Volunteers as customers: a service quality perspective.

Not-for-profit service firms depend upon volunteer employees for the success of their programs. This article offers a change in perspective--volunteer as customer instead of employee--to stimulate insights and provide recommendations about attracting and retaining volunteers. The volunteer is viewed as a customer, the service purchased is the volunteer experience, paid for in the currency of donated time and energy, and the not-for-profit service firm is seen as being in the business of designing, managing, communicating, and delivering a quality volunteer experience.