Examination of Event Volunteers’ Motivation and Satisfaction Levels Utilizing the Kano Method

Abstract

Many nonprofit organizations rely heavily on the assistance of volunteers. There exists a supply and demand imbalance making it critical for organizations to guard their volunteer resources (Warner, Newland, & Green, 2011). Volunteer management has traditionally taken a human resources perspective (Cuskelly, Taylor, Hoye, & Darcy, 2006). However, this approach misses the core difference between volunteers and paid workers; paid workers are obligated to work while volunteers construct their volunteering as a leisure activity (Stebbins, 1982; Williams, Dossa, & Tompkins, 1995). The element of volunteerism as a leisure activity has led researchers to view volunteers as consumers (Laverie & McDonald, 2007). Volunteer managers must face the challenges from the realm of consumer behavior. The duality of volunteers presents a challenge in traditional Total Quality Management (TQM) studies ultimately creating difficulty categorizing them into traditional customer service models. Within TQM, the Kano Model is a tool that has been successfully used to delve into the intricacies of customer satisfaction. It is also beneficial as a way to evaluate internal and external customer experiences. This study identified how Alabama events can optimize volunteer satisfaction while minimizing dissatisfaction by utilizing the Kano Model. By determining which elements serve as Attractive, Must-Be, One-Dimensional or Indifferent, events can effectively prioritize elements that will lead to continuous improvement, for both the event and the volunteers. This results from this study revealed eleven elements that were Attractive as both motivators and satisfiers. There were no elements that classified as One-Dimensional or Must-Be. This study showed a relationship between factors that motivate volunteers as well as factors that satisfy volunteers. The study concluded that further research is needed to delve further into understanding the relationship between motivation and satisfaction as it relates to the management of volunteers.