The importance of the trainer: factors affecting the retention of clients in the training services sector

Jonathon Brotherton; Carl Evans

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The importance of the trainer: factors affecting the retention of clients in the training services sector

机译：培训师的重要性：影响客户留在培训服务行业的因素

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Purpose - The purpose of this paper is to examine the factors that affect customer retention in the training services sectorrnDesign/methodology/approach - Using the customer base of a national training provider, interviews were initially carried out in order to explore attitudes, perceptions and opinions relating to the trainer-client relationship, before a questionnaire was issued to 200 randomly selected organisations.rnFindings - It is found that the role of the individual trainer is the crucial factor in retaining business clients, with quality of training delivered and the professionalism of the trainer being of utmost importance. Moreover, the relationship developed between training supplier and client is largely based upon the continuity of the trainer rather than the desire of clients to engage with relationship-enhancing aspects such as engaging in regular dialogue with a named contact.rnResearch limitations/implications - The paper concludes by discussing the need to develop this work by analysing different industrial segments, since training in some sectors, such as healthcare, is a mandatory requirement and may therefore have specific client demands.rnOriginality/value - Few studies on the trainer-client relationship exist. This paper therefore has important practical implications for training providers, who may base their marketing activities on relationship enhancing endeavours.

机译：目的-本文的目的是研究影响培训服务业客户保留率的因素rn设计/方法/方法-利用国家培训机构的客户群，最初进行了访谈，以探索态度，看法和意见与培训师与客户的关系有关，在向200个随机选择的组织发出调查表之前。rn发现-发现培训师的角色是留住业务客户的关键因素，培训的质量和专业水平培训师至关重要。此外，培训提供者与客户之间建立的关系很大程度上是基于培训者的连续性，而不是客户希望参与增进关系的方面，例如与指定联系人进行定期对话。rn研究局限/含意-本文结论是讨论了通过分析不同的行业领域来开展这项工作的必要性，因为在某些部门（例如医疗保健）的培训是一项强制性要求，因此可能会有特定的客户要求。rnOriginity / value-很少有关于培训师与客户关系的研究。因此，本文对培训提供者具有重要的实践意义，他们可能将营销活动基于增进关系的努力。

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《Industrial and Commercial Training》 |2010年第1期|23-31|共9页
作者
Jonathon Brotherton; Carl Evans;
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作者单位

West Midlands CBSA, Dudley, UK;

University of Worcester Business School, Worcester, UK;

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原文格式 PDF
正文语种 eng
中图分类
关键词
customer retention; customer loyalty; training agencies;

机译：客户保留;客户忠诚度;培训机构;

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1. The importance of the trainer: factors affecting the retention of clients in the training services sector [J] . Jonathon Brotherton Carl Evans Industrial and Commercial Training . 2010,第1期

机译：培训师的重要性：影响客户留在培训服务行业的因素
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8. Guide to Training New Trainers in Human Services: How to Assess, Design and Conduct Training for Human Services Workers [R] . Kunert, R. V. 1981

机译：培训人力服务新培训师指南：如何评估，设计和开展人类服务工作者培训

The importance of the trainer: factors affecting the retention of clients in the training services sector

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