Investigating online recognition for blood donor retention: an experiential donor value approach

• Recognising that charitable behaviour can be motivated by public recognition and emotional satisfaction, not-for-profit organisations have developed strategies that leverage self-interest over altruism by facilitating individuals to donate conspicuously. Initially developed as novel marketing programmes to increase donation income, such conspicuous tokens of recognition are being recognised as important value propositions to nurture donor relationships. Despite this, there is little empirical evidence that identifies when donations can be increased through conspicuous recognition. Furthermore, social media's growing popularity for self-expression, as well as the increasing use of technology in donor relationship management strategies, makes an examination of virtual conspicuous tokens of recognition in relation to what value donors seek particularly insightful. Therefore, this research examined the impact of experiential donor value and virtual conspicuous tokens of recognition on blood donor intentions. Using online survey data from 186 Australian blood donors, results show that in fact emotional value is a stronger predictor of intentions to donate blood than altruistic value, whereas social value is the strongest predictor of intentions if provided with recognition. Clear linkages between dimensions of donor value (altruistic, emotional and social) and conspicuous donation behaviour (CDB) were identified. The findings provide valuable insights into the use of conspicuous donation tokens of recognition on social media and contribute to our understanding into the under-researched areas of donor value and CDB.

Copyright © 2014 John Wiley & Sons, Ltd.     

Prosocial customer in the public sector: A PLS-SEM analysis applied to blood donation (active donors)

The act of donating blood creates social and public value (as a transformative service), but donors do not always repeat, so this study analyses the antecedents of attitudinal loyalty in donors. In addition, this research identifies active donor profiles to design personalised strategies to increase customers’ attitudinal loyalty. An online survey was conducted with 30,619 active donors who have donated blood at least once over the past two years. The study applies a quantitative modelling model called Partial Least Squares-Structural Equation Modelling (PLS-SEM). Analyses confirmed that motivations, obstacles and service quality influence satisfaction and donor attitudinal loyalty. Also, three active donor clusters were identified, as donation centres must adjust to each cluster to create value for society. This research contributes to understanding the factors that increase donor loyalty and closing a gap in the literature on prosocial consumer behaviour, and thereby other public services that depend upon the willingness of the individual. Furthermore, this approach enables the design of a more effective policy agenda and helps to focus public investment on developing strategies to engage willing and experienced donors.     

Psychographic clustering of blood donors in Egypt using Kohonen's self‐organizing maps

• Blood donation has historically been marketed as one of the purest examples of altruistic or pro‐social behavior. The recruitment of blood donors is, however, a challenge as transfusion centers worldwide strive to attract and retain blood donors. This study uses self‐organizing maps (SOM) to examine the effect of various psychographic and cognitive factors on blood donation in Egypt. SOM is a machine learning method that can be used to explore patterns in large and complex datasets for linear and nonlinear patterns. The results show that major variables affecting blood donation are related to altruistic values, perceived risks of blood donation, blood donation knowledge, attitudes toward blood donation, and intention to donate blood. The study also shows that SOM models are capable of improving clustering quality while extracting valuable information from multidimensional data.

Copyright © 2009 John Wiley & Sons, Ltd.     

Service Guarantee Strength: The key to service quality

While most authors describe a service guarantee as a “zero-one variable” indicating the presence or absence of an explicit written service guarantee, this paper develops a construct called “Service Guarantee Strength” (SGS) that is a continuous variable. This construct measures the degree to which a firm sets clear service quality standards for itself on dimensions that customers care about, and has an formal policy for quickly giving meaningful compensation to customers when these standards are not met.The paper builds upon established micro-level behavioral theory to develop the “Service Guarantee Strength Framework”. This framework posits that high Service Guarantee Strength leads to improved service quality, customer satisfaction, and loyalty through three intervening variables—marketing communications impact, employee motivation and vision, and learning through service failure.An empirical investigation was conducted to test the SGS Framework using both employee and customer data from three pairs of firms, with each pair in a different industry. None of these firms had an explicit service guarantee. Unlike many behavioral research studies, this study measured both employee and customer perceptual data and compared the two. The research finds that Service Guarantee Strength is positively related to customer perceptions of service quality, customer satisfaction, and loyalty.     

Relational exchange in nonprofits: The role of identity saliency and relationship satisfaction

In practice and research pertaining to charitable giving, the emphasis has been on identifying the characteristics and motivations of donors, but few have asked why donors continue to support a particular nonprofit. This study examines the relationship between renewing donors and nonprofits and their impact on charitable giving levels using identity salience and relationship satisfaction as key mediators of nonprofit relational exchange. In a survey of 719 repeat donors in the United States, to a broad range of nonprofit organizations, identity saliency and relationship satisfaction are introduced as mediating constructs, and the results confirm that both constructs partially guide donor motivations and charitable giving. Theoretically, this suggests that the more a donor identifies with a nonprofit organization and the more satisfied the donor is in the relationship with the organization, the higher their intention to donate. This finding supports previous research in segmentation strategies and service‐dominant logic in the nonprofit sector. Managerial implications of this research include indication of a paradigmatic shift from relational exchange to transformational exchange (or value cocreation) in nonprofit organizations' approach to donor cultivation.     

