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Internal Marketing In Volunteer’S Management. A Quantitative Study In Romanian Non-Profit Sector

Author

Listed:
  • Sefora Marcela NEMTEANU

    (Babes Bolyai University)

  • Teodora Mihaela TARCZA

    (University of Oradea)

Abstract

Volunteering for a social cause is a leisure activity that gains more and more interest in the last years in Romania. Most social non-profit organizations involve volunteers in activities of short-term which they cannot pay. The lack of monetary rewards makes room for the need for internal marketing procedures such as: communicating a vision that would attract volunteers, instruction for the people involved and a performance-based rewarding system. Internal marketing procedures are poorly adopted in Romanian non-profit sector. A philosophy, strategies, and tactics of internal marketing could offer suitable solutions for non-profit organizations managers in maintaining volunteers, impacting positively volunteer's satisfaction and organizational commitment according to previous studies. This research analyses the measure that internal marketing procedures are adopted in Romanian non-profit sector. A questionnaire was applied to a sample of 300 volunteers from 144 social non-profit organizations. The results show that the performance-based rewarding systems were the most poorly adapted.

Suggested Citation

  • Sefora Marcela NEMTEANU & Teodora Mihaela TARCZA, 2018. "Internal Marketing In Volunteer’S Management. A Quantitative Study In Romanian Non-Profit Sector," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 12, pages 77-83, December.
    • Handle: RePEc:cmj:networ:y:2018:i:12:p:77-83
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    Cited by:

    1. Marcela-Sefora Nemteanu & Dan-Cristian Dabija, 2021. "The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic," IJERPH, MDPI, vol. 18(7), pages 1-16, April.

    More about this item

    Keywords

    Internal marketing; Non-profit organization; Volunteer's satisfaction; Organizational commitment; Performance-based rewarding system;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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