Date of Publication

8-1-2020

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Sales and Merchandising

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization

Thesis Adviser

Rachel A. Quero

Defense Panel Chair

Patrick Aure

Defense Panel Member

Angelique Blasa-Cheng
Karen Aquino

Abstract/Summary

This insider action research focused on training intervention to improve the sales performance of employees located in remote sales outlets of our Company X, a distributor firm for a popular lifestyle footwear. Through action research, methods of inquiries, and systems analysis, our team identified the absence of formal training among sales associates from remote areas as a key factor affecting sales productivity. Hence, our team administered an online training program to sales associates located in our Mindanao stores, which occurred during the COVID-19 lockdown period. Through the use of the Kirkpatrick Model, we assessed the effectiveness of the online training. We applied the process framework of Lewin’s Change Model to manage organizational change through different phases of the process. Results revealed that training has improved employee knowledge (product and company) and skills (listening and problem-solving) which in turn, helped produce a positive impact on sales performance. This action research has significant implications for designing and evaluating sales training programs for the retail industry.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Sales management; Sales personnel—Training of

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Embargo Period

5-24-2022

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