Churn Determinants of Non-remunerated Blood Donors

Abstract

Abstract:

The churn of non-remunerated blood donors has become one of the major issues in China. To analyze the evolution route and mechanism of retention rate of non-remunerated blood donors, various effects on the churn behavior of non-remunerated blood donors are investigated from the perspective of system dynamics. Firstly, the influence degree of motivation retention effect, perceived risk effect and word-of-mouth effect to the churn behavior of non-remunerated blood donors is depicted quantitatively by using coefficient-based method. Secondly, prediction models for the retention rate and the retention cycle are developed and demonstrated. The results show that different types of non-remunerated blood donors have different evolution routes of retention rate owing to different retention rate after their first blood donations. Therefore, we need to adopt different kinds of corresponding strategies to increase the retention rate and retention cycle, and to enhance the loyalty of non-remunerated blood donors.

Key words: non-remunerated blood donors, churn behavior, impacting mechanism, retention rate, retention cycle

Chen Liangyong, Ma Zujun. Churn Determinants of Non-remunerated Blood Donors[J]. , 2015, 27(11): 151-160.

References

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