Abstract

The purpose of this study was to investigate the positive impact that social value coaching has on employees, specifically highlighting the role of regulatory focus. Based on a coaching model, we developed a social value coaching program and applied it to the employees. We investigated whether the experimental group that participated in the social value coaching program would report higher levels of meaning of work, hedonic job satisfaction, eudaimonic job satisfaction, and job crafting compared to the control group, as well as whether regulatory focus would function as a moderator. We only analyzed the moderating role of prevention focus as promotion focus did not show any moderating effects. The results suggest that the experimental group that participated in the social value coaching program reported significant increases in all of the outcome variables compared to the control group. Additionally, for meaning of work, hedonic job satisfaction, and eudaimonic job satisfaction, the effects of the coaching program was stronger for those with a higher level of prevention focus than those with a lower level of it. Based on these results, we discussed the implications and limitations of this research, as well as suggestions for future research.