\u201cTit for Tat\u201d\u2014The Outcomes of Coaching in Service Companies

Abstract

Workplace coaching has been established as a popular managerial development tool to support employees on all hierarchical levels. In service industries, coaching is underrepresented. This is rather surprising because more than in any other industry, the employees’ attitudes and personal job satisfaction have an impact on customers’ service perceptions. Thus, taking care of the service personnel should be a top concern for service firms. This position paper therefore presents the challenges service employees are confronted with, according to their distance to the customer, and describes how coaching may help them to overcome those challenges from a conceptual point of view. Service employees may be influenced by workplace coaching, affecting not only their work performance (i.e. skill-based outcomes), but also their attitude and personality (i.e. psychological outcomes). Theoretically, this study adds on previous research, by presenting a conceptual discussion of positive outcomes of coaching for service organizations, which is supplemented by considerations about negative or unwanted effects. Service practitioners learn that coaching can be widely applied to different employee groups and gain a differentiated perspective about conceivable positive and negative outcomes.