Communication and role development for zoo volunteers: responding to role-sending, role-making, and role-remaking

• Published in: Journal of Applied Communication Research 2017-01, Vol.45 (1), p.96-115
• Main Authors: Kramer, Michael W., Danielson, Mary Ann
• Format: Article
• Language: English
• Subjects: Communication research; role clarity; role development; role erosion; role theory; Roles; Volunteers; zoo docents; Zoos
• ISSN: 0090-9882; 1479-5752
• DOI: 10.1080/00909882.2016.1248466

High turnover among volunteers means organizations spend significant resources recruiting and retaining them. Research on employees indicates the importance of role development in increasing employee identification and satisfaction while reducing turnover, but limited research has addressed these issues for volunteers. This study explored zoo volunteers' role development in two phases. In phase one, interviews explored how volunteers learned and understood their roles. Results indicated volunteers learned their roles through communication with supervisors and peers and were generally satisfied with them despite limited opportunity to be innovative. In addition, some volunteers became concerned when their roles were changed with limited input from them. In phase two, questionnaires explored relationships between volunteers' communication experiences and outcomes. Results indicated volunteers responded negatively to role-remaking, but communication with management, education staff, day captains, and family was associated with positive outcomes. By contrast, communication with peer volunteers had a negative impact on some outcomes.