Impact of Training and Development on Employee Performance at Celcom Malaysia

Running head: CELCOM MALAYSIA
Celcom Malaysia
Name of the student:
Name of the university:
Author note

1CELCOM MALAYSIA
Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.0 Background of the company.............................................................................................3
1.1 Purpose of the study...............................................................................................................4
1.2 Problem statement.................................................................................................................5
1.3 Aim of the research................................................................................................................5
1.4 Research objectives...............................................................................................................6
1.5 Research questions.................................................................................................................6
Chapter 2: Literature Review...........................................................................................................6
2.0 Introduction of the concept...............................................................................................6
2.1 Different types of training and development.........................................................................7
2.2 Critical review of theories.....................................................................................................8
2.2.1 Human Capital Theories.................................................................................................8
2.2.2 Competency Theories.....................................................................................................9
2.2.3 Social Learning Theories..............................................................................................10
2.2.4 Contingency Theory.....................................................................................................11
2.2.5 Trait Theory..................................................................................................................11
2.2.6 Great Man Theory.........................................................................................................12
2.3 Empirical Studies.................................................................................................................13
2.3.1 Summary.......................................................................................................................15

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2.4 Research gap........................................................................................................................17
2.5 Conceptual framework.........................................................................................................17
2.6 Research hypothesis.............................................................................................................18
Chapter 3: Methodology................................................................................................................20
3.0 Research Philosophy.......................................................................................................20
3.1 Research Approach..............................................................................................................21
3.2 Research Design..................................................................................................................22
3.3 Research Strategy................................................................................................................23
3.4 Data collection.....................................................................................................................25
3.5 Data analysis........................................................................................................................26
3.5 Ethical considerations..........................................................................................................28
3.7 Summary..................................................................................................................................28
References......................................................................................................................................30

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Chapter 1: Introduction
1.0 Background of the company
Celcom is one of the oldest providers of mobile telecommunications in Malaysia. It was
founded in the year 1988. Axiata group of companies is the parent company of Celcom. It is one
among those few companies in Malaysia to hold cellular phone license. The company is
responsible for successfully initiating mobile telephone service through Automatic Radio
Telephone Service in Malaysia. The company excels in using advanced technology in their
service as they had used first generation ETACS (Extended Total Access Communication
System) design of the United Kingdom. They have also improved their operating function by
using dialing prefix identifier to provide digital GSM, which is a European standard mobile
communications used worldwide (Celcom.com.my, 2018).
At present, the company is using Virtual Mobile Operator services and CDMA technology to
improve rural communication. In comparison to other cellular operators in Malaysia, Celcom is
much ahead in offering extensive mobile coverage throughout the country. 2G, 3G and 4G LTE
services are provided by the company on a post- paid and pre- paid basis. The company is aimed
at providing the highest speed of network coverage throughout Malaysia in the coming years and
therefore they have focused on improving their business (Cascio 2018). Training and
development of the employees have been considered as the major factor for better organizational
performance. Therefore, this particular area formed the basis of this research study. This report
will highlight the relevant literature review and specific methodologies that was taken up for this
research.

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1.1 Purpose of the study
One of the leading telecommunication providers in Malaysia, Celcom is concerned about
providing effective training and development to the employees for organizational excellence.
The purpose of this study is to find out the impact of training and development of the employees
in Celcom Malaysia to improve performance in the organization. The company had initially
arranged for several training sessions but there was no positive outcome. In the present time, the
company is still struggling to attain their objective (Konings and Vanormelingen 2015).
The issues in the organization were centered on the area of customer service where the
employees were spending most of their time with the customers. The frontline employees were
the one who did the most important task of dealing with the customers and considered as a
significant part of Celcom business. The training that was conducted in the organization dealt
with customer service, telephone etiquette, knowledge on products and services, system
information, customer experience, management and leadership programs, quality assurance
training. These were the major areas, which needed immediate improvement. Therefore, the
purpose of the study was to estimate the impact of training and development on employee
performance in Celcom Malaysia (Mone and London 2018).
As the company is one of the leading telecommunication providers in Malaysia, therefore
they need to carefully deal with the issues that might hamper their reputation. Employees are
regarded as the pillars of the organization and they require suitable treatment. Providing training
and development to them will make them feel that the company values their position. Therefore,
this study was taken up with the purpose of seeking the significance of training and developing
the employees for organizational performance (Jones, Woods and Guillaume 2016)

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1.2 Problem statement
Celcom Malaysia had initially taken up training sessions for the employees of the
organization but those were futile in achieving the required objectives. Moreover, there was not
much work done previously on this topic hence, there is accessibility to limited research papers
for review. Low quality service in the telecommunications sector is a major issue, which has
increased concerns for the customers. Celcom being a leading network provider did not want to
face the negative effect of deteriorated service and they wanted to improve their business. They
started investing for organizational improvement with special focus on the training and
development of the employees (Leberman and McDonald 2016).
The main function of telecommunication sector is to deal with the customers and
therefore employees need to be trained effectively for addressing the issues mentioned above. It
is worth noting that there is hardly any study conducted on seeking the issues related to training
and development of the employees. The small amount of studies that were conducted on this
topic has only highlighted the general area of human resource management thereby creating a
loophole on finding about the actual topic. Therefore, this was considered as a problem and this
particular research was taken up to focus on the gap (Robertson et al. 2015).
1.3 Aim of the research
This research was aimed at finding the impact of training and development for employee
performance at Celcom Malaysia. Moreover, the gap was required to find out, which made the
previous training sessions ineffective in terms of employee performance.

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1.4 Research objectives
Following are the research objectives, which were designed to solve the issue related to
training and development of the employees.
 To find out the importance of training and development on employee performance at
Celcom Malaysia
 To find out the positive impact of effective training and development
 To analyze the improvement in business of Celcom as a result of training and
development of the employees
1.5 Research questions
Following are the research questions, which were helpful in finding the solution to
research topic:
1. What is the significance of training and development on employee performance at
Celcom Malaysia?
2. How will effective training and development have a positive impact on employee
performance?
3. How will Celcom improve their business by proper training and development of the
employees?
Chapter 2: Literature Review
2.0 Introduction of the concept
Organizational performance largely depends on the way employees are managed, developed
and stimulated. The employees need to be motivated and encouraged properly for setting them

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on the right path. Employee performance plays a major role in organizational excellence.
Therefore, there is an increasing need for effective training and development in Celcom Malaysia
for improving their business. The performance of the employees needs to be constantly
monitored to check on their regular performance. It is important to keep a track of the routine
activities of the employees and the impact of the same on organizational improvement. The
managers are responsible for checking out if the employees are working as per the objectives of
the organization (Rothwell, Hohne and King 2018). If there is any loophole or gap in their
performance then it becomes the duty of the managers to find out ways of improvement.
Training and development are the immediate requirements to bridge skills and knowledge gap.
An effective training and development session boost up the morale of the employees and they
can work with much more commitment and dedication.
2.1 Different types of training and development
Training and development of employees are an important part of organizational
performance. There are different ways, by which employees can be trained such as technology
training, quality training, skills training, professional training, team training and managerial
training.
Technological training allows the employees to be acquainted with the technological
advancements in their job field. Technological training varies from one sector to another. For
Celcom Malaysia, the technological training will require knowledge gaining about the new
mobile software (Bakker and Demerouti 2014).
Quality training refers to introducing the employees with the effective ways of producing
good quality products and services. Quality of products and services is important for setting a