Abstract: Objective To investigate the satisfaction of blood donors in FoShan for better understanding of the service quality of blood stations and its influencing factors. Methods With self-made questionnaire, 520 individual and group unpaid blood donors were collected by convenient sampling from blood donation stations. The effects of different demographic characteristics and blood donation conditions on the satisfaction of blood donors were analyzed by rank sum test. Results A total of 520 questionnaires were distributed, 502 valid questionnaires were recovered, with a recovery rate of 96.53%. The total rate of satisfaction of blood donors was 98.25%, and the satisfactory rate on five dimensions was over 97.5%. Total loyalty was 84.86% and the reputation was 83.47%. A high rate of satisfaction from individuals was noted compared with the group donors. Conclusion Blood donors are highly satisfied with the overall service of blood stations. Individual blood donors, however, express less satisfaction than group donors, indicating the necessity of the service quality improvement of blood station.

Key words: Blood donation, Satisfaction, Service quality