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1 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS Effective Factors on Willingness to Donate Blood VOL 4, NO 7 Farhad Roshan Fekr General practitioner and MPH Matin Amenien M.A. Student of Business Management, Rasht Branch, Islamic Azad University, Guilan, Iran Abstract Since the continuous improvement of process is always the principle considered dynamic and successful organizations based on the principles of total quality management that include customer orientation, quality orientation and implementation of work in the form team. Thus feedback specification logical and scientific from the needs and expectations of organizations customers is used as a means of monitor and control in organizations and in a more comprehensive look can be one from the main prerequisites for organizational planning process. So having constant knowledge from satisfaction level, awareness and attitudes of each of beneficiaries in the continuous improvement of supply process and ensure blood products have great importance. This paper reviews on articles with titles donor recruitment methods, their attitudes and beliefs and factors affecting their satisfaction and... and identified that voluntary blood donation is as a valuable product, advertising and marketing especially type of social marketing, in this way, rather than just giving information and directions to all the people trying to set a program by studying the behaviors and attitudes of different people categories and group in connection with lack of voluntary blood donation to change attitudes by appropriate method create value in the name of voluntary blood donation in treasures of value to audiences. Key Words: Knowledge - Attitudes - Satisfaction - Volunteer Blood Donors - Social Marketing 1. Introduction Since the continuous improvement of process is always the principle considered dynamic and successful organizations based on the principles of total quality management that include customer orientation, quality orientation and implementation of work in the form team(1).thus feedback specification logical and scientific from the needs and expectations of organizations customers is used as a means of monitor and control in organizations and in a more comprehensive look can be one from the main prerequisites for organizational planning process (2). So having constant knowledge from satisfaction level, awareness and attitudes of each of beneficiaries in the continuous improvement of supply process and ensure blood products have great importance. Organizations that are planning without knowledge of their customers' expectations are disabled to respond to the changing and growing the needs of its customers and ultimately have been stagnate and fail (3). It can be said that advanced society is requires for be accountable of specific and appropriate to people. Each administrative organization formed to respond to a range of social needs and during its life so long to respond to the social needs of its time has continuous and whenever social conditions are changing the nature, they will disappear, or their structure change adapt to new social conditions. Another dimension can be considered the result of customer satisfaction as a criterion to determine the effectiveness and efficiency of the organization (4). Since healthy blood supply for patients is the most important goals of world blood transfusion, if healthy and adequate blood doesn t provide through voluntary blood donation and in result health of blood and health of target population will be threatened. Invitation of a low-risk population groups for voluntary and consistently blood donation is the most important management strategies of world blood transfusion centers (5). So to attract, train and retain of donor population should be identified situation of awareness and the beliefs and factors that prevent the donor blood. One of the best ways to gain insight about the behavior of participants in blood donation is understanding customer behavior (6). Participation of individuals in social activities such as blood donation is affected the opinions, beliefs, motivation, and their knowledge (7). So existence of a collective effort by blood transfusion organization to increase number of people who donate regularly blood is required to a social marketing activity and planned. Accordingly, can be said the adoption of individuals behaviors COPY RIGHT 2012 Institute of Interdisciplinary Business Research 677

2 for health are rooted in their attitudes and beliefs and as long as these beliefs do not change and are not replaced with the appropriate actions to reduce risk factors, there is no guarantee (8). Therefore have review of articles with titles donor recruitment methods, their attitudes and beliefs and factors affecting their satisfaction Findings and Discussion 1- There is a research as title The evaluation of the attitude of Iranian women towards blood donation by Khadir et al in 2003 that evaluated 8provinces.this study is done by questionnaire and society population was women that 24% have been blood donation ago and 75% don t have blood donation so far. He found that most common reason for not wanting to donate in the case study is fear of catching infectious diseases and blood and 75.2% of women have a negative attitude to blood donation and 24.8% have positive attitude(9). 