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This paper aims to examine emotional labour in the work of frontline staff (FLS) of the Canadian Blood Services' Cord Blood Bank (CBB), contributes to understandings of emotional labour by allied healthcare workers and suggests implications for healthcare managers.

Qualitative interviews with 15 FLS were conducted and analyzed as part of a process evaluation of donor recruitment and cord blood collection in Canada.

Emotional labour with donors and hospital staff emerged as a vital component of FLS' donor recruitment and cord blood collection work. Emotional labour was performed with donors to contribute to a positive birthing experience, facilitate communication and provide support. Emotional labour was performed with hospital staff to gain acceptance and build relationships, enlist support and navigate hierarchies of authority.

The results indicate that FLS perform emotional labour with women to provide donor care and with hospital staff to facilitate organizational conditions. The findings are based on FLS' accounts of their work and would be enhanced by research that examines the perspectives of donors and hospital staff.

Attention should be paid to organizational conditions that induce the performance of emotional labour and may add to FLS workload. Formal reciprocal arrangements between FLS and hospital staff may reduce the responsibility on FLS and enable them to focus on recruitment and collections.

This paper addresses a gap in the healthcare management literature by identifying the emotional labour of allied healthcare workers. It also contributes to the cord blood banking literature by providing empirically grounded analysis of frontline collection staff.

The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors, with the use of factor‐cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments.

A factor‐cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7‐point Likert‐type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K‐means non‐hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments.

Results demonstrate that there are three blood donor segments as predicted. Benefit‐oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition.

Through a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first‐time and repeat blood donors and may save many more lives in a society.

The major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.

Blood donation knowledge of healthy young students is crucial to donate blood voluntarily and regularly in long-term. This study aimed to determine the influencing factors on the blood donation knowledge, to identify gaps of blood donation knowledge and reasons for not donating blood among university and college students in Yangon, Myanmar.

Cross-section survey (May 2019) was conducted in students of Yangon Technological University (YTU) and National Management Degree College (NMDC) with the use of quota and convenience sampling method. The questionnaires covered sociodemographic characteristics, blood donation knowledge and reasons for not donating blood.

Total 320 students (129 males and 191 females) with age of 18 to 23 years old participated. Previous blood donation had statistically significant influence on blood donation knowledge scores (ß = 0.396, p < 0.001). Gaps of knowledge between nondonors and blood donors were recorded, especially in universal recipient blood groups, Rh blood groups, blood donation interval, eligibility criteria, transfusion-transmitted infections (TTIs), amount of blood removed in donation, benefits of blood donations and misbelief of infections from blood donation. Top three reasons for not donating blood among nondonors were (1) no opportunity, (2) fear to donate and (3) still underage to donate.

Blood donations programs should extend awareness-raising programs in academic society and population at large. Raising awareness should focus on the knowledge gaps such as donor eligibility, interval of blood donations, TTIs and benefits of donating blood to recipients.

This research studies a location-allocation problem considering the m/m/m/k queue model in the blood supply chain network. This supply chain includes three levels of suppliers or donors, main blood centers (laboratories for separation, storage and distribution centers) and demand centers (hospitals and private clinics). Moreover, the proposed model is a multi-objective model including minimizing the total cost of the blood supply chain (the cost of unmet demand and inventory spoilage, the cost of transport between collection centers and the main centers of blood), minimizing the waiting time of donors in blood donating mobile centers, and minimizing the establishment of mobile centers in potential places.

Since the problem is multi-objective and NP-Hard, the heuristic algorithm NSGA-II is proposed for Pareto solutions and then the estimation of the parameters of the algorithm is described using the design of experiments. According to the review of the previous research, there are a few pieces of research in the blood supply chain in the field of design queue models and there were few works that tried to use these concepts for designing the blood supply chain networks. Also, in former research, the uncertainty in the number of donors, and also the importance of blood donors has not been considered.

A novel mathematical model guided by the theory of linear programming has been proposed that can help health-care administrators in optimizing the blood supply chain networks.

By building upon solid literature and theory, the current study proposes a novel model for improving the supply chain of blood.

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.

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).

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.

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

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

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.

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.

Although antecedents and consequences for the sender of word of mouth (WOM) are well evaluated in many research fields, non-profit service research focusing on consequences for WOM receivers is limited. Thus, the purpose of this paper is to provide evidence for the positive effect that WOM has on commitment, trust, satisfaction and identification (relationship-related factors) and on intentional loyalty of blood donors. Furthermore, the role of the social reference group and the incentive ethics are analysed.

Blood donors of the German Red Cross Blood Donor Service were invited to take part in an online survey during May/June 2016. A total of 702 (23.74 per cent) blood donors, who first donated in 2015/2016, participated. The data were analysed using partial least squares structural equation modelling.

The results provide evidence that the mere presence of receiving WOM positively influences commitment, satisfaction and identification as well as intentional loyalty. The negative moderation effect of incentive ethics was partially confirmed.

This study recommends using WOM approaches to bind donors but first evaluating the exact consequences of provided WOM rewards. WOM is an effective strategy, and non-profit organizations (NPOs) should use this to strengthen their relationship with donors.

The paper provides and tests a theoretical framework to evaluate the impact of receiving WOM on relationship-related factors and intentional loyalty. It fills a gap in current discussions about the effectiveness of WOM as a marketing strategy to strengthen donor–NPO relationships.

The blood service sector faces issues with obtaining and retaining loyal donors at one end of its supply chain, a marketing issue, and being efficient and effective in blood and related product delivery to customers at the other end of its supply chain, a supply chain management issue. The purpose of this paper is to present an investigation of these issues and propose the adoption of techniques and technologies from the food processing and retailing sector to address them.

An exploratory case study with the Scottish National Blood Transfusion Service is used to investigate research questions stemming from extant literature.

This study finds that a national blood service can achieve better stock management and resource optimisation and better communication with “input” and “output” stakeholders by implementing information flows and integration throughout the supply and marketing chain. It also finds that a national blood service can convince non‐donors to donate and increase donor relationships and loyalty by ensuring internal marketing takes place with its employees who can then inform external stakeholders through their first‐contact relationships.

This study is exploratory, thus empirical research is limited.

This paper validates primary issues in recruiting and retaining blood donors and making blood supply chains more efficient and effective, and proposes the adoption of techniques and technology from other process sectors to overcome these issues. Thus, European national blood services should benefit from implementing suggestions in this research.

This paper adopts a multi‐disciplinary approach across the marketing and supply chain management disciplines to explore issues usually associated with medical and pure sciences.

The objective of this study is to mitigate the risks of a blood shortage. The authors designed two simulation studies to identify the superior methodology that can decrease the impact of a massive national donor shortage.

The simulation designs are triggered by the COVID-19 pandemic. The first simulation examines the company’s choice of strategic partners (regionally and nationally), and the second inspects creating a national coordinated effort to organize a pooled blood inventory that would require blood centers to contribute a small percentage of their monthly donations to become a member.

The results indicate that both methods can significantly manage the risk of stockouts regardless of the availability of safety inventory in a blood center; however, although more effective in reducing the number of shortages per month, creating a national blood pool causes the shortages to be recognized earlier than desired.

The authors contribute to the literature by focusing on the potential risk of blood shortage because it directly impacts healthcare, hospitals’ costs and their ability to provide care. Though a handful of researchers have targeted the study of the blood supply chain, there is not any article that is similar to this study.