MANAGING BLOOD DONORSHIP: THE EFFECT OF MOTIVATION ON DONOR SATISFACTION AND LOYALTY

Increasing demand on blood supply and attempts of blood collecting agencies in recruiting and retaining blood donors require deeper knowledge of existing factors driving donor behaviour. This research address the need to explore the relationship of factors driving donor behaviour – motivation, satisfaction and loyalty. The objective of this study is to explore the conceptual model representing the effect of donor motivation on satisfaction, attitudinal loyalty and behavioural loyalty in the specific context of social marketing impact. Model, based on structural equation modeling technique was developed using the data of donor population of the nationwide blood collecting agency. Study empirically confirmed the causal positive effect of donor motivation on attitudinal loyalty, behavioural loyalty and relationship satisfaction. Study also revealed the main motives for donation relevant to the surveyed donor population. The power of motivation towards donor satisfaction and loyalty have increased during the period of five years due to the positive moderating influence of social marketing (Non-remunerated donorship promotion program).KEYWORDS: donor motivation, donor relationship satisfaction, donor attitudinal loyalty, donor behavioural loyalty.JEL CLASSIFICATION: M380.DOI: http://dx.doi.org/10.15181/rfds.v19i2.129