Identificador persistente para citar o vincular este elemento: http://hdl.handle.net/10553/74901
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dc.contributor.authorMartín Santana, Josefa Deliaen_US
dc.contributor.authorCabrera Suárez, María Katiuskaen_US
dc.contributor.authorDéniz Déniz, María De La Cruzen_US
dc.date.accessioned2020-10-20T11:22:06Z-
dc.date.available2020-10-20T11:22:06Z-
dc.date.issued2020en_US
dc.identifier.issn2042-6763en_US
dc.identifier.otherScopus-
dc.identifier.urihttp://hdl.handle.net/10553/74901-
dc.description.abstractPurpose: This study aims to evaluate whether cultural market orientation (MO) of blood transfusion centres and services (BTCS) results in behaviours aimed at offering a suitable service-experience to blood donors and if the relationship between cultural and behavioural MO is partially mediated by BTCS staff members’ organisational identification (OI). Also, it analyses whether certain employee characteristics, particularly their status of medical or non-medical staff, may affect their perceptions about MO (cultural and behavioural), OI and the relationship between these variables. Design/methodology/approach: An online survey was conducted with senior management staff and chiefs of Spanish BTCS, as well as blood collection staff – physicians, nurses and promoters – (147 participants). Findings: Spanish BTCS has a strong belief in the importance of donors as key stakeholders in the donation system, although cultural MO does not turn into behaviours with the same strength. The results also show that there is a direct effect between cultural and behavioural MO, as well as a mediator effect of OI in this relationship. Research limitations/implications: This study demonstrates that OI is a relevant internal marketing construct with a high potential explanatory power of customer orientation. Practical implications: This study offers a validated tool to assess and monitor BTCS’ donor orientation and recommends that BTCS’ design effective marketing intelligence systems. Social implications: This research contributes to social welfare by helping to explain how the organisational culture of BTCS and their employees’ perceptions and behaviours might help to enhance donor orientation, which would guarantee continual blood collection. This might be useful in the context of negative evolution of blood donation levels in many countries. Originality/value: This research puts the focus on the role of the BTCS’s employees to understand the process by which a donor orientation culture would translate into market-oriented behaviours aimed to reach blood donor satisfaction, to guarantee a constant, growing blood donor pool. In this translation process, the organisational climate seems to play a fundamental role through one of its main variables, i.e. organisational identification.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.ispartofJournal of Social Marketingen_US
dc.sourceJournal of Social Marketing [ISSN 2042-6763], v. 10(4), p. 397-425en_US
dc.subject531202 Servicios comunitarios, sociales e individualesen_US
dc.subject.otherBlood Donationen_US
dc.subject.otherDonor Orientationen_US
dc.subject.otherNon-Profit Marketingen_US
dc.subject.otherOrganisational Identificationen_US
dc.titleFrom culture to behaviour: donor orientation and organisational identificationen_US
dc.typeinfo:eu-repo/semantics/Articleen_US
dc.typeArticleen_US
dc.identifier.doi10.1108/JSOCM-06-2019-0083en_US
dc.identifier.scopus85091359419-
dc.contributor.authorscopusid20434158000-
dc.contributor.authorscopusid36833474500-
dc.contributor.authorscopusid7801535565-
dc.identifier.eissn2042-6771-
dc.description.lastpage425en_US
dc.identifier.issue4-
dc.description.firstpage397en_US
dc.relation.volume10en_US
dc.investigacionCiencias Sociales y Jurídicasen_US
dc.type2Artículoen_US
dc.description.numberofpages28en_US
dc.utils.revisionen_US
dc.date.coverdateAgosto 2020en_US
dc.identifier.ulpgcen_US
dc.contributor.buulpgcBU-ECOen_US
dc.description.sjr0,599
dc.description.jcr2,02
dc.description.sjrqQ2
dc.description.jcrqQ4
dc.description.ssciSSCI
item.fulltextCon texto completo-
item.grantfulltextopen-
crisitem.project.principalinvestigatorMartín Santana, Josefa Delia-
crisitem.author.deptGIR IUCES: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.deptGIR IUCES: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.deptGIR IUCES: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.orcid0000-0002-7078-0271-
crisitem.author.orcid0000-0002-7761-7696-
crisitem.author.orcid0000-0001-6952-1689-
crisitem.author.parentorgIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.parentorgIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.parentorgIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.fullNameMartín Santana, Josefa Delia-
crisitem.author.fullNameCabrera Suárez, María Katiuska-
crisitem.author.fullNameDéniz Déniz, María De La Cruz-
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