From culture to behaviour: donor orientation and organisational identification

Abstract

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.