التفاصيل البيبلوغرافية
| العنوان: |
Improving Blood Donor Retention and Donor Relationships with Past Donation Use Appeals. |
| المؤلفون: |
Shehu, Edlira1 (AUTHOR) e.shehu@rug.nl, Veseli, Besarta2 (AUTHOR), Clement, Michel2 (AUTHOR), Winterich, Karen Page3 (AUTHOR) |
| المصدر: |
Journal of Service Research. Aug2024, Vol. 27 Issue 3, p346-363. 18p. |
| مصطلحات موضوعية: |
*NONPROFIT organizations, *FIELD research, *RELATIONSHIP marketing, *CUSTOMER retention, *EMPLOYEE retention, BLOOD donors, RELATIONSHIP quality |
| مستخلص: |
Blood donation services seek new strategies to improve donor relationships and increase donor retention. In this study, we propose a novel strategy that employs appeals with feedback on the use of blood donors' past donations. We theorize that this feedback increases the perceived relationship investment and, subsequently, the quality of the relationship with the blood donation service, thereby increasing redonations. An online experiment shows the positive effect of past donation use appeals on donation intention and transmission through perceived relationship investment and relationship quality. Three field studies with Red Cross Blood Donation Services confirm the effectiveness of past donation use appeals on redonation behavior compared with thank-you appeals and with a future donation use appeal. Past donation use appeals are effective for retention purposes, especially for more experienced donors and when sent shortly after the donation. Such appeals also lead to higher reactivation rates of inactive donors. In addition to having practical implications, the study contributes to the relationship and nonprofit service literature. [ABSTRACT FROM AUTHOR] |
|
Copyright of Journal of Service Research is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Business Source Index |
