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.
|Advisor:||luo-beitler, yan, mantz, timothy|
|Commitee:||djokic, boris, eggertsson, matthias, sullivan, gerald|
|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|
|Keywords:||Coaching, Financial impact, Market orientation, Training|
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