Establishing the financial returns arising from an evaluation of a retail training programme

Abstract

PurposeThe purpose of this paper is to propose an evaluation of training for shop assistants, specifically in retail chains.Design/methodology/approachThe proposed evaluation is based on Kirkpatrick’s model and Phillips’ modification. The representative case study includes the application of the training evaluation at the fourth and fifth levels of evaluation in a particular chain of retail stores. The data were collected from the retail chain’s financial reports, internal documents related to training of employees and interviews with managers in the retail chain.FindingsThe results contribute to the training evaluation literature by presenting a training evaluation for shop assistant using evidence from a retail chain. The training focussed on selling skills and product knowledge; the details of evaluating the training are presented, encompassing mainly the benefits and costs of the training and return on investment calculation.Research limitations/implicationsThe training evaluation was tested only in selected types of training courses for shop assistants. To generalise the results, its adoption in different types of training and retail companies is required in future research.Practical implicationsThe application of this training evaluation should help to achieve training objectives and enhance the quality of training in the retail chain. The results of the paper can be used as practical inspiration for managers of retail stores.Originality/valueThis paper proposes and applies a specific evaluation of training courses in retail.