Importance-Performance Analysis of Internal Marketing in Nonprofit Organization, and the Correlation of Internal Marketing and Volunteer's Alienation: A Case Study of Taipei Branch, The Red Cross, Republic of China
Understanding and reducing the alienation of volunteers is one of the important topic of nonprofit organizations. Because of alienation and loss of volunteers, not only causes issues of transmission difficulties, low morale, and is a test to the organization's sustainable development. Therefore, the nonprofit organization if they can use internal marketing to improve the volunteer's organizational identity, further, reducing their alienation, and reduce the loss of volunteers, will not only reduce the costs of re-recruitment and training volunteer, it can service effective and sustained delivery to the society in need of help. In this study, literature review and questionnaire survey were used, in order to explore whether there is difference of volunteer to the degree of importance cognition and satisfaction of internal marketing of nonprofit organization. This research also needs to find the correlation of internal marketing and volunteer's alienation of nonprofit organization. Since having and needing a large number of volunteers of social service organizations, the Taipei branch of Red Cross in ROC, as the case of this study. The main findings are: Firstly, the relationship between degree of volunteer's attention and satisfaction of internal marketing is significant; Secondly, internal marketing of nonprofit organization for the volunteer's alienation is significant. Finally, this study suggests that the Taipei Branch of Red Cross, Republic of China, should improve satisfaction of volunteers for internal marketing, reduce the volunteer's alienation of the organization, and periodic surveys to improve and fill up the gap between degree of volunteer's attention and satisfaction of internal marketing.