Skip to main content
SpringerLink
Log in

A model to evaluate the effectiveness of enterprise training programmes

  • Published:
International Entrepreneurship and Management Journal Aims and scope Submit manuscript

Abstract

This paper describes a model developed to measure customer satisfaction with enterprise training programmes. Based on developments in customer satisfaction and quality measurement, it is proposed as an alternative to the training evaluation model developed by Kirkpatrick (1959). A single indicator, a Customer Satisfaction Index (CSI), quantifies the level of satisfaction with each training programme. The model also measures the individual parameters that contribute to the CSI, as well as their relative importance. It facilitates a benchmarking process regarding these parameters and between training programmes. The development process of the model is described, as is its use in practice.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Almanza, B. A., Jaffe, W., & Lin, L. (1994). Use of service attribute matrix to measure customer satisfaction. Hospitality Research Journal, 17(2), 63–75.

    Article  Google Scholar 

  • Barsky, J. D. (1995). World-class customer satisfaction. Burr Ridge, IL: Irwin Professional.

    Google Scholar 

  • Barsky, J. D., & Labagh, R. (1992). A strategy for customer satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 33(5), 32–40.

    Google Scholar 

  • Barsky, J. D., & Nash, L. (2002). Evoking emotion: Affective keys to hotel loyalty. Cornell Hotel and Restaurant Administration Quarterly, 43(2), 39–46.

    Article  Google Scholar 

  • Bassi, L. J., & van Buren, M. E. (1999). 1999 ASTD state of the industry report. Alexandria, V.A.: The American Society for Training and Development.

    Google Scholar 

  • Bearden, W. O., & Teale, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing, 20, 21–28.

    Article  Google Scholar 

  • Buckley, R., & Caple, J. (2004). The theory and practice of training (5th ed.). London and Sterling, VA: Kogan Page.

    Google Scholar 

  • Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66, 35–55.

    Google Scholar 

  • Carnevale, A. P., & Schulz, E. R.(1990). Return on investment: Accounting for training. Training and Development Journal, 44(7), S1–S32.

    Google Scholar 

  • Churchill, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491–504.

    Article  Google Scholar 

  • Dabholkar, A. P. (1993). Customer satisfaction and service quality: Two constructs or one? In D. Craven & P. Dickson (Eds.), Enhancing knowledge development in marketing (pp. 10–18). Chicago, IL: American Marketing Association.

    Google Scholar 

  • Dabholkar, A. P. (1995). A contingency framework for predicting causality between customer satisfaction and service quality. Advances in Consumer Research, 22, 101–108.

    Google Scholar 

  • Dixon, N. M. (1996). New roots to evaluation. Training and Development, 50(5), 82–86.

    Google Scholar 

  • Eseryel, D. (2002). Approaches to evaluation of training: Theory and practice. Educational Technology & Society, 5(2), 93–98.

    Google Scholar 

  • Gardial, F. S., Woodruff, B. R., Burns, M. J., & Clemons, D. S. (1993). Comparison standards: Exploring their variety and the circumstances surrounding their use. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 6, 63–73.

    Google Scholar 

  • Getty, M. J., & Thomson, N. K. (1994). The relationship between quality, satisfaction, recommending behaviour in lodging decisions. Journal of Hospitality & Leisure Marketing, 2(3), 8.

    Google Scholar 

  • Gordon, J. (1991). Measuring the “goodness” of training. Training and Development, 28(8), 19–25.

    Google Scholar 

  • Gronroos, C. (1993). Towards a third phase in service quality research. In S. W. Brown (Ed.). Advances in service marketing and management (pp. 49–64). Greenwich, CT: JAI.

    Google Scholar 

  • Halstead, D. (1993). Exploring the concept of retrieved expectations. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 56–62.

    Google Scholar 

  • Hayes, B. E. (1998). Measuring customer satisfaction. Survey design, use and statistical analysis methods. Milwaukee, WI: ASQ Quality.

    Google Scholar 

  • Hill, N., Brierley, J., & MacDougall, R. (1999). How to measure customer satisfaction. Aldershot: Gower.

    Google Scholar 

  • Hill, N., Self, B., & Roche, G. (2002). Customer satisfaction measurement for ISO 9000:2000. Oxford, UK: Butterworth-Heinemann.

    Google Scholar 

  • Holcomb, J. (1993). Make training worth every penny. Del Mar, CA: Wharton.

    Google Scholar 

  • Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—An empirical analysis. Psychology and Marketing Journal, 18(1), 43–66.

