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Service Blueprinting: A potential tool for improving cause-donor exchanges

Polonsky, Michael Jay and Garma, Romana (2006) Service Blueprinting: A potential tool for improving cause-donor exchanges. Journal of Nonprofit and Public Sector Marketing, 16 (1/2). pp. 1-20. ISSN 1049-5142

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: ResPubID11251, donation exchange, service management, blueprinting
Subjects: Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1503 Business and Management
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Depositing User: VUIR
Date Deposited: 19 Aug 2011 04:54
Last Modified: 26 Aug 2011 00:02
URI: http://vuir.vu.edu.au/id/eprint/3068
DOI: 10.1300/J054v16n01_01
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Citations in Scopus: 6 - View on Scopus

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