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Enhancing volunteer experiences: using communitas to improve engagement and commitment

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  • Ross Curran
  • Babak Taheri

Abstract

This research explores the interplay between brand image, communitas, volunteer work engagement and affective commitment to develop understanding of the importance of fostering communitas experiences within voluntary organisations and communicating these to volunteers. The research draws on a survey of 1248 active Scout volunteers in Scotland, structural equation modelling using SmartPLS3 was used to develop a new theoretical model which measured both brand image and work engagement as second-order constructs. The findings indicate brand image has a positive relationship with communitas, work engagement, and affective commitment amongst volunteers, and that communitas and work engagement positively mediate the relationship between brand image and volunteer affective commitment. Consequently, we suggest non-profit managers should facilitate and deliver powerful communitas experiences for volunteers to enhance their engagement and affective commitment by emphasising communitas throughout volunteering programmes.

Suggested Citation

  • Ross Curran & Babak Taheri, 2021. "Enhancing volunteer experiences: using communitas to improve engagement and commitment," The Service Industries Journal, Taylor & Francis Journals, vol. 41(15-16), pages 1053-1075, December.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:15-16:p:1053-1075
    DOI: 10.1080/02642069.2019.1602609
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    Cited by:

    1. Le, Hoang Tran Phuoc Mai & Kim, Dongyoup & Park, Jungkun, 2024. "The way to generate customer citizenship behavior with customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Qing Miao & Jinhao Huang & Hui Yin, 2023. "Lingering shadows: the negative effects of incivility on volunteers," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-8, December.
    3. Ying Zhou & Sameer Kumar & Fumitaka Furuoka, 2024. "Enhancing customer value co-creation and stickiness in social commerce: integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.

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