Utjecaj perifernih motivatora kao marketinških alata na posttransakcijsku lojalnost davatelja krvi

doctoral thesis

• Title (english): The influence of peripheral motivators as marketing tools on post transactional loyalty of blood donors
• Author: Zrinka Blažević
• Mentor: Jurica Pavičić (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Nikša Alfirević (član povjerenstva); MBZ: 232134
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing
• Universal decimal classification (UDC): 330 - Economics. Economic science

Abstract

Kvaliteta odnosa s korisnicima važna je za opstanak, rast i prosperitet organizacije, kako u profitnom, tako i u neprofitnom sektoru. Stoga je u djelovanju neprofitnih organizacija izražena potreba za intenziviranjem marketinškog strateškog pristupa usmjerenog u pravcu ostvarivanja kvalitetnijih odnosa s donatorima. U praksi se koriste dva strateška pristupa, transakcijski pristup i pristup uspostavljanja dugoročnih odnosa s donatorima, koji fokus stavlja na motivaciju, zadovoljenje i lojalnost korisnika. Fokus ove disertacije usmjeren je na analizu međuodnosa motivatora (centralnih i perifernih) i lojalnosti davatelja krvi, koji čine specifični segment donatorâ. Deklarirani centralni motivator za darivanje krvi je altruizam, iako postoje mnogobrojni periferni motivatori koji imaju jak utjecaj na ponašanje davatelja krvi. Ključno pitanje iz kojega se nametnuo i problem ovog istraživanja jest koliko je jak utjecaj perifernih motivatora na stavove nelojalnih davatelja krvi te može li se učestalim transakcijskim pristupom poticanim navedenim motivatorima ojačati privrženost davatelja krvi organizaciji i potencijalno potaknuti lojalnost prema neprofitnoj organizaciji? Rezultati teorijskog i empirijskog istraživanja nedvosmisleno potvrđuju kako periferni motivatori u specifičnim okolnostima preuzimaju ključnu ulogu u formiranju stava i ponašanja korisnika, čime se umanjuje podražaj primarnog motivatora pa se može konstatirati kako je značajan utjecaj perifernih motivatora kao marketinških alata na posttransakcijsku lojalnost davatelja krvi.

Abstract (english)

Modern business conditions and expressed hyper competition impose a new strategic approach that focuses on beneficiaries / donors and development of long-term good business relationships. The quality of customer relationships is important for institutional survival, growth and prosperity of the organization, both in profit as well as the non-profit sector. The activities of non-profit organizations express the need for intensification of strategic marketing approach directed towards achieving better relations with donors, although, in practice two approaches are used, transactional approach and approach of establishing long-term relationships with donors. Traditional or transactional approach is based on attracting a large number of new beneficiaries. Unlike transactional approach, approach of establishing long-term relationships is based on a detailed analysis of the behavior of donors, a key indicator of quality of implementation of the strategy is the time value of each individual beneficiary.
Transfusion centers are focused on a strategy of attracting new blood donors and retention of existing ones therefore the satisfaction and motivation of loyal blood donors is an important component in achieving strategic objectives. The focus of this thesis is directed towards the analysis of the interrelationship between motivators (primary and peripheral) and loyalty of blood donors, which make up a specific segment of donors. A declared primary motivator for blood donation is altruism, although there are many peripheral motivators that have a strong influence on the behavior of donors. It is therefore necessary to point out that in the Republic of Croatia voluntary blood donors are entitled to paid leave for voluntary blood donations, they are exempt from payment of supplemental health insurance, and blood donors in Zagreb are entitled to a free annual ticket for public transport within the City of Zagreb.
Key questions from which the problem of this research originated is: how strong is the influence of peripheral motivators on the attitudes of disloyal blood donors and can a frequently used transactional approach by using mentioned motivators strengthen the commitment of blood donors towards an organization and potentially encourage loyalty towards a nonprofit organization?

• Keywords: CRM; davatelji krvi; lojalnost; primarni motivatori; periferni motivatori
• Keywords (english): CRM; blood donors; loyality; primary motivators; peripheral motivators
• Language: croatian
• URN:NBN: urn:nbn:hr:148:397865
• Study programme: Title: Economics and Business Economics; Study programme type: university; Study level: postgraduate; Academic / professional title: doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija (doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-06-27 14:19:57