The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector
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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.
Kleinschafer , J , Morrison , M & Dowell , D J 2018 , ' The importance of the service encounter in influencing identity salience and volunteering behavior in the cultural sector ' , International Review on Public and Nonprofit Marketing , vol. 15 , no. 4 , pp. 455-474 . https://doi.org/10.1007/s12208-018-0209-3
International Review on Public and Nonprofit Marketing
Copyright © Springer-Verlag GmbH Germany, part of Springer Nature 2018. This work is made available online in accordance with the publisher’s policies. This is the author created, accepted version manuscript following peer review and may differ slightly from the final published version. The final published version of this work is available at https://doi.org/10.1007/s12208-018-0209-3
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