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International Review on Public and Nonprofit Marketing

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27.09.2018 | Original Article

The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector

verfasst von: Jodie Kleinschafer, Mark Morrison, David Dowell

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 4/2018

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Abstract

Increasing identity salience among volunteers is an approach that organizations can utilize to enhance volunteer numbers. While the importance of identity salience in influencing volunteering has been recognized in the literature, most previous studies of the antecedents of identity salience have focused on personal or brand related variables which can be difficult for non-profit organizations to influence. Drawing on marketing theory, we develop a new conceptual model that considers personal, brand and service encounter variables as antecedents of identity salience. Using in-depth interviews (n = 11) and a survey (n = 433), the research expands and tests seven antecedents of identity salience. These include: personal variables (interest in the domain (art), social responsibility), service encounter variables (participation frequency, social exclusion, visibility, and experience quality) and a brand variable (organizational prestige). In the context of art galleries, social responsibility, visibility, social exclusion and organizational prestige were found to be the key drivers of identity salience.

Vorheriger Artikel The moderating role of social themes in cause-related marketing advertisements

Nächster Artikel Factors influencing successful net promoter score adoption by a nonprofit organization: a case study of the Boy Scouts of America

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Titel: The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector
verfasst von: Jodie Kleinschafer
Mark Morrison
David Dowell
Publikationsdatum: 27.09.2018
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 4/2018
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-018-0209-3

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