PRECEDING studies in the Symposium have examined the effects of behavior modeling training on management role playing behavior (Burnaska, 1975), assessment center behavior (Moses and Ritchie, 1975), and on-the-job training (Byham, 1975). This paper is concerned with the effect of behavior modeling training on employee morale, customer satisfaction, and sales. Historical Perspective The first training program i n which this author used behavior modeling skills training was conducted in IBM in 1972. The objective of this training was t o improve the employee morale in the branch offices. The managers in 18 branch offices were trained, in two sessions each, how t o communicate effectively with individual employees and groups of employes, how to feed back opinion survey information, and how to prepare meaningful action plans to improve morale. This study will be discussed in detail later in this paper. As a result of the success of this first training program to improve employee morale, modeling training was developed for second-level managers t o focus on ways of improving communication with customers, customer satisfaction, and sales t o customers. This second training program tested the effectiveness of behavior modeling versus a traditional type of management training and a
Personnel Psychology – Wiley
Published: Sep 1, 1976
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