Dissertation/Thesis Abstract

A study of the impact of a coaching program on customer perceptions and company financial performance
by Kent, William A., D.B.A., Keiser University, 2015, 111; 3689008
Abstract (Summary)

In this world of globalized business, corporate training programs are based on the common belief that better-trained employees will enhance business performance. Early research was focused on the impact of training on company performance in the business- to-business (B2B) environment. All of the early studies included employee opinions to measure what is called internal market orientation (IMO) as well as identification of the key constructs of trust, commitment, and relationship satisfaction, which affect performance. Later, survey-based research on external (customer) market orientation (EMO) in an international business also expanded the cultural complexity of the supplier- buyer relationships. Targeted coaching, rather than generic training programs, became appropriate. No empirical evidence in the literature provided quantitative measurement of the results of coaching programs on either EMO or company financial results. This research served to analyze the impact of an ongoing salesperson coaching program on both customer perceptions (EMO) and the financial results of the company. Two surveys of two different customer populations, with a 6-month time span between surveys, provided data to quantify any shifts in EMO. No significant shifts were found in either the domestic or the international customer populations. However, the company financial data confirmed a positive impact on profitability and a strong return on investment (ROI). Further research is needed which takes into consideration different parameters, including longer time spans between customer surveys, deeper interview-based analysis of customer perceptions and buying habits, and the different coaching strategies employed during the study.

Indexing (document details)
Advisor: luo-beitler, yan, mantz, timothy
Commitee: djokic, boris, eggertsson, matthias, sullivan, gerald
School: Keiser University
Department: Keiser University Graduate School-Business
School Location: United States -- Florida
Source: DAI-A 76/08(E), Dissertation Abstracts International
Subjects: Business administration, Finance, International Relations, International Affairs
Keywords: Coaching, Financial impact, Market orientation, Training
Publication Number: 3689008
ISBN: 978-1-321-67998-4
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