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Retaining blood donors: A relationship management perspective

A relationship management perspective

Marléne N. Wiggill
North-West University
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Retaining blood donors: A relationship management perspective. (2022). Communicare: Journal for Communication Studies in Africa, 36(1), 79-93. https://doi.org/10.36615/jcsa.v36i1.1588
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  • Submited: October 13, 2022
  • Published: October 17, 2022

Abstract

Strong organisation-stakeholder relationships contribute to the former attaining its goals.
This is also the case with blood services, such as the South African National Blood Service
(SANBS). Blood services are dependent on people donating blood to unknown recipients, without
remuneration. This paper reports the approach of the SANBS to relationship management with its
donors, as well as the perceptions of blood givers of the quality of this relationship. The SANBS’s
relationship management approach and activities are analysed from a qualitative approach,
using mixed method research, namely qualitative semi-structured interviews and quantitative
questionnaires to answer the research questions.
The SANBS’s relationship with blood givers is strong, especially regarding relationship satisfaction
as outcome. The blood service staff’s behaviour and communication are the main contributors to
donor satisfaction, since they provide education and comfort during the donation process. Twoway
communication focusing on enhancing the outcomes of relationships, can therefore assist
the SANBS in recruiting and retaining donors.

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How to Cite
Retaining blood donors: A relationship management perspective. (2022). Communicare: Journal for Communication Studies in Africa, 36(1), 79-93. https://doi.org/10.36615/jcsa.v36i1.1588

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