Polonsky, Michael and Garma, Romana 2003, Blueprinting perspective to managing giving, in AMS 2003 : Academy of Marketing Science annual conference : Creating and delivering value in marketing : worldwide perspectives on a value-centric orientation, Academy of Marketing Science, Coral Gables, Fla., pp. 1-5.
This paper examines the potential of using service blueprinting to assist non-profit organizations in better managing their donation efficiency by identifying the complexities of the donation process from a customer perspective, which in turn should allow them to better meet the needs of those they seek to assist. A disregard of donors’ expectations in relation to the overall experience could potentially result in “dissatisfaction” and thus reductions in future donations to a given organization.
Field of Research
150503 Marketing Management (incl Strategy and Customer Relations)
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