高校无偿献血者流失与服务失误研究——以K校BBS献血风波为例

On the Loss of College Voluntary Blood Donors and Service Failure——Taking the Incident of Blood Donation through BBS in Higher School K as Example

高校学生是献血队伍的重要人群,却不是固定献血者的主要力量。无偿献血者是一个特殊的顾客群体,采供血机构的服务直接关系到其再次献血意愿。将服务营销理念引入无偿献血,以K校BBS上的一次献血风波为关键案例,通过内容分析和个案访谈梳理影响大学生无偿献血者重复献血的服务失误,并提出相应的补救建议。

College students are an important part of the blood donation group but not the main force of the repeated donors.Voluntary blood donors are special customers and service quality of the blood collection agency is directly related to the blood donors'willingness to take a second donation.This paper, under the guidance of service marketing theories, takes blood donation incident in Higher School K as a critical case and analyzes the influences of service failure on donor's choices.It puts forward accordingly appro-priate recovery proposals.