Generation Z's expectations from coaching

Authors

    Ahmed Jihad MohammedAmen AlZankanh Department of Business Administration, University of Mazandaran, Babolsar, Iran
    Mohsen Alizadeh Sani * Department of Executive Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran alizadehsani@umz.ac.ir
    Meysam Shirkhodaie Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran
    Mohammad Safari Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran
    Aboalhasan Hosseini Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran
https://doi.org/10.61838/

Keywords:

Coaching, Life Coaching, Generation Z, Iraq

Abstract

This study examines the expectations and motivations of Generation Z students toward life coaching, highlighting the growing importance of understanding how this cohort interacts with life coaching. Employing an applied qualitative design within an interpretive paradigm, the research drew on semi-structured interviews with 20 students from the University of Kirkuk, Iraq. Data were analyzed thematically, following systematic coding procedures until theoretical saturation was reached. The findings revealed seventeen shaping students’ expectations from coaching: Coaching Approach (personalized guidance), Communication Skills (active listening, constructive feedback, effective communication), Goal Orientation (measurable goals, transparent evaluation), Skill Development (enhancing capabilities, expertise transfer), Emotional Support (motivation, empathy, psychological safety), Professional Attitude (ethics, accountability, flexibility), Problem-Solving Capacity (practical decision-making skills), and Resource Facilitation (access to tools and networks). The study contributes to the literature on coaching and generational learning by highlighting the culturally grounded expectations of Iraqi students. Practically, the findings suggest that coaches and educational institutions should adopt tailored, ethically sound, and goal-focused approaches to enhance engagement and effectiveness when working with Generation Z.

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Additional Files

Published

2026-01-01

Submitted

2025-09-11

Revised

2025-11-25

Accepted

2025-12-01

Issue

In Press

Section

Articles

How to Cite

AlZankanh, A. J. M. ., Alizadeh Sani, M., Shirkhodaie, M. ., Safari, M. ., & Hosseini, A. . (2026). Generation Z’s expectations from coaching. International Journal of Innovation Management and Organizational Behavior (IJIMOB), 1-7. https://doi.org/10.61838/
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