Abstract:

Employee trainers’ credibility has been universally ignored by researchers and its significance has remained elusive across cultures. Thus, the objective of the present communication is to discuss trainers’ credibility determinants in Morocco. A qualitative study with in-depth interviews and the grounded theory approach (Glaser and Strauss, 1967; Strauss and Corbin, 1998) was adopted to carry out the research. Participants in the study consisted of 30 civil servants employed in various Moroccan governmental departments. A framework identifying distinct categories based on common determinants of trainers’ credibility was constructed. These categories were attributed the following designations: qualifications, perceived competence and personal characteristics. Respondents valued several Islamic principles and notions such as wisdom (hikmah), honesty (sidk), trust (amanah) and the trainer as a role model. The findings indicate that cultural values ought to be considered in trainers’ credibility in efforts to enhance the level of comprehension regarding credibility determinants that could impact training success and effectiveness. It is also recommended that organizations consider taking into account the determinants of credibility during the selection process of trainers who will be primarily tasked with delivering employee training. The following communication provides groundbreaking insights as it is the first study to investigate trainers’ credibility by resorting to an emic approach.In this respect, despite Renwick’s (2004) contribution, his framework nonetheless falls short from making any references to cultural variations and differences. The findings are intended to contribute to the body of knowledge and awareness of both researchers and practitioners in the field of education and training, and cross-cultural management.

Keywords:

Credibility, Culture, Morocco, Trainers’ Credibility