Service Quality of Volunteers' Coproduction in Nonprofit Organizations-An Empirical Study of Kaohsiung Museum of Fine Arts in Taiwan

Since nonprofit organizations (NPOs) have their own distinct missions, their marketing activities differ from the activities suggested by general marketing theory. The volunteers’ co-production orientation will assist NPOs to broaden their missions, and thus be recognized. This study will examine one such volunteers' coproduction model and ascertain the key factors-teamwork, volunteer-job fit, technology-job fit, perceived control and supervisory control systems, role pressure-that affect volunteers' service quality when they participate in coproduction. The results reveal that the volunteers will be more concerned and understand with consumers' demand than that of employees after coproduction. Their service quality delivery will not be affected by their role conflict and ambiguity.