Perceived organizational image and volunteer satisfaction in Uganda: A case study of the Red Cross Society, Masaka branch

Abstract

This study investigated the relationship between perceived organisational image and volunteer satisfaction in the Uganda Red Cross Society. The objectives of the study were to establish the relationship between perceived external prestige and volunteer satisfaction; to find out the relationship between perceived internal respect and volunteer satisfaction; and to determine the relationship between functional image and volunteer satisfaction. The study adopted a cross sectional research design on a sample size of 129 respondents. Data were collected by use of questionnaire and interviews, and analysed quantitatively and qualitatively. Quantitative data were analysed using the SPSS 24.0. At univariate level, data was analysed basing on the frequencies, percentages, mean and standard deviation. At bivariate level, data was analysed basing on correlational analysis and at multivariate level data analysis was carried out using multiple linear regression. Qualitative data was analysed by content analysis basing on study themes. The findings of the study revealed that all the three perceived organisational image aspects, namely; perceived external prestige, perceived internal respect and perceived organisational functional prestige had a positive and significant relationship with volunteer satisfaction. Therefore, it was concluded that organisational perceived external prestige is a prerequisite for volunteer satisfaction; implementing perceived internal respect is an appropriate management practice for enhancing volunteer satisfaction in organisations; and perceived functional prestige is a pre-requisite for promoting volunteer satisfaction in organisations. Hence, it was recommended that organisations should promote their perceived external prestige; organisations should bolster perceived internal respect in their management; and organisations should further functional prestige