تاثیر منابع انسانی سبز بر وفاداری مشتری با توجه به نقش میانجی کیفیت فناوری بانکی: (مطالعه موردی کشورهای ایران و عراق)
محورهای موضوعی : مدیریت محیط زیست
مصطفی حمیدیاسر
1
,
حسین شریفی رنانی
2
*
,
مناف مرزه نعمه راضی
3
,
سعید دایی کریم زاده
4
1 - دانشجوی دکتری رشته اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران.
2 - دانشیار اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران. *(مسوول مکاتبات)
3 - دانشیار اقتصاد، دانشگاه قادسیه، دیوانیه، عراق.
4 - دانشیار اقتصاد، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
کلید واژه: منابع انسانی سبز, وفاداری مشتری, کیفیت فناوری بانکی.,
چکیده مقاله :
زمینه و هدف: بخش بانکی از طریق ارائه خدمات مالی به ذینفعان مختلف از جمله افراد، شرکت ها و ارگان های دولتی در تحریک توسعه اقتصادی نقش اساسی دارد و بنابراین نیاز است تا عوامل موثر بر آن مورد بررسی قرار گیرد. از جمله این موارد می توان به موضوع منابع انسانی سبز اشاره داشت. منابع انسانی سبز تلاش می‌کند تا شیوه‌های پایدار را در یک سازمان پیش ببرد که منجر به پیامدهای زیست‌محیطی مطلوب می‌شود و به طور همزمان رفاه کارکنان و کارایی سازمانی را افزایش می‌دهد که از این طریق می توان با وفاداری مشتریان ارتباط پیدا نماید. همچنین در این رابطه، کیفیت فناوری بانکی نیز می تواند نقش تعیین کننده ای داشته باشد. بر همین اساس، هدف اصلی تحقیق حاضر بررسی تاثیر منابع انسانی سبز بر وفاداری مشتری با توجه به نقش میانجی کیفیت فناوری بانکی در کشورهای ایران و عراق می باشد.
روش پژوهش: برای این منظور از روش پرسشنامه ای برای جمع‌آوری داده‌ها استفاده شده که در نهایت اطلاعات مربوط به 600 پاسخ‌دهنده (300 نفر در کشور ایران و 300 نفر در کشور عراق) در نیمه دوم سال 2023 گردآوری شده است. مدل مورد نظر با کمک تجزیه و تحلیل رگرسیونی توسط نرم افزار SPSS اعتبارسنجی شده است.
یافته ها: یافته های تحقیق نشان می‌دهد که شیوه‌های مدیریت منابع انسانی سبز با اشتراک دانش سبز، آموزش و توسعه سبز، ارزیابی عملکرد سبز، سیستم پاداش سبز، تأثیر مفیدی بر وفاداری مشتریان در کشورهای ایران و عراق داشته است. همچنین مشاهده شد که کیفیت خدمات فناوری بانکی اثر تعدیل کننده بر رابطه بین تاثیر منابع انسانی سبز بر وفاداری مشتریان در بانک های مورد بررسی در کشورهای ایران و عراق داشته است که میزان این اثر گذاری ها به صورت کلی در کشور ایران نسبت به کشور عراق قوی تر بوده است.
بحث و نتیجه گیری: بر همین اساس، نتیجه گیری می شود که یافته های این مطالعه می تواند بینش‌های ارزشمندی را در مورد اثربخشی شیوه‌های مدیریت منابع انسانی سبز در افزایش وفاداری مشتریان با توجه به نقش میانجی کیفیت فناوری بانکی ارائه دهد و منابع انسانی سبز و کیفیت فناوری بانکی باید به عنوان دو عامل موثر بر وفاداری مشتریان بانکی در نظر گرفته شوند.
Background and Objective: The banking sector plays a fundamental role in stimulating economic development by providing financial services to various stakeholders, including individuals, companies and government agencies, and therefore, it is necessary to examine the factors affecting it. Among these cases, we can refer to the issue of green human resources. Green HR strives to promote sustainable practices in an organization that lead to favorable environmental outcomes and simultaneously increase employee well-being and organizational efficiency, which can be linked to customer loyalty. Also, in this regard, the quality of banking technology can also play a decisive role. Based on this, the main goal of the current research is to investigate the impact of green human resources on customer loyalty with regard to the mediating role of banking technology quality in Iran and Iraq.
Material and Methodology: For this purpose, a questionnaire method was used to collect data, and finally, information related to 600 respondents (300 people in Iran and 300 people in Iraq) was collected in the second half of 2023. The desired model has been validated with the help of regression analysis by SPSS software.
Findings: The findings of the research show that green human resource management practices with green knowledge sharing, green training and development, green performance evaluation, green reward system have had a beneficial effect on customer loyalty in Iran and Iraq. It was also observed that the quality of banking technology services had a moderating effect on the relationship between the impact of green human resources on customer loyalty in the investigated banks in Iran and Iraq, and the extent of these effects is generally stronger in Iran than in Iraq. has been more
Discussion and Conclusion: Based on this, it is concluded that the findings of this study can provide valuable insights about the effectiveness of green human resources management practices in increasing customer loyalty, considering the mediating role of banking technology quality, and green human resources and The quality of banking technology should be considered as two factors affecting the loyalty of banking customers.
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