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Training in retailing: a guide for improving the supply of courses

Marta Fernández Barcala (Marta Fernández Barcala is Associate Professor of Business Management, Faculty of Business, University of Oviedo, Spain.)
Ana Ma Díaz Martín (Ana Ma Díaz Martín is Associate Professor of Marketing, Faculty of Business, University of Oviedo, Spain.)
Juan A. Trespalacios Gutiérrez (Juan A. Trespalacios Gutiérrez is Professor of Marketing, Faculty of Business, University of Oviedo, Spain.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 July 2000

Abstract

Aims to provide the entities and institutions that train retailers with a series of recommendations to improve the quality of the courses they organise and give, especially concerning the aspects where those actually receiving training detect the greatest shortcomings. Hence, the perceptions of the individuals attending the courses as well as the importance they give to each of the aspects considered to be relevant for evaluating the quality of training received have been analysed. To this end, a measurement instrument based on the SERVPERF scale has been developed and, according to the quality evaluations obtained, the retailers have been classified into homogeneous groups. Evaluating the quality of the training received, grouping the retailers, and detecting significant differences among the groups will enable the bodies organising and/or giving courses to diversify their offerings in terms of the characteristics of those receiving training. They will also be able to determine the strengths and weaknesses of these courses at an overall level as well as for each of the groups. Likewise, clues can be found to improve aspects of the training courses to which due attention may not be being paid at the present time.

Keywords

Citation

Fernández Barcala, M., Díaz Martín, A.M. and Trespalacios Gutiérrez, J.A. (2000), "Training in retailing: a guide for improving the supply of courses", International Journal of Retail & Distribution Management, Vol. 28 No. 6, pp. 243-260. https://doi.org/10.1108/09590550010328427

Publisher

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MCB UP Ltd

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