Explaining the effective factors on Strategic customer - oriented human resource management and the managers' competencies in Iran's banking system .

Subject Areas : Sustainable Development

Tahereh Marzdashti ¹ , nasrin jazani ² , Javad Mehrabi ³

1 - PhD student, Department of Public Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Associate Professor, Department of Public Administration, Shahid Beheshti University, Tehran, Iran (in charge of correspondence)
3 - Assistant Professor, Department of Public Administration, Qazvin Branch, Qazvin Azad University, Qazvin, Iran

Received: 2022-12-08 Accepted : 2023-07-11 Published : 2023-08-23

Keywords: Organizational Culture, Competencies, Customer Orientation, Strategic Human Resource Management,

Abstract :

There are different approaches to strategic human resource management. One of the latest approaches for businesses in today’s competitive era , is customer orientation alongside raising the competencies of managers. However , human resource management with customer-oriented approach and raising manager’s competencies has not been given much attention to . Therefore this study has taken place with the goal of designing a strategic customer-oriented human resource model and also raising managers’ competencies in Iran’s banking system. This is an applied research regarding its goal and its using a mixed method which has an exploratory approach. The community of the qualitative sector is university professors in the field of human resource management as well as experts in the state banking system in Keshavarzi Bank and the statistical population .To collect data, the method of library review and interviews with experts and finally distribution of questionnaires has been used .The analysis of findings in the qualitative stage was performed with the thematic analysis approach and Nvivo 12 software, and the results showed that there are 250 sub-themes in 7 main-themes and in the quantitative stage, confirmatory factor analysis and structural equation modeling with LISREL software was performed. The results showed that five main factors including customer-oriented human resource functions and relationship,customer-oriented organizational culture , external factors , customer-oriented strategic resource and customer-oriented human resource results , characteristic individual and interpersonal components are effective in designing a customer-oriented strategic human resource model and raising managers’ competencies .