Evaluating the perceived effectiveness of face-to-face versus technology-based training on employee performance

Abstract

Orientation: The COVID-19 pandemic accelerated global adoption of technology-based training (TBT), compelling organisations to embrace digital learning solutions. While this transition offered flexibility, effectiveness depends on employee perceptions, with many preferring face-to-face training (F2FT). This study investigates whether South African organisations can transition to TBT while maintaining performance. Research purpose: This research evaluates the perceived effectiveness of TBT compared to traditional F2FT approaches in South African organisational contexts. By identifying optimal training methods across employee segments, it provides evidence-based guidance for organisations transitioning from conventional to technology-based delivery. Motivation for the study: Following COVID-19’s enforced digital transition, organisations have invested heavily in learning technologies without a robust evidence base. Evidence on performance outcomes and employee acceptance is vital for HR decision-makers navigating South Africa’s distinctive socio-economic context, characterised by unequal digital access and a diverse workforce. Research approach/design and method: This qualitative study employed thematic analysis to examine training preferences in the financial industry. Using purposive sampling, 12 financial sales advisers from the Western Cape participated in semi-structured interviews exploring experiences across different training modalities. Main findings: Analysis revealed perceived benefits across both delivery methods; however, F2FT emerged as the predominantly preferred approach, valued for its interactivity, real-time feedback and structured learning environment. Practical/managerial implications: These findings enable organisations to make informed decisions about training approaches, allowing HR professionals to design more effective development programmes that enhance employee performance and productivity. Contribution/value-add: This research offers actionable insights for training professionals and organisational leaders, informing evidence-based decisions about optimal training delivery within South African corporate contexts.