The Effects of Donor’s Involvement on Service Experience and Service Satisfaction–Evidence from mobile blood donation

• Main Authors: Tzu-yen Huang, 黃子晏
• Other Authors: Tung-jung Sung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/91352148581682739456

碩士 === 國立臺灣科技大學 === 設計研究所 === 100 === Basically, young blood donors being willing to donate blood is the key to maintain blood quality. However, the number of young donors is decreasing, while the demand for blood is increasing in recent years. Therefore, attracting more young donors has become a crucial issue for blood donation organization. As for service provision, previous research shows that service user involvement has an impact on both service experience and service satisfaction. For blood donating service, how the effects of donors’ involvement on service experience and service satisfaction are the focus of this study. To answer the above question, this study chose two mobile blood donation in Taipei located on the youngsters gathering places as the research field. First, this study generated the service experience of the mobile blood donation drives with non-participant observation: 5 core services, 5 employee services, and 3 servicescapes. Secondly, the study adopted CIT (critical incident technique) to investigate the service experience of 300 blood donors who are 17-24 year olds to understand the service gap of the mobile blood donation drives. This study found that：1) the most unsatisfied events centered on core services, and the most satisfied events were employee service; 2) the main service gap between core service and employee service was the service performance gap, and servicescape was the design and standards gap. After conducting a co-design workshop and referring donation service design cases, this study proposed two donation service designs：1) static design; 2) interactive design. Based on two donation service experience designs, after conducting a survey on 100 participants to discover how various levels of donor’s involvement affect service experience and service satisfaction, this study found that：1) interactive design had better performance on service efficiency than static design; 2) high involvement donors were more satisfied with service procedure, service information, service efficiency, and service convenience than low involvement donors; 3) interactive design has the advantages of in-time and easy contact, so it allows low involvement donors to enjoy more effective and reasonable blood donation services. In addition to proposing service design practices and suggestions for future research, it is hoped that the finding of this study can be a reference for the blood donation organization in designing for services in the future.