Potenciando la lealtad de los donantes a través de la orientación al mercado y la calidad de servicio en los centros de transfusión de sangre
DOI:
https://doi.org/10.51302/marketing.2021.704Palabras clave:
donación de sangre, orientación al mercado, calidad de servicio, capital social, lealtadResumen
Ante una situación de demanda creciente de sangre y un aumento de las restricciones para garantizar las transfusiones, la donación voluntaria constituye en la actualidad la única y mejor alternativa para que el sistema sanitario disponga de unos suministros de productos sanguíneos sostenibles y seguros. En este contexto, una de las estrategias prioritarias de los centros de transfusión de sangre es aumentar la lealtad de sus donantes activos de manera que mantengan su intención de donar en el futuro y, a su vez, realicen una labor de recomendación entre sus allegados para que estos se conviertan en nuevos donantes. Es por ello que este trabajo se plantea como cuestión fundamental la siguiente: ¿cuáles deben ser las premisas que guíen la gestión de los centros de transfusión de sangre para lograr mantener e incluso incrementar la lealtad de sus donantes activos? Para dar respuesta a esta cuestión se plantea un modelo de gestión basado en la orientación hacia el mercado (donante) y en la calidad de servicio como pilares básicos, así como en el desarrollo de una serie de recursos clave de capital social que sustenten dicha orientación. El análisis empírico de una muestra de 126 empleados pertenecientes a diferentes centros de transfusión y de 26.833 donantes activos en nueve comunidades autónomas españolas ha permitido validar este modelo de gestión propuesto.
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Derechos de autor 2021 Josefa D. Martín-Santana, María Katiuska Cabrera-Suárez, María de la Cruz Déniz-Déniz
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