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

Lorena Robaina-Calderín, Josefa D. Martín-Santana and Lucía Melián-Alzola

Socio-Economic Planning Sciences, 2023, vol. 86, issue C

Abstract: 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.

Keywords: Attitudinal loyalty; Motivations; Obstacles; Service quality; Blood donation (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0038012122003147
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:soceps:v:86:y:2023:i:c:s0038012122003147

DOI: 10.1016/j.seps.2022.101507

Access Statistics for this article

Socio-Economic Planning Sciences is currently edited by Barnett R. Parker

More articles in Socio-Economic Planning Sciences from Elsevier
Bibliographic data for series maintained by Catherine Liu ().