By the middle of the 20th century, modern European thinking poured the framework for the great interest in voluntary work. This obviously had brought some changes as it shows that people are more engaged in volunteering. Despite the great interest in volunteering at humanitarian and religious associations, there is still many that doesn’t prefer to belong in an association or take greater responsibility. This remains as a challenge in terms of recruiting and retaining volunteers. The thesis aims at solving the problem, which may lie in increasing member’s loyalty. Loyalty may be argued to be one of the most important assets for such voluntary associations as this will make the volunteers more positively committed and energetic to the challenges as well as taking greater responsibilities and positions. Initially, the EPSI model with the collected samples was therefore used as an estimation model to solve this issue. The method showed the variables that had the greatest influence in loyalty. The collected sample was then divided into different segments as this was done with the purpose of clarifying the characteristics of the segments so that the reader gained an overview of the segments that associations should primarily target. It was estimated that variables as image, involvement and complaint management had a major influence in creating loyalty among the volunteers. In religious associations, conviction also played a significant role in creating loyalty. In the cluster analysis, the sample was divided into 4 parts, which identified segments with different characteristics and was further prioritized. The strategic approach was further included as it was important to maintain, improve and allocate position/resources in a correct way and to gain insight into the different significant variables that influenced loyalty as well. This approach provided an alternative take on how to apply the conclusions from previous analysis. The thesis should be seen in the light of being useful and applicable to all voluntary associations in term of methodological approaches, where the results will mainly be relevant to value-based associations.
|Educations||MSc in Economics and Marketing, (Graduate Programme) Final Thesis|
|Number of pages||130|