What do you value? Examining gendered responses to appeal letters

This study builds on previous inductive analysis of fundraising professionals' choices in writing acquisition letters. Fundraisers often write in a way that aligns with one of two personal values, either foregrounding aspects of self-transcendent Universalism values (an appreciation for community and the welfare of all people) or of conservation Security values (those of personal safety and stability for close others). Previous research also indicates that while women and men have different donation styles, targeted motivating language has yet to be explored. Using a national sample, this research tests public response to letters written for a fictional children's charity using content aligned with each option separately, and combined, compared to a control version. Using an experimental dictator game, Universalism values are found to be negatively related to giving across the board as compared to the valueless treatment. We find no statistically significant improvement in donor responses to acquisition appeals that choose to highlight either Universalism or Security values between men and women, although men were marginally less responsive to Universal, self-transcendent values language. The discussion attempts to make sense of these results and the possible complications of running a donor acquisition campaign in the time of COVID-19.     

Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business-to-business context

Many companies have developed a green marketing strategy, aimed at promoting and selling green environmental products. While the majority of articles on this topic report on studies in a business-to-consumer setting, this research focusses on the impact of green marketing strategies on the satisfaction and loyalty of professional buyers in a business-to-business setting. Hypotheses were tested with survey data from 148 Dutch professional purchasers in the cleaning industry. The results emphasize the impact and importance of product quality, product price and corporate image. The most notable and strong impact on satisfaction and loyalty was found for the salesperson expertise.     

To pay or not to pay — the role of monetary incentives in an optimal blood donation service bundle

• This study derives four attributes that make up the typical blood donation service bundle. It focuses on the role of monetary incentives in such bundles, but also discusses three other attributes, namely the offering organization, the distance to donation location, and the donation time. Each attribute is discussed in the context of a blood donation marketing mix. In an empirical conjoint study, 529 potential blood donors evaluate different designs of blood donation service bundles. Monetary incentives are found to be the most important factor when donors compare different blood donation service bundles. It is found that the distance to the donation location is almost as important as monetary incentives. Blood donation organizations aiming to collect all blood donations from unremunerated blood donors should therefore shape their service bundles to be attractive for potential blood donors. It is concluded that nonpaying blood donation organizations have to offer superior convenience to their donors to be able to compensate for not offering monetary incentives. Operating with mobile donation teams is one of the concrete suggestions for blood donation marketing that are given in this study.

Copyright © 2013 John Wiley & Sons, Ltd.     

感知服务质量与顾客满意和顾客忠诚关系的实证研究

在实践中,中国服务业发展迅速,但营销水平有待提高,很多管理人员对营销以及服务管理的理解有限。在理论中,对感知服务质量各个维度、顾客满意和顾客忠诚之间的关系讨论很多,尚无定论。实证研究发现,是顾客满意正向影响感知服务质量各个因子,而不是相反,说明基于交易的顾客满意会影响对服务进行长期综合评价的感知服务质量。只有忠诚度一个因子影响顾客忠诚,因此企业在培养忠诚顾客上应该有所侧重。顾客满意和顾客忠诚的关系被验证并非线性关系,在线性方程模型中未能验证成功。     

TQM practice in maquiladora: Antecedents of employee satisfaction and loyalty

In this study, we investigate the transferability of TQM practices to offshore manufacturing firms by validating direct and indirect relationships among top management commitment, HR-focused TQM practices, employee satisfaction, and employee loyalty. Our research objective is to isolate critical TQM practices that would enhance employee satisfaction and loyalty among maquiladora workers. On-site surveys were conducted at two leading maquiladora firms that have long implemented TQM. The statistical results indicate that employee empowerment, teamwork, and employee compensation have a significant and positive influence on employee satisfaction. The improved employee satisfaction leads to a higher level of employee loyalty. In addition, the results indicate that the effects of top management commitment on employee empowerment and teamwork are significantly mediated by employee training, implying that the success of employee empowerment and quality teams can be dependent upon the level of employee training.     

以人为本的企业员工忠诚孕育、发展的内部管理机制

影响员工忠诚的因素有社会因素、员工自身、企业组织,前两类因素对员工忠诚的影响是直接的,而企业组织对员工忠诚的影响往往通过员工的工作满意感以及组织公平感等心理感受类中介变量产生作用。因此,以信任为基石,以人为中心的网络忠诚管理模型是培育、发展员工忠诚的企业有效的内部管理机制。     

A qualitative investigation into the donor lapsing experience

• Donor attrition is costing charities a fortune. Previous research has examined the relative importance of the antecedents to donor loyalty versus lapsing. This study qualitatively builds on this. It reports the results of workshops and interviews that took lapsers and donors back through their donor and lapser journeys. It drills down into and unpacks their experiences—inclusive of the (previously undocumented) lapsing experience itself. It reveals striking similarities between the cancellation of a direct debit and other more conventional purchase decisions. Most worryingly, it seems that most people stop supporting a given charity because they had never really had any loyalty to it in the first place. Charities are not meeting people's needs as donors. There is a distinct lack of understanding between charities and their donors, and donors are lapsing because charities give them little reason to stay. The authors conclude with practical recommendations for the management of attrition.

