Impact of volunteer management practice on volunteer motivation and satisfaction to enhance volunteer retention

Abstract

This research has developed a research relationship model for understanding the relationship between volunteer management practice correlates and volunteer retention using volunteer motivation and volunteer satisfaction as mediators. The model uses social exchange theory, human resource management theory, volunteer functional inventory and volunteer satisfaction index as part of the theoretical underpinning for its validation and contributed to gain knowledge on the application of management theory widely used in the for-profit organisations to the non-profit and volunteer dependent sectors. A comprehensive literature review provided the basis to identify the research gap, formulate the research questions, aim and objectives, leading to the development of the theoretical framework and the research relationship model. The theoretical framework in turn enabled the researcher to develop the research methodology to collect data and test the model.The main research gap was the lack of knowledge about the correlates of volunteer management practice as determinants of volunteer retention and influence of volunteer motivation and volunteer satisfaction as mediators. The concept of mediation was introduced in this research as a novel technique that enabled the researcher to conduct a deeper investigation into the relationship between volunteer management practice correlates and volunteer retention. However prior to the introduction of the mediator concept, the original model developed by Cuskelly et al. (2006) was tested and found to be statistically insignificant. This provided the basis for modifying the model investigated by Cuskelly et al. (2006) leading to the development of the research model for this research. The various relationships developed in the research model were hypothesized. The model was tested using the data collected through the research instrument developed for the purpose. Quantitative research method was used to collect data from a sample set of volunteers using survey questionnaire in a context-free environment. Pilot survey enabled the researcher to confirm the utility of the instrument for using in the main survey. 386 participants provided their response to the online questionnaire that was posted on a web portal. The collected data was subjected to rigourous statistical tests. Descriptive statistics, reliability tests and validity tests were conducted on the data. Exploratory Factor analysis revealed underlying factors of volunteer management practice different from those identified by other researchers namely Cuskelly et al. (2006) whose model was used as the base model in this research. Further, structural equation modelling was used to test the model and verify hypothesis. The results indicated that two volunteer management practice correlates namely volunteer training and support and volunteer performance management and recognition, were found to indirectly influence volunteer retention. Volunteer training and support influenced volunteer retention through volunteer motivation as well as volunteer satisfaction. Volunteer performance management and recognition influenced volunteer retention through volunteer satisfaction. In addition volunteer planning and recruitment was identified as a moderator of volunteer training and support and volunteer performance management and recognition as correlates. These findings contribute significantly to helping both volunteer managers and volunteers in improving the intention of volunteers to stay longer with an organisation. Thus by implementing the findings of this research; volunteer managers can enhance their volunteer management practice leading to retention of volunteers for longer periods than now. The research findings contribute to theory in terms of widening the understanding of the operationalization of social exchange and HRM theories in a combined manner in understanding the relationship between volunteer management practice and volunteer retention.