Give Them Something to Smile About: A Marketing Strategy for Recruiting and Retaining Volunteers

Autor:	Joy V. Peluchette, Leda McIntyre Hall, Katherine A. Karl
Rok vydání:	2008
Předmět:	Marketing ComputingMilieux_THECOMPUTINGPROFESSION business.industry media_common.quotation_subject Perspective (graphical) ComputingMilieux_PERSONALCOMPUTING Appeal Marketing strategy Age and gender Perception Job satisfaction business Psychology Social psychology ComputingMilieux_MISCELLANEOUS media_common
Zdroj:	Journal of Nonprofit & Public Sector Marketing. 20:71-96
ISSN:	1540-6997 1049-5142
DOI:	10.1080/10495140802165360
Popis:	Using a marketing perspective, this study investigates whether the issue of “fun at work” would appeal to volunteers as a part of an effort to enhance recruitment and retention. Specifically, we examined volunteers' attitudes toward fun, their perceptions of what kinds of activities are fun and what are not, and the relative importance of workplace fun in what they perceive as an ideal volunteer position. In general, we found that volunteers had positive attitudes towards fun and experiencing fun at work was associated with higher job satisfaction and lower turnover intentions. Although “a fun workplace” was ranked relatively low in importance relative to other reasons why they volunteer, creating such an environment could enhance retention. Some age and gender differences were found in the perceptions of whether certain activities are fun or not. The implications of these results and directions for future research are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d826f0423c8a88e3a36278c4349a55a3 https://doi.org/10.1080/10495140802165360 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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