National Research Corporation and the University of Nebraska-Lincoln launch collaborative research project this spring
Lincoln, Nebraska, March 8, 2013 - National Research Corporation and the University of Nebraska-Lincoln (UNL) College of Business have partnered together on a collaborative research project. National Research will work with researchers from the College of Business to study the effects of Psychological Capital (PsyCap) on workplace performance within a marketing and sales setting.
PsyCap consists of a person's levels of Hope, Efficacy, Resilience, and Optimism. These four components work together to drive a person's motivation and effort. Dr. Fred Luthans, Management Professor at UNL, has pioneered the research on PsyCap and has proven its positive impact on workplace outcomes across numerous settings, including healthcare, education, military, and banking. The role PsyCap plays has not been studied in the marketing and sales setting, which helped drive the decision by National Research to participate.
As part of the project, National Research sales associates will complete a brief web survey four times a year and take part in a three-hour seminar. The UNL research team consists of Dr. Luthans, Dr. Scott Friend, Assistant Professor of Marketing, Dr. Ravi Sohi, Professor of Marketing and Business, and Jeff Johnson, Doctoral Candidate in Marketing.
Gregg Loughman, Vice President of The Governance Institute at National Research, believes this project will benefit the entire sales force at National Research.
"National Research has always viewed sales as a science rather than an art, so a scientific study linking outcomes to the psychological well-being of our team connects with our preconceived notions," Loughman said. "In addition, it also addresses one of our company's values that associates are vital to our success and to focus on programs that engage and inspire our top performers."
Luthans also looks forward to the project and its research opportunities.
"A marketing and sales setting offers an exciting opportunity to extend this impactful line of research because the focal outcomes often tend to extend beyond the boundaries of the organization and into the marketplace-for example, customer satisfaction," Luthans said.
About National Research Corporation
For more than 30 years, National Research Corporation (NASDAQ: NRCI) has been at the forefront of patient-centered care. Today the company's focus on empowering customer-centric healthcare across the continuum extends patient-centered care to incorporate families, communities, employees, senior housing residents, and other stakeholders. National Research's healthcare analytics products and solutions identify a path to better quality outcomes and patient experiences for home health agencies.
Recognized by Modern Healthcare as one of the largest patient satisfaction firms in the U.S., National Research is dedicated to representing the true voice of patients and other healthcare stakeholders. This integration of cross-continuum metrics and analytics uncovers insights for effective performance improvement, quality measurement, care transitions, and many other factors that impact population health management.