What Clients Want: A Conjoint Analysis of Precursors to Coach Selection

International Journal of Evidence Based Coaching and Mentoring

Céline Rojon¹  Almuth McDowall²  Nicole Bode³ 

[1] ITB Consulting GmbH and University of Edinburgh;University of London;Universität Erfurt;

关键词: workplace coaching;    conjoint analysis;    attributes;    relationships;   

DOI  :  10.24384/68qj-0r87

来源: DOAJ

【 摘 要 】

This study investigated individuals’ preference structures for workplace coaching providers. Guided by questions about relative weightings of seven important coach(ing) characteristics (i.e., coach work experience/background/gender; coaching training; personal recommendations; client feedback; coaching cost), we carried out a conjoint analysis, using a mixed occupational sample (N = 383). In addition, we conducted linear regression analyses to determine the extent to which coaches’ perceived competence, likeability and trustworthiness might impact on individuals’ decision-making processes.Potential coachees favoured professionally trained coaches with four to ten years’ experience and a similar background to themselves, were female, and charged below average fees. Personal recommendations and existing client feedback further influenced potential consumers’ decision-making. Moreover, perceived competence was highly predictive of potential coach selection.

【 授权许可】

Unknown