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Indian Journal of Marketing

ISSN: 0973-8703 Frequency: Monthly Peer Review: Double-blind Published since: 1968 Language: English
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Indexed in: Scopus Q3 UGC-CARE Group II ABDC: C Google Scholar J-Gate NAAS NISCAIR Crossref

Original Article

Open Access Original Article

Volunteer Motivation and Satisfaction in Global Sporting Events: A Comparative Study in the Indian Context

Rajdeep Chakraborti1Sweta Singh2

1 Research Scholar, Department of Marketing, ICFAI Business School (IBS), Donthanapally, Shankarapalli Road, Hyderabad- 501 203

2 Research Scholar, Department of Human Resource Management and Organizational Behaviour, Indian Institute of Management Bangalore (IIMB), Bangalore - 560 076

Volume 44
Issue 3
Pages 14–23
Year 2014
Received: Oct. 25, 2013 Accepted: Dec. 19, 2013 Published: March 1, 2014
Abstract

Sports volunteers play a critical role in the success and smooth running of major sporting events. The purpose of the present study is to study the motivational factors and experiences of the volunteers of the 2010 Commonwealth Games and the 2011 ICC Cricket World Cup held in India. The sample consisted of 153 volunteers from the 2010 Commonwealth Games and 161 volunteers from the 2011 ICC Cricket World Cup. To identify the motivational issues behind volunteerism, SVEMS scale was used and principal component analysis resulted in a four-factor solution. Volunteer satisfaction was measured using a 5-point Likert scale which consisted of three aspects of volunteer satisfaction as proposed by Farrell, Johnston,&Twynam (1998). This study showed that the satisfaction and motivation of volunteers were different for two different mega sporting events (single sporting event vs. multiple sporting event) . The type of event for which volunteers are recruited plays an important role in deciding which factor will lead to a higher level of motivation and satisfaction for the volunteers. The organizing committee can place more emphasis on the satisfaction of the volunteers to enhance the overall experience of volunteerism to ensure that a bunch of committed volunteers are available for the next mega sporting event. Though studies in the European countries have identified the motivating factors behind volunteerism, as per our knowledge, no such study has been conducted in the Indian context to identify the motivating factors for Indian (sports) volunteers. The results of this study show that even in the Indian context, volunteer motivation and satisfaction do not depend on only one factor; rather, it is a combination of different factors which decides whether the volunteers will be satisfied from the facilities provided at such an event and whether they will be motivated to volunteer for such events in the future.

Keywords Sports Volunteers Motivation Satisfaction Mega-Events Experience
How to Cite

Rajdeep Chakraborti, Sweta Singh (2014). Volunteer Motivation and Satisfaction in Global Sporting Events: A Comparative Study in the Indian Context. Indian Journal of Marketing, 44(3), 14–23. https://doi.org/10.17010/ijom/2014/v44/i3/80425

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