Effect of Coaching on Employee Performance: The Case of East Africa Bottling S.C (Coca Cola Ethiopia)
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Date
2020-06
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Addis Ababa University
Abstract
This research started having the main of assessing the effect of coaching on employee
performance at East Africa Bottling S.C (EABSC), the exclusive manufacturer of Coca Cola
product in Ethiopia. For the achievement of this major objective the research emphasizes on 4
areas of interest which are employee understanding the role of coaching practice, feedback
provision of coaching, use of structured coaching plan, coaching environment or culture and
assess the relationship with employee sales performance. The research collected the relevant
data using structured questionnaire and different document from the company. The
questionnaire was distributed via Google forms for ease of completion and included the sales
employees and managers currently working at EABSC in Ethiopia. The research used explanatory
method to analyze the data collected from the sample employees. Consequently, the findings of
the research were discussed, the major finding of the research indicated that the company seem
to have a good coaching practice has been which partially could be attributed to the company
being subsidiary of international firm and this has been positively related with employee
performance. The coaching feedback provision that also been assessed in this research and
employees are satisfied with the feedback they are getting from their coaches. Accordingly, the
research also revealed that conducive coaching environment and application of structured
coaching plan have a very strong effect on employee performance at EABSC in Ethiopia. Even if
the company seem to be on a solid ground on its coaching practice and its system, there are
somethings that needs further digging and adjustment to make the best use of coaching. Some
of the recommendations include focus of the coaching was criticized to being mostly to solve
temporary performance problems, sometimes focus of feedback seem to be on employee’s
shortcomings, frequency of coaching is also a bit inconsistent. Finally, the research suggested
developing of coaching APP for better tracking of the coaching.
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Keywords
Coaching, Performance, Sales