engleski

Customer satisfaction models of stem cells donor as service users of a Regional transfusion center Osijek

Background: First hand encounters with a service represents the base of the users perception in terms of quality, value and results. Positive difference between perception and expectation results in customer satisfaction who relay their positive experience to other potential stem cells donors. Dissatisfaction occurs when expectations are higher than perception which results in relaying negative experiences and information by word of mouth which then creates negative publicity towards the blood bank and services provided. Methods: We have studied methods that can be used to assess customer satisfaction and service quality. One of the applicable methods is a deep interview - one on one interview with a single individual. Quality assessment can be done using a SERVQUAL measure instrument which is able to locate the gap between service users expectations and his or hers perception of the given service. Result: Osijek blood bank is the most successful transfusion center when it comes to collecting samples out of 9 transfusion centers: 442/1778 (2013.), 324/1136 (2014.). It is the most successful transfusion center out of 8 transfusion centers in 2015.: 432/915. Conclusion: Health care marketing is specific in terms that the organizations involved are nonprofit and they aim to attract certain public interest. Trust is the most dominant factor in health care services. There must be excellent medical care (technical quality) and necessary communication between stem cells donors and employees (functional quality). Service users satisfaction can be used as an indicator of service quality in the past, present and in the future.

Customer satisfaction models; stem cells donor

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