The value of coaching on the employee and the organization / Dr. Roziyana Jafri, Dr. Kardina Kamaruddin and Dr. Syahida Abd Aziz

Due to intense global competition, organizations are becoming increasingly aware of the importance of human resources. Effective human resources are also viewed as a primary source of competitive advantage that propels businesses to success. To enhance the performance of the organization, human resource management is investing in its human capital to develop its talents. Organizations are turning to coaching to improve employee performance and gain a distinct competitive advantage in the market. By introducing coaching, they are targeting personnel in their business, hoping to improve each one’s performance.