Using the Gioia methodology to investigate BtoB account managers’ expectations regarding e-learning

Introduction: In the banking industry, business-to-business (BtoB) account managers play an essential role in managing customer relationships. In a constantly changing environment, they must continually update their skills to meet customer expectations and market demands. E-learning is a promising solution to reinforce their knowledge and skills in a flexible and accessible way.
Goals and Methods: We aimed at identifying and understanding expectations of BtoB account managers concerning e-learning programs, in the banking industry. A qualitative study based on the Gioia methodology was conducted. The Gioia methodology brings qualitative rigor to the conduct and presentation of inductive research. In addition, it encourages the presentation of the research findings in a way that demonstrates the connections among data and the emerging concepts.
We conducted 20 semi-structured interviews and then performed both a 1st order analysis (i.e., an analysis using informant-centric terms to formulate codes) and a 2nd order analysis (i.e., one using researcher-centric concepts to formulate themes and overarching dimensions). We then conceptualized a grounded model presenting informants’ expectations regarding e-learning but also implications with regard to the optimization of e-learnings programs.
Results and conclusions: Informants expect customized e-learning training programs that meet their specific needs. Training programs should take into account the particularities of the banking industry and provide concrete examples. Training should enable these practitioners to acquire applicable knowledge.
BtoB account managers also show a strong interest in interactive and active learning methods, and exchange of practices, which foster learner involvement, stimulate critical thinking and make it possible to apply the competencies acquired during training to work situations. Flexibility is another crucial expectation. Informants expect trainings that fit with their work pace and constraints.
In sum, it is essential to offer personalized, interactive and flexible e-learning programs, taking into account the specificities of the banking industry.