The Impact of Perceived Benefits of Customer Service Training on In-Role Performance in the UAE Retail Sector

Abstract

The aim of this study is to explore the effect of perceived benefits of customer service training on in-role performance of employees in retail industry in United Arab Emirates. While the UAE retail industry is in a state of rapid growth, issues like employee turnover and fluctuation in performance are also a major problem. The objective of the present research was to fill this gap in the literature by offering quantitative evidence of the link between training perceptions and job performance in this context. The design of the research used was deductive positivist, mono method and quantitative research, the data collection method was in the form of an online survey using Google Forms. 208 valid responses were received from the UAE retail workers who attended the Customer Service Training. A total of 11 items were included in the survey and were rated on a five-point Likert scale, which were validated scales. IBM SPSS Statistics was used for the analysis of the data, with descriptive statistics, reliability analysis, Pearson correlation and linear regression performed. Results showed that the perceived benefits of customer service training is positively related at a moderate level to in-role performance (r = .537, p < .001). The analysis of in-role performance using linear regression revealed that the variance in in-role performance was significantly explained by perceived training benefits (R² = .288). The results of the study show that there is a positive relationship between perceived training benefits and in role performance. The findings of this study add to the human resource management literature and suggest some practical implications for HR managers and practitioners in the UAE retail sector.