Training customers: an organizational experience

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Title: Training customers: an organizational experience
Authors: Llopis, Juan | Gascó, José L. | González-Ramírez, Reyes
Research Group/s: Dirección de Sistemas de Información y de Recursos Humanos
Center, Department or Service: Universidad de Alicante. Departamento de Organización de Empresas
Keywords: Training methods | Customers | Customer service management | Customer orientation | Spain
Knowledge Area: Organización de Empresas
Date Created: 2006
Issue Date: 2006
Publisher: Emerald Group Publishing Limited
Citation: LLOPIS TAVERNER, Juan; GASCÓ GASCÓ, José Luis; GONZÁLEZ RAMÍREZ, M. Reyes. “Training customers: an organizational experience”. Industrial and Commercial Training. 2006, Vol. 38, Issue 2. ISSN 0019-7858, pp. 78-85
Abstract: Purpose – To analyze, through a case study, the essential premises on the basis of which a training plan for the customers of any given firm can be designed, implemented and evaluated. Design/methodology/approach – This paper starts with a review of the literature on customer service training, which is followed by a discussion on how a training plan for customers could be elaborated. After that, the case method is applied (mainly through semi-structured interviews) to a firm that approaches this type of training in an innovative way. Findings – Concludes that a training plan for the firm's internal staff cannot be extrapolated to customers. Describes how training plans must be modified so as to adapt them to customers. Research limitations/implications – It will be necessary to identify other cases and check to what extent the methodology resembles the one we have applied and how successful it is, so that a standard action protocol can be established. Practical implications – Presents a real case of success at customer training in an industrial firm and provides a model, not only for future research, but also for the direct implementation of these techniques by other firms belonging to any industrial sector. Originality/value – The accurate description of a training plan for customers made by an industrial firm and its treatment based on the study of a real case. The establishment of action guidelines that will pave the way for further academic research in this field as well as its clear business applicability.
ISSN: 0019-7858
DOI: 10.1108/00197850610653144
Language: eng
Type: info:eu-repo/semantics/article
Peer Review: si
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Appears in Collections:INV - SIRHO - Artículos de Revistas

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