10.24384/68QJ-0R87
Rojon, Céline
Céline
Rojon
University of Edinburgh
Bode, Nicole
Nicole
Bode
University of Erfurt
McDowall , Almuth
Almuth
McDowall
University of London
What Clients Want: A Conjoint Analysis of Precursors to Coach Selection
Oxford Brookes University
2020
Journal article
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.