres, which are responsible for donations in Spain, and several Spanish universities. After validating these scales and determining the underlying categories in each of them, latent class/profile analysis was performed to segment non-donors. Results: Spanish non-donors were divided into six clusters. According to their barriers and motivations, the following labels were assigned: (1) ‘Impure altruists’, (2) ‘I want to, but make it easy for me’, (3) ‘Free-riders’, (4) ‘Reciprocal altruists’, (5) 'I can't because I'm scared' and (6) ‘I want to, but I can't’. Specific marketing actions were proposed for each cluster based on their characteristics, prioritizing them depending on their attractiveness. Conclusion: The scales which were designed to evaluate barriers and motivations make a solid contribution to the existing literature due to their holistic, integrative nature. The existence of differentiated clusters and the lack of resources of blood transfusion centres make it clear that there is a need to define and implement targeted marketing strategies.en_US
dc.languageengen_US
dc.relationla Orientación de Los Centros de Transfusión de Sangre Españoles Hacia Sus Principales Stakeholders Desde Una Perspectiva de Capital Social y Su Influencia en la Perfomanceen_US
dc.relation.ispartofVox Sanguinisen_US
dc.sourceVox Sanguinis[ISSN 0042-9007],v. 115 (1), p. 47-59en_US
dc.subject531207 Sanidaden_US
dc.subject.otherBarriersen_US
dc.subject.otherBlood Donationen_US
dc.subject.otherDonor Segmentationen_US
dc.subject.otherMotivationsen_US
dc.subject.otherRecruitment Strategiesen_US
dc.subject.otherDonantes de sangreen_US
dc.subject.otherMotivacionesen_US
dc.titleRecruitment strategies: non-donor segmentation based on intrinsic and extrinsic stimulien_US
dc.typeinfo:eu-repo/semantics/Articleen_US
dc.typeArticleen_US
dc.identifier.doi10.1111/vox.12858en_US
dc.identifier.scopus85074818437-
dc.identifier.isi000494700800001-
dc.contributor.authorscopusid20434158000-
dc.contributor.authorscopusid9132741700-
dc.contributor.authorscopusid57210854436-
dc.description.lastpage59en_US
dc.identifier.issue1-
dc.description.firstpage47en_US
dc.relation.volume115en_US
dc.investigacionCiencias Sociales y Jurídicasen_US
dc.type2Artículoen_US
dc.contributor.daisngid2804646-
dc.contributor.daisngid4513149-
dc.contributor.daisngid31600073-
dc.utils.revisionen_US
dc.contributor.wosstandardWOS:Martin-Santana, JD-
dc.contributor.wosstandardWOS:Beerli-Palacio, A-
dc.contributor.wosstandardWOS:Romero-Dominguez, L-
dc.date.coverdateEnero 2020en_US
dc.identifier.ulpgcen_US
dc.contributor.buulpgcBU-ECOen_US
dc.description.sjr0,68
dc.description.jcr2,144
dc.description.sjrqQ2
dc.description.jcrqQ4
dc.description.scieSCIE
item.grantfulltextnone-
item.fulltextSin texto completo-
crisitem.project.principalinvestigatorMartín Santana, Josefa Delia-
crisitem.author.deptGIR IUCTC: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.deptGIR IUCTC: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.orcid0000-0002-7078-0271-
crisitem.author.orcid0000-0003-1457-0250-
crisitem.author.orcid0000-0002-1149-2544-
crisitem.author.parentorgIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.parentorgIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.fullNameMartín Santana, Josefa Delia-
crisitem.author.fullNameBeerli Palacio, María Asunción-
crisitem.author.fullNameRomero Domínguez, Laura-
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