The influence of motivators on blood donors' attitudes (CROSBI ID 667944)
Prilog sa skupa u zborniku | ostalo | međunarodna recenzija
Podaci o odgovornosti
Blažević Bognar, Zrinka ; Ribić, Damir ; Križnjak, Valentina
engleski
The influence of motivators on blood donors' attitudes
Modern business conditions and expressed hyper competition impose a new strategic approach that focuses on beneficiaries/donors and development of long-term good business relationships. The quality of customer relationships is important for institutional survival, growth and prosperity of the organization, both in profit as well as the non-profit sector. The activities of non-profit organizations express the need for intensification of strategic marketing approach directed towards achieving better relations with donors, although, in practice two approaches are used, transactional approach and approach of establishing long-term relationships with donors. Traditional or transactional approach is based on attracting a large number of new beneficiaries. Unlike transactional approach, approach of establishing long-term relationships is based on a detailed analysis of the behavior of donors, a key indicator of quality of implementation of the strategy is the time value of each individual beneficiary. Transfusion centers are focused on a strategy of attracting new blood donors and retention of existing ones therefore the satisfaction and motivation of loyal blood donors is an important component in achieving strategic objectives. The focus of this paper is directed towards the analysis of the interrelationship between motivators and loyalty of blood donors, which make up a specific segment of donors. Key questions from which the problem of this research originated is: how strong is the influence of motivators on the attitudes of disloyal blood donors? The main instrument for the implementation of this study was a questionnaire composed of closed questions with multiple choice answers in which used Likert scale with five degrees of intensity. Data were collected by the method of personal examination of the organized actions of collecting blood and blood components and in the Croatian Institute for Transfusion Medicine in Zagreb. The research sample was intentional commemorative. A total of 2, 000 questionnaires were collected.
blood donors, non-profit organizations, marketing strategy, motivators
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Podaci o prilogu
128-135.
2016.
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objavljeno
Podaci o matičnoj publikaciji
17th International Scientific Conference on Economic and Social Development – “Managerial Issues in Modern Business”
Przygoda, M. ; Mikic, M. ; Kurecic, P.
Varšava: Varazdin Development and Entrepreneurship Agency in cooperation with Faculty of Management University of Warsaw and University North
1849-7543
Podaci o skupu
17th International Scientific Conference on Economic and Social Development – „Managerial Issues in Modern Business”
predavanje
20.10.2016-21.10.2016
Varšava, Poljska