Establishing the financial returns arising from an evaluation of a retail training programme

Abstract

Purpose The purpose of this paper is to propose an evaluation of training for shop assistants, specifically in retail chains. Design/methodology/approach The proposed evaluation is based on Kirkpatrick’s model and Phillips’ modification. The representative case study includes the application of the training evaluation at the fourth and fifth levels of evaluation in a particular chain of retail stores. The data were collected from the retail chain’s financial reports, internal documents related to training of employees and interviews with managers in the retail chain. Findings The results contribute to the training evaluation literature by presenting a training evaluation for shop assistant using evidence from a retail chain. The training focussed on selling skills and product knowledge; the details of evaluating the training are presented, encompassing mainly the benefits and costs of the training and return on investment calculation. Research limitations/implications The training evaluation was tested only in selected types of training courses for shop assistants. To generalise the results, its adoption in different types of training and retail companies is required in future research. Practical implications The application of this training evaluation should help to achieve training objectives and enhance the quality of training in the retail chain. The results of the paper can be used as practical inspiration for managers of retail stores. Originality/value This paper proposes and applies a specific evaluation of training courses in retail.

Sales training and ICT: a literature review

“…Associated with the above, Zaki et al(2017) conclude that to ensure success in staff training, it is necessary to make an individual, face-to-face evaluation with each employee and based on their results, make adjustments to the training plan originally drawn up. Similar examples of the above are found in studies conducted by: Fregonese et al(2018),Imran and Kantola (2018),Lee and Welliver (2018),Johnson and Matthes (2018),Lacoste (2018),Olexová (2018),Giesbrecht et al (2017), Bugler (2017), Farías et al(2017) andKhusainova et al (2018).3.2.2 Aspects related to communication with customers. According to MarcosCuevas (2018), communication with customers is the ability to handle different relationships depending on the type of sales process, whether transactional or value generation.The key ideas extracted from the literature on this particular aspect have to do with:…”

Towards an analysis of the transfer of training: empirical evidence from schools in Spain

“…These results are significant because they indicate the role that evaluation plays in the training process, which significantly affects the rest of the process stages (analysis, application and transfer). In this sense, prominent authors (Olexová, 2018; Tasca et al , 2010) have pointed out that evaluation is critical in improving the training process. The literature has pointed out different models for evaluating training (Pineda, 2010).…”

Protection motivation theory and brick-and-mortar salespeople

“…Under PMT, a salesperson copes with customers' fear appeals by recognizing them (see Figure 1), accurately appraising their severity and likelihood and avoiding undesirable responses to them (see Figure 2) (Ruiter et al , 2014). Training (to enhance product knowledge and selling skills) and coaching can enhance these coping skills (Olexová, 2018). Delaying either one until an inability to handle customers' fear appeals becomes toxic and will harm a salesperson needlessly.…”