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Research on the Relationship between Blood Collection Agencies Service Quality and Donor Loyalty

Author: LiangJia
Tutor: DuLanYing
School: Huazhong University of Science and Technology
Course: Business management
Keywords: Service Quality Donor Motive Donor Satisfaction Donor Loyalty
CLC: R197.2;F224
Type: Master's thesis
Year: 2010
Downloads: 23
Quote: 1
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Abstract


Collected safer blood from low risk blood donors, formation repeated, fixed blood donors team is fundamental of the blood donation development. From a marketing point of view, improve service quality, increase customer satisfaction, can improve the source, which has been proven effective on verification in practice. Not only for-profit organization is the case, for non-profit organizations is no different. Therefore, Discussion the relationship above the blood donation agencies service quality and satisfaction,blood of loyalty, by recognition of the relationship among the variables and intensity of interaction in order to understand the behavior of donors, discover the real needs of the service line with donors to provide blood Organizations to promote voluntary blood donation in China. This consolidation of both blood and even the development of new blood, and I believe there must be a considerable degree of help.This paper proposed research model and hypotheses based on the reviewed the blood donation motivation, service quality, satisfaction and loyalty of donors and other related research.Take the voluntary blood donors as the research object , study on their perception of blood level of service quality study conducted a questionnaire survey, followed by the collected data were analyzed using statistical analysis software, to verify the assumptions made, Discussed the final results and made recommendations for future research.Through the above research the main results of this article are the following: effective sample study by the reliability and validity analysis, and structural equation model testing, scale used in this study showed good reliability and validity, this study supported the theoretical model; For the direct effect, service quality to donor motive, service quality to donor satisfaction and service quality to donor loyalty all lead to a direct positive effect. Therefore, blood collection agencies should be to provide quality service quality and raise public awareness of blood donation two-pronged approach to achieve raise repeated blood donation rates.

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