ISBN 978-93-91882-40-2 (Print)
ISBN 978-93-91882-10-5 (eBook)
DOI: 10.9734/bpi/mono/978-93-91882-40-2

First and foremost, we would like to extend our gratitude and appreciation to all related parties for making possible the publication of this book titled “An Action Research of Retaining Sales Personnel in a Financial Institution”. This book consists of seven chapters explaining the flow and cycles of action research. The main focus of this book is to introduce effective interventions to reduce the turnover rate of sales personnel in a financial institution. The first chapter of this book explains the background of the study, the problematic situation that leads to this study, research questions, research objectives and significance of this research. The second chapter discusses the industry background, issues and factors that influence the turnover rate in a financial institution. The identified factors are based on Herzberg’s theory and interventions are proposed to retain sales personnel in the financial institution. The third chapter explains the research methodology that covers research design, research method, population, sampling, research instruments, data collection and data analysis method. The fourth chapter analyzes the quantitative data by using SPSS and qualitative data via NVivo. Analysis results and findings of this research were discussed and the effectiveness of the interventions was evaluated. The fifth chapter presents a reflection of action research cycle one. Each process of the action research namely entrance, diagnosis, action planning, intervention implementation, evaluation and reflection was evaluated and an overall reflection of the action research cycle one was produced before moving on to action research cycle two. The sixth chapter touches on the reporting of action research cycle two findings and the attainment of the research objectives. Paired t-test analysis was used to determine the significant differences in the data collected for pre-intervention and post-intervention. Reflection on action research processes was conducted to gauge the effectiveness of each process. The final chapter of this book puts forward the research implications for practice and its contributions to the theory. It also explains the limitations of this research and suggests ways to improve future research. This book concludes that action research is an effective way of approaching a problem and making progress towards a change in organizations.

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An Action Research of Retaining Sales Personnel in a Financial Institution

Nurul Aida Binti Abu Bakar, Ong Choon Hee

An Action Research of Retaining Sales Personnel in a Financial Institution, 28 August 2021, Page 1-30

This book reports a case study in a financial institution corporation on how to retain sales personnel in the organization. The number of sales personnel that leave the financial institution occurs every year. The research objective is to find out the reasons for the turnover rate that occurs among the sales personnel in the financial institution and ways to retain the sales personnel from leaving the financial institution. This book will focus on methods that can be done to increase the retention of the sales employee by using Herzberg’s theory as a model of intervention. Our goal is to explore the most effective interventions that give an impact to retain the sales personnel. The specific intervention was proposed to determine the effectiveness of the method to retain sales personnel in the organization. Additional resources were recommended to the management to ensure better employee retention and a reduced turnover rate is achieved. This book provides important information and transformation plans for the company under study and set a benchmark for other organizations in the same industry to implement better interventions to retain sales employee in the organization.