Evaluating Sales Training Effectiveness at the Reaction and Learning Levels

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-06-27 DOI:10.1080/15332969.2021.1948489

Ashraf M. Attia, Earl D. Honeycutt Jr., Rana A. Fakhr, Sharon K. Hodge

引用次数: 2

Abstract

Abstract Sales managers acknowledge the significance of sales training in improving sales performance. This article empirically measures and utilizes trainee and trainer reaction and trainee learning feedback in a sales training service program to provide managers with guidance for more accurately assessing sales training programs and implementing needed improvements. Findings suggest that sales managers should set a priori standards for assessing trainee reaction ratings and knowledge levels for their training programs. Companies should also utilize a high-quality instructor and incorporate trainer evaluations to improve lower level assessment of sales training.

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从反应和学习层面评估销售培训的有效性

摘要销售经理认识到销售培训对提高销售业绩的重要性。本文在销售培训服务项目中实证测量和利用受训者和培训师的反应以及受训者的学习反馈，为管理者提供更准确地评估销售培训项目和实施所需改进的指导。调查结果表明，销售经理应该为评估受训人员的反应评级和培训项目的知识水平制定先验标准。公司还应使用高质量的培训师，并纳入培训师评估，以改进销售培训的低级别评估。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.