2- Another study is done on 1602 women in Yazd city and questionnaire about knowledge, attitudes and beliefs about blood donation that prevent to blood donation of women was designed (by Javadzadeh et al). This study also found that housewives and uneducated had less aware. Most important motive of blood donation was an act for God and help to people and the most important barriers to blood donation was anemia and lack of time and fear and lack of easy access to donation sites and 26% of women had false beliefs about blood donation. Concluded that there was a direct relationship between awareness and practice and whatever awareness increasing in result number of donations was more. (10) 3- Another study is done by Shakeri & et al. he surveyed reasons of lack of blood donation in qualified individuals in Mashhad. Questionnaires were distributed among qualified blood donors in the past 5 years (1130) (sampling was clusters). Result show that due to attitude towards blood donation is the favorable, but knowledge of individuals is poor in this case and if negative attitudes modify and awareness increase (according to other effective factors), will increase voluntary blood donation (11). 4- Azar Kafashpour & et al examined the role of social marketing in willing to voluntary blood transfusion donors in Mashhad and three variables of behavioral believes - normative believes and perceptual believes that As a result the perceptual believes was confirmed as most effective factor in people participation in the blood donation and also the results showed that considering importance of social marketing in solving problems of health and medical such as blood donation of Blood Transfusion Organization can used from social marketing as a tool to more attraction volunteers (12). 5- There is another study about prospective study of the impact of sending a reminder card of blood donation in return donors and increase their participation in the city of Esfahan (Zohreh Masaeli & et al). It is given a questionnaire to people who were referred for the first time blood donation (1500) and for first group was sent a reminder card of blood donation (416 people) and for second group wasn t sent card (523 people randomly). After a year of blood donation frequency was investigated in both groups. The result show that there is significant difference between people that had referred for again donation after sending a reminder card with people that had referred for again donation without sending card and in short any reminding to clients has a significant impact on the amount of their participation and help to continue donors (13). 6- There is another research as descriptive and analytical that investigated blood donors satisfaction level from Iranian Blood Transfusion Organization (Mohammad Kakhaki et al) that its results will help to attract and retain donors.samples was selected by using a stratified sampling and satisfaction index were analyzed in the questionnaire. Studied population consisted of a total volume of donors (2,508 people) that highest level of donor satisfaction in term of behavior and personnel communication in blooding section during blooding with donors and the lowest level of satisfaction of donors was from location distances of blood donation centers and easy access to location blood transfusion sites and finally satisfaction levels were higher than 50%(14). 7- There is an article about investigation of positive beliefs and negative blood donors in Rasht city and its impact in promoting the participation of donors by Forouhi and Roshanfekr and et al in 2006 that 480 questionnaires were COPY RIGHT 2012 Institute of Interdisciplinary Business Research 678

3 distributed among the clients of blood donation, In contrast, 50 people as well as selected that were not referred to a blood donation organization. The results show that 85% donors have positive beliefs and 12% have negative beliefs. Non-donor group had 72% of negative beliefs (clients who had come to the organization for any other reason). Most motivation blood donation in this study was to help others and their maintain healthy and most negative beliefs has been fears of the medical problems and pollution and not having enough time that has been involved in the participation of people in blood donation (15). 8- Cross Sectional (descriptive - analytical) in 2007 by Rakhshani and colleagues on 319 people in age range of years performed in Zahedan.Study population were randomly selected from the city's five geographical point and questionnaires were distributed among them. This study found that 96.5% of the blood transfusions in community health (important and very important) knew and although 63.5% of them have interested (much & too much) for the blood donation but only 42.3% of them had at least one time blood donation. Since experience of blood donation is not associated with awareness and even show a negative relationship with attitude. It can be probably that the behavior of individuals to donate blood can be influence other factors that should be examined. In this study, only 10.7% of people had experience of regular donation that therefore first time remind to donors can be helpful in increasing these statistics and The most important motive for blood donation was known to help congener in this study and most important constraints was known lack of time, lack of awareness of individual from condition of donor and spent time of donor in this process (16). 