ATTRIBUTES AND MOTIVATIONS IN VOLUNTEER WORK: A PHENOMENOLOGICAL STUDY FOR DEVELOPING A STRATEGIC VOLUNTEER MANAGEMENT SYSTEM

Abstract

This qualitative study aimed to: 1) understand the essence of lived experiences and attributes shaping the dedication of Village Health Volunteers (VHVs); 2) analyze the integrated motivational system and factors associated with VHV commitment and retention amid challenges and multigenerational dynamics; and 3) propose guidelines for developing a strategic volunteer management system that supports the sustainable retention of VHVs. The study employed a descriptive phenomenological approach, using Herzberg’s Two-Factor Theory as a sensitizing concept. Eight key informants were purposively selected, comprising seven VHVs and one public health officer responsible for VHV activities in Khao Suan Kwang Subdistrict Municipality. Data were collected through in-depth interviews and analyzed using Colaizzi’s seven-step method. The findings revealed that: 1) dedication was associated with public-mindedness, community attachment, and the integration of the VHV role into personal identity; 2) monthly allowances and welfare benefits functioned as hygiene factors that helped reduce dissatisfaction, while recognition, participation in decision-making, and social networks functioned as motivator factors supporting commitment to the role; 3) digital reporting requirements posed challenges for older VHVs; and 4) unclear arrangements for leaving the VHV role affected perceptions of security and the value of their work. These findings led to strategic volunteer management guidelines emphasizing welfare support, recognition and empowerment, intergenerational work support, and appropriate role-exit management to support the sustainable retention of VHVs.