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Volunteers as customers: a service quality perspective
S M Keaveney1, M Saltzman, N Sullivan
1Graduate School of Business Administration, University of Colorado, Denver.
The Journal of Volunteer Administration
|March 4, 1992
Summary
Viewing volunteers as customers, not employees, can improve non-profit success. This customer-centric approach enhances volunteer attraction and retention by focusing on delivering a quality volunteer experience.
Area of Science:
- Non-profit management
- Volunteer engagement
- Service marketing
Background:
- Non-profit organizations rely heavily on volunteers for program success.
- Traditional views often treat volunteers as internal resources rather than external stakeholders.
Purpose of the Study:
- To propose a shift in perspective, viewing volunteers as customers.
- To provide actionable recommendations for attracting and retaining volunteers based on this new framework.
Main Methods:
- Conceptual analysis and reframing of the volunteer-non-profit relationship.
- Application of customer-centric principles to volunteer management.
Main Results:
- Volunteers purchase the 'volunteer experience' using their time and energy.
- Non-profits are positioned as designers and deliverers of this experience.
Conclusions:
- Adopting a customer-centric model can significantly improve volunteer attraction and retention.
- Focusing on delivering a high-quality volunteer experience is crucial for non-profit sustainability.