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Service blueprinting : a potential tool for improving cause-donor exchanges

Polonsky, Michael and Garma, Romana 2006, Service blueprinting : a potential tool for improving cause-donor exchanges, Journal of nonprofit and public sector marketing, vol. 16, no. 1 & 2, pp. 1-20.

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Title Service blueprinting : a potential tool for improving cause-donor exchanges
Author(s) Polonsky, Michael
Garma, Romana
Journal name Journal of nonprofit and public sector marketing
Volume number 16
Issue number 1 & 2
Start page 1
End page 20
Publisher New York, N.Y.
Place of publication Haworth Press, Inc.
Publication date 2006-10
ISSN 1049-5142
Keyword(s) donation exchange
service management
blueprinting
Summary This paper examines the potential for using service blueprinting to assist non-profit organizations in better managing donor exchanges. In many cases organizations are unclear of donors' expectations in relation to the overall giving experience. Failure to deliver on expectations could potentially result in donor 'dissatisfaction', which in turn may result in reductions of future donations to these organizations. This article begins with a review of blueprinting and the benefits of using such as tool as to assist in understanding the donation exchange. Zeithaml and Bitner's (2000) steps in building a blueprint are explained in the context of non-profit-donor exchanges. An example of a hypothetical blueprint provided to highlight the complexity and divergence encountered in such exchanges and used to identify potential problems associated with the various aspects of the donation experience. Finally, implications for managing giving and suggestions for future research are offered.
Notes The original publication can be found at http://www.HaworthPress.com
Language eng
Field of Research 150399 Business and Management not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2006, The Haworth Press, Inc
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016361

Document type: Journal Article
Collections: School of Management and Marketing
Higher Education Research Group
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Created: Fri, 15 May 2009, 09:45:12 EST by Leanne Swaneveld