The similarities between volunteer behavior and consumer behavior: A study of volunteer retention

Abstract

The study reported here sought to determine if volunteer behavior mirrored consumer behavior with respect to loyalty. It was established that in the same way that consumer satisfaction with a good or service leads to repurchase, satisfaction from a volunteer experience leads to higher volunteer retention and commitment to the organization. Recommendations are made to: (1) clearly and continuously communicate the significant role volunteers play in a young person's life; (2) provide new and challenging experiences for existing volunteers; and (3) ensure that all volunteers feel accepted by all members of the Extension office. © 2013 Extension Journal Inc.