9- A qualitative study was performed to examine the attitudes and beliefs of inhibitors of voluntary blood donation in Hormozgan province, Sistan-Baluchestan and Khuzestan. In this study, six focus group discussions with people of provinces and in each of these provinces were held two focus group discussions. At each meeting the diverse and distinct groups of people by using predefined criteria participated. In this study, inhibitors beliefs about blood donation were found that include transmission of infection to the donor - not having belief in lack of blood - blood donation is just for men and women shouldn t donate blood - if they donate blood led to weak and...and the result: surveying frequency and development of attitudes in each region requires a separate quantitative studies and also all the negative aspects extracted in this qualitative study that when can be resolved that take advantage of social marketing to encourage people to donate blood voluntarily and regularly. Social marketing with modeling commercial marketing tools is trying to advertise and market effective products and ideas and values in people's health. Voluntary blood donation as a valuable product can be advertised and marketed. In this way, rather than merely giving information and formal directions to all the people trying that by studying the behaviors and attitudes of different groups of people in relation to the lack of voluntary blood donation is set a program because by applying appropriate techniques to change attitudes exists value in the name of voluntary blood donation in values Treasure of audience (17). 10- Research of Germain et al is done in Canada in 2007 that is distributed questionnaire among 1280 number of regular donors and 1672 number of missing donors (chosen randomly) and the extent of their participation were respectively 66/8 and 39/2 respectively and this research show that Satisfaction rate from last donation in both groups of donor with loss rate had inverse relationship (18). 11- Research of Duboz & et al in France in 2006 is done on 1400 people from different geographical regions of France that effective factors in lack of referred for donate in people who were avoided blood donation already is expressed fear of donate and no having the specific reason and in lost donors was recognized having medical reasons, not having enough information, forgetfulness, lack of opportunity and the previous exemption (19). 12- Research of Harington & et al in Ireland in 2007 showed that existence of Mobile centers and applied by the blood transfusion and referred hours in accordance with position of donor will caused satisfaction and encourage donors to donate blood again (20). 13- Research of Mathew & et al is done on 6 different breeds that the main barriers to donation known fear and blood donation process problems and further donors lost stated that as needed to blood or the appropriate conditions are present to donate blood again (21). 14- France et al examined impact of mild reactions in blood donation such as dizziness and feeling faint on 1052 referred again of donor and it show that increased incidence of these reactions may reduce referred again (22). 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4 15- Nilsson & Sojka examined psychological and social impact of blood donation on the 600 donors in 2003 that expressed 29% positive impact such a sense of satisfaction from being refreshed and feeling better than before and 19% of the positive effects associated with adverse effects such as dizziness and weakness, and 46% stated that blood donation had no impact on them (23). 16- Stewart et al examined Impact of behavior and good relationship of employee on the response time of blood donation and the amount of referred again of donors and show that skills in communicating with donors will be reduce reaction after donors and donor satisfaction and increases likelihood of referred again (24). 17- Mckeever et al examined effect of donors waiting time for donate on satisfaction rate 85donors in 2006 and declared that the longer the waiting time has a negative effect on donor satisfaction level but only 15% of donors did not referred because of the long waiting queue. So increasing the time despite decreasing satisfaction hasn t much effect on referred again (25). 18- Research of Wiwanitkit is done in the rural area of Thailand that investigate attitude of 400 people that answered to 10 questions. Results show that there is significant relationship between education and a positive attitude to donation and the main causes of negative attitudes of donors were introduced false beliefs and negative Imaginations to donate blood (26). 3. Result Social marketing with modeling commercial marketing tools try to advertise and marketing products and ideas and effective values in people's health. Voluntary blood donation as a valuable product can be advertised and marketed. In this way, rather than merely giving information and formal directions to all the people trying that by studying the behaviors and attitudes of different groups of people in relation to the lack of voluntary blood donation is set a program because by applying appropriate techniques to change attitudes exists value in the name of voluntary blood donation in values Treasure of audience. In other words, with identification of behavioral and normative and perceptual beliefs and the amount of influence these beliefs on voluntary blood donations tend can be provided suitable solutions in order to more attracting people to donate voluntarily. The purpose of this type of marketing is not only a process of exchange and trade but there is higher purpose that effect on actions and behavior of individuals in society and this changes of behavior provides healthy blood and blood products for patients and or need to different blood products. In this regard, factors such as education level, gender, positive beliefs toward to donate blood plays a greater role in the willingness voluntarily and regularly donation. It also seems that active and effective communication with donors and having trained personnel and appropriate equipment and adequate space is important in attracting volunteer donors. COPY RIGHT 2012 Institute of Interdisciplinary Business Research 680

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