    Article  Google Scholar 

  • Iacobucci, D., Grayson, A. K., & Ostrom, A. (1994). The calcalus of service quality and customer satisfaction: Theoretical and empirical differentiationand integration. In T. A. Swart, D. E. Bowen & S. W. Brown (Eds.), Advances in service marketing and management, 3 (pp. 1–67). Greenwich, CT: JAI.

    Chapter  Google Scholar 

  • Johnson, M. D., & Gustafsson, A. (2000). Improving customer satisfaction, loyalty, and profit: An integrated measurement and management system. San Francisco, CA: Jossey-Bass.

    Google Scholar 

  • Kirkpatrick, D. L. (1959). Techniques for evaluating training programs. Journal of American Society for Training and Development, 13, 11–12.

    Google Scholar 

  • Llosa, S., Chandon, J., & Orsingher, C. (1988). Empirical study of seriqual’s dimensionality. Service Industries Journal, 18(2), 16–44.

    Google Scholar 

  • Martilla, J., & James, J. (1978). Importance–performance analysis. Journal of Marketing, 41, 77–79.

    Article  Google Scholar 

  • McMahon, F. A., & Carter, E. M. A. (1990). The great training robbery. New York: Falmer.

    Google Scholar 

  • Naumann, E. (1995). Customer satisfaction measurement: Using the voice of the customer. Cincinnati, OH: Thomson Executive.

    Google Scholar 

  • Oh, H., & Parks, C. S. (1997). Customer satisfaction and service quality: A critical review of the literature and research implications for the hospitality industry. Hospitality Research Journal, 20(3), 46–49.

    Google Scholar 

  • Oliver, R. L. (1980). A cognitive model of the antecedents of satisfaction decisions. Journal of Marketing Research, 17, 46–49.

    Article  Google Scholar 

  • Oliver, R. L. (1993). A conceptual model of service quality and service satisfaction: Comparable goals and different concepts. In T. A. Swart, D. E. Bowen & S. W. Brown (Eds.), Advances in service marketing and management, Vol.2 (pp. 65–85). Greenwich, CT: JAI.

    Google Scholar 

  • Oliver, R. L. (1997). Satisfaction: A behavioural perspective on the consumer. New York: McGraw-Hill.

    Google Scholar 

  • Parasuraman, A., Zeithamal, A. V., & Berry, L. L. (1988). Servqual: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12–40.

    Google Scholar 

  • Phillips, J. J. (1991). Handbook of training evaluation and measurement methods. Houston, TX: Gulf.

    Google Scholar 

  • Phillips, J. J. (1997). A rational approach to evaluating training programs including calculating ROI. Journal of Lending and Credit Risk Management, 79(11), 43–50.

    Google Scholar 

  • Prakash, V., & Lounsbury, W. J. (1983). Reliability problems in the measurement of expectations. In P. R. Bagozi & M. A. Tybout (Eds.), Advances in consumer research (pp. 244–249). Ann Arbour, MI: Association for Consumer Research.

    Google Scholar 

  • Spreng, R. A., & Singh, A. K. (1993). An empirical assessment of the Servqual scale and the relationship between service quality and satisfaction. Enhancing knowledge development in marketing, Vol.4 (pp. 1–6). Chicago, IL: American Marketing Association.

    Google Scholar 

  • Taylor, S. A. (1994). Distinguishing service quality from patient satisfaction in developing health care marketing strategies. Hospitality and Health Services Administration, 39, 221–236.

    Google Scholar 

  • Tse, D. K., & Wilson, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research 1988 (25, May). 204–212.

  • Vavra, T. G. (1997). Improving your measurement of customer satisfaction. Milwaukee, WI: ASQ Quality.

    Google Scholar 

  • Weber, K. (1997). Assessment of tourist satisfaction, using the expectancy disconfirmation theory, a study of German travel market in Australia. Pacific Tourism Review, 1, 35–45.

    Google Scholar 

  • Yuksel, A., & Rimmington, M. (1998). Customer satisfaction measurement: Performance counts. Cornell Hotel and Restaurant Administration Quarterly, 39(6), 60–70.

    Google Scholar 

  • Yuksel, A., & Yuksel, F. (2001). Measurement and management issues in customer satisfaction research: Review, critique and research agenda. Part two. Journal of Travel and Tourism Marketing, 10(4), 81–111.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Mayo County Enterprise Board, McHale Retail Park, McHale Road, Castlebar, County Mayo, Ireland

    Frank Fullard

Authors
  1. Frank Fullard
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Frank Fullard.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Fullard, F. A model to evaluate the effectiveness of enterprise training programmes. Int Entrep Manag J 3, 263–276 (2007). https://doi.org/10.1007/s11365-006-0034-8

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11365-006-0034-8

Keywords

Search

Navigation