无偿献血群体顾客忠诚影响因素研究

目的:通过比较重复献血、既往献血、未献血三类人群的行为学特征和对献血服务质量的感知,为采供血部门修正长期发展规划和献血服务模式提供依据。方法:设计调查问卷针对三类人群进行献血动因、对宣传的印象和意愿、献血服务满意度等方面的调查;对献血服务机构管理层、服务人员理念和献血者认知、感知进行调查对比。结果:三人群在献血动因、健康认知、血站公益性认知、服务感知的方便性、礼貌性、安全性、胜任力、沟通性几方面差异均有统计学意义。固定献血者的认知与感知高于其它两人群。采供血部门管理者与服务提供者对献血服务影响质量的几个维度的认知有较大差异。结论:提高献血服务的满意度,采取社会接受度较高的长期发展的宣传策略,提高人员素质和服务质量,是无偿献血事业持续健康发展的重要条件。

Study of Influencing Factors of customer loyalty of voluntary blood donors

Objective:To provide basic information for the blood collection and supply facility on the correction of their long-term developing plan as well as the model of blood donation service,through comparison of the behavior characteristics and evaluation of the quality of blood donation service from three types of population,i.e.multiple donors,previous donors,and none-donors. Methods:Take survey on the motive and willingness of donating blood,the impression of public promotion,and the satisfaction degree of don...