Purpose

This study aims to evaluate whether cultural market orientation (MO) of blood transfusion centres and services (BTCS) results in behaviours aimed at offering a suitable service-experience to blood donors and if the relationship between cultural and behavioural MO is partially mediated by BTCS staff members’ organisational identification (OI). Also, it analyses whether certain employee characteristics, particularly their status of medical or non-medical staff, may affect their perceptions about MO (cultural and behavioural), OI and the relationship between these variables.

Design/methodology/approach

An online survey was conducted with senior management staff and chiefs of Spanish BTCS, as well as blood collection staff – physicians, nurses and promoters – (147 participants).

Findings

Spanish BTCS has a strong belief in the importance of donors as key stakeholders in the donation system, although cultural MO does not turn into behaviours with the same strength. The results also show that there is a direct effect between cultural and behavioural MO, as well as a mediator effect of OI in this relationship.

Research limitations/implications

This study demonstrates that OI is a relevant internal marketing construct with a high potential explanatory power of customer orientation.

Practical implications

This study offers a validated tool to assess and monitor BTCS’ donor orientation and recommends that BTCS’ design effective marketing intelligence systems.

Social implications

This research contributes to social welfare by helping to explain how the organisational culture of BTCS and their employees’ perceptions and behaviours might help to enhance donor orientation, which would guarantee continual blood collection. This might be useful in the context of negative evolution of blood donation levels in many countries.

Originality/value

This research puts the focus on the role of the BTCS’s employees to understand the process by which a donor orientation culture would translate into market-oriented behaviours aimed to reach blood donor satisfaction, to guarantee a constant, growing blood donor pool. In this translation process, the organisational climate seems to play a fundamental role through one of its main variables, i.e. organisational identification.

中文翻译：

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从文化到行为：捐助者导向和组织认同

目的

这项研究旨在评估输血中心和服务（BTCS）的文化市场导向（MO）是否导致旨在为献血者提供适当服务体验的行为，以及文化和行为MO之间的关系是否部分由BTCS员工进行调解成员的组织标识（OI）。此外，它分析了某些员工特征，尤其是医务人员或非医务人员的状况是否会影响他们对MO（文化和行为），OI以及这些变量之间的关系的看法。

设计/方法/方法

对西班牙BTCS的高级管理人员和负责人以及采血人员（医生，护士和促进者）进行了在线调查（有147名参与者）。

发现

西班牙BTCS坚信捐助者作为捐赠系统中的主要利益相关者的重要性，尽管文化MO并不能转变成具有相同强度的行为。结果还表明，在文化和行为MO之间存在直接影响，并且在这种关系中OI具有中介作用。

研究局限/意义

这项研究表明，OI是一种相关的内部营销结构，具有以客户为导向的潜在解释力。

实际影响

这项研究提供了一种经过验证的工具，可以评估和监控BTCS的捐助方定向，并建议BTCS设计有效的营销情报系统。

社会影响

这项研究通过帮助解释BTCS的组织文化及其员工的观念和行为如何有助于增强供体取向，从而保证持续采血，从而为社会福利做出了贡献。在许多国家，献血水平出现负面变化的情况下，这可能很有用。

创意/价值

这项研究将重点放在BTCS员工的角色上，以了解供血者导向文化将转化为以市场为导向的行为的过程，以期达到供血者满意的水平，从而保证持续不断的供血者数量。在这种翻译过程中，组织氛围似乎通过其主要变量之一（即组织识别）发挥着根本作用。