Copyright © 2009 John Wiley & Sons, Ltd.     

Examining the motivational factors behind charitable giving among young people in a prominent Islamic country

• We explore the factors that motivate young people's charity giving, areas of donation and socio‐demographic differences in giving behavior among young adults in a booming economy and thriving population. Data for the study were collected through a survey conducted in the major Saudi cities by using a structured self‐administered questionnaire. Religiosity, altruism and personal satisfaction dimensions were identified as the most important motivators, whereas psychological benefits, commitment and self‐image constitute the least three. Significant differences were also found between genders in the areas of donation and frequency of donation preferences. We conclude with a discussion on the practical implications and recommendation for local charities.

Copyright © 2012 John Wiley & Sons, Ltd.     

Attitudinal loyalty and trust in entrepreneurship: building new relationships

This paper studies the impact of attitudinal loyalty and trust in entrepreneurship, following a client-focused strategy. In this context, trust and commitment are the cornerstone of relationship marketing, and contributes positively to achieving attitudinal loyalty, which is suitable for the maintenance of relationships over time. This variable also acts as a facilitator or mediator on the influence satisfaction has on loyalty. We show that satisfaction has a positive impact on trust and attitudinal loyalty. Following structural equation modelling methodology we test all the relationships in a sample composed by travel agency customers.     

Donor commitment: An investigation of fundraising strategies in churches and mainstream charities

One of the central questions in relationship fundraising is how to convert someone who makes a small yearly donation into someone who is a major donor covenanting a substantial part of his/her income. Drawing on research among 200 major UK fundraising charities, this paper explores how far the issue, of donor commitment is used in mainstream fundraising strategies, and finds that only a minority of charities place emphasis on this. This finding is compared with an analysis of models of giving in churches. It is argued that while churches may lack sophisticated approaches to fundraising, they may have important experiences in the area of committed giving which are relevant to fundraising strategies in other organisations.     

浅谈客户关系管理

客户关系管理是一种旨在改善企业与客户之间关系,提高客户忠诚度和满意度的新型管理机制。本文从客户关系管理产生的原因谈起,继而阐述了客户关系管理的内涵及所应把握的原则。     

客户关系分析模型框架及营销策略的设计

客户关系管理吸收了关系营销,服务营销,消费者心理与行为学等营销观点,是当今管理领域研究的热点内容之一。主要表现在对客户满意与客户忠诚的模型研究上,适合于西方国家的宏观环境应用。客户关系管理在企业内的研究侧重于相关要素的分析,着重对企业客户满意模型的分析。本文从顾客的消费过程出发,通过对客户满意要素及其相互关系的分析,找到一种测量客户满意度的模型及评价方法,并运用该方法,给出一种提高客户忠诚度营销战略,以增强企业的营销能力和竞争优势。     

服务补救理论在物流企业中的应用研究

服务补救理论从客户满意的角度让客户的损失降到最低,尽力挽回客户的忠诚度,提高顾客对服务补救措施的满意程度,使物流企业找到最有效的服务补救的措施和行为,为物流企业构建一套基本的服务补救管理方法。     

Creating consumer durable retailer customer loyalty through order fulfillment service operations

Manufacturers now find themselves in the position of finding new ways to remain competitive in the era of retail power. The onus rests on the manufacturer's ability to implement operational strategies that help the retailer achieve its objectives. Specifically, manufacturers that establish successful order fulfillment service can affect retailer loyalty. The overarching goal of this research, therefore, is to examine the importance to operations managers of understanding the order fulfillment needs and expectations of their retail customers and to establish the value-added role that operations management plays in developing retailer loyalty. Empirical evidence is provided on the relationships between relational order fulfillment service, operational order fulfillment service, satisfaction, affective commitment, purchase behavior, and loyalty. Such evidence not only focuses on the strategic importance of the OM discipline in manufacturer–retailer relationships, but also extends previous OM theory by taking a more complex view of the loyalty phenomenon.     

The effects of nonprofit brand equity on individual giving intention: mediating by the self‐concept of individual donor

• Currently nonprofit organizations have to rely more on individual donors and less on the government for funding. Therefore, understanding the individual donor from the perspective of nonprofit has been of increasing interest to nonprofit marketers. In this research, the effects of nonprofit organizational brand equity and individual self‐concept on individual giving intention were studied by using survey to selected 393 valid respondents in China. The empirical results indicated that, (1) the three dimensions brand personality, brand image, and brand awareness of the nonprofit organization has positive direct impact on individual giving intention; (2) brand personality and brand awareness of the nonprofit organization has positive direct impact on the self‐concept of individual donor; (3) the self‐concept of individual donor has positive direct impact on individual giving intention; and (4) the self‐concept of individual donor mediates significantly the relationships between brand personality, brand awareness, and individual giving intention, while not significantly between brand image and individual giving intention.

Copyright © 2009 John Wiley & Sons, Ltd.