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• W2067072247 abstract "The National Blood Service, celebrating their fast half century, have responded to the increasing need for blood with the launch of their biggest recruitment drive ever, targeted at young adults with the goal of encouraging a life‐time habit of giving blood. Prerequisites for improving the effectiveness of donor acquisition and retention strategies are to understand who gives blood, the motivations for giving and for defection as well as the reasons why the majority of eligible donors do not donate. A literature review of blood donor characteristics and motivations sets the contextual background to the field study of some 240 students at a British University and a conceptual model which depicts the behavioural chain of blood donorship is drawn. The implications for donor acquisition, retention and defection management are then outlined. Service quality, solicitation of donor's views and communication strategies are discussed and we conclude with proposals for further research." @default.
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• W2067072247 date "1997-08-01" @default.
• W2067072247 modified "2023-09-23" @default.
• W2067072247 title "Service quality and blood donors — a marketing perspective" @default.
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• W2067072247 doi "https://doi.org/10.1080/0267257x.1997.9964494" @default.
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