The study reported here sought to determine if volunteer behavior mirrored consumer behavior with respect to loyalty. It was established that in the same way that consumer satisfaction with a good or service leads to repurchase, satisfaction from a volunteer experience leads to higher volunteer retention and commitment to the organization. Recommendations are made to: (1) clearly and continuously communicate the significant role volunteers play in a young person's life; (2) provide new and challenging experiences for existing volunteers; and (3) ensure that all volunteers feel accepted by all members of the Extension office.
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Terry, B., Pracht, D., Fogarty, K., Pehlke, T., & Barnett, L. J. (2013). The Similarities Between Volunteer Behavior and Consumer Behavior: A Study of Volunteer Retention. The Journal of Extension, 51(6), Article 19. https://tigerprints.clemson.edu/joe/vol51/iss6/19