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    What clients want: a conjoint analysis of precursors to coach selection

    Rojon, C. and Bode, N. and McDowall, Almuth (2020) What clients want: a conjoint analysis of precursors to coach selection. International Journal of Evidence Based Coaching and Mentoring 18 (1), pp. 73-87. ISSN 1741-8305.

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    Abstract

    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.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): coaching, conjoint analysis, client requirements
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Organizational Psychology
    Depositing User: Almuth McDowall
    Date Deposited: 03 Feb 2020 12:55
    Last Modified: 24 Jun 2020 16:36
    URI: http://eprints.bbk.ac.uk/id/eprint/30737

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