Blood donation centres need to recruit and retain donors to ensure the effectiveness and efficiency of healthcare systems, as COVID-19 has recently evidenced. In such risky settings, blood donation services must increase donations. Service quality can increase donations but its evaluation only amounts to a cognitive evaluation, and not to an emotional appraisal. Consequently, both service quality and emotions should be considered when predicting donor behaviour. In fact, donating blood is an emotionally charged service, thus representing an ideal setting to investigate how emotions influence consumer behaviour. This research proposes a new method to predict blood donors' intentions by integrating a cognitive approach measuring perceived quality, and an emotional approach including anticipated emotions (both positive and negative) of 'donation' and 'non-donation'. Based on a sample of 30,621 active Spanish donors, it is concluded that service quality is an antecedent for anticipated emotions and that both service quality and anticipated emotions influence donor loyalty. Designing the donation process based on quality criteria would provoke encouraging emotions and diminish discouraging emotions, therefore improving donor loyalty.
Keywords: Anticipated emotions; Blood donation; Loyalty; Service quality; structural equation models (SEM).
© 2022. The Author(s).