The effect of green human resources on customer loyalty according to the mediating role of banking technology quality: a case study of Iran and Iraq
Subject Areas : Environmental managment
Mostafa Hamid Yaser
1
,
hosein sharifi renani
2
*
,
Munaf Marza Neama Radi
3
,
saeed daeekarimzade
4
1 - Department of Economics, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran.
2 - Associate Professor of Economics, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran. *(Corresponding Author)
3 - Assistant Professor of Economics, University of Al-Qadisiyah, Al-Diwaniyah, Iraq.
4 - Associate Professor of Economics, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Ira
Keywords: Green Human Resources, Customer Loyalty, Banking Technology Quality.,
Abstract :
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.
1. A.Rehman, I. Ullah, F.e.A. Afridi, Z. Ullah, M. Zeeshan, A. Hussain, et al (2022). Adoption of green banking practices and environmental performance in Pakistan: a demonstration of structural equation modelling, Environ. Dev. Sustain., 23 (2022), pp. 13200-13220.
2. Abdelhamied, H. H., Elbaz, A. M., Al-Romeedy, B. S., & Amer, T. M. (2023). Linking Green Human Resource Practices and Sustainable Performance: The Mediating Role of Job Satisfaction and Green Motivation. Sustainability, 15(6), 4835. https:// doi.org/10.3390/su15064835
3. Aboramadan, M., Kundi, Y. M., &Becker, A. (2022). Green human resource management in nonprofit organizations: Effects on employee green behavior and the role of perceived green organizational support. Personnel Review, 51(7), 1806-1788. https://doi. org/10.1108. /PR-2021-020078
4. Ahmad, M., & Allen, M. (2015). High performance HRM and establishment performance in Pakistan: an empirical analysis. Employee Relations, 37(5), 524-506. https://doi.org/10.1108-0044-052014
5. Ahmad, S. (2015). Green human resource management: Policies and practices. Cogent Business & Management, 2(1), 1030817.https://doi.org/10.1080/23311975. 2015.1030817
6. Ahmed, I., Islam, T., & Umar, A. (2023). Bridging organizational and individual green actions through green knowledge sharing & individual values. Knowledge Management Research & Practice, 1-13. https://doi.org/10.1080/1477 8238.2023.2139774
7. Ali, M., Puah, C. H., Ali, A., Raza, S. A., & Ayob, N. (2022). Green intellectual capital, green HRM and green social identity toward sustainable environment: a new integrated framework for Islamic banks. International Journal of Manpower, 43(3), 614-638. https:// doi.org/10.1108/IJM-04-20200185
8. Amjad, F., Abbas, W., Zia-URRehman, M., Baig, S. A., Hashim, M., Khan, A., & Rehman, H. U. (2021). Effect of green human resource management practices oorganizational sustainability: The mediating role of environmental and employee performance. Environmental Science and Pollution Research, 28, 2819128206. https://doi.org/10.1007/ s11356-020-11307-9.
9. Amrutha, V. N., & Geetha, S. N. (2021). Linking organizational green training and voluntary workplace green behavior: Mediating role of green supporting climate and employees’ green satisfaction. Journal of Cleaner Production, 290, 125876. https://doi.org/10.1016/j. jclepro.2021.125876
10. Aragão, C. G., & Jabbour, C. J. C. (2017). Green training for sustainable procurement? Insights from the Brazilian public sector. Industrial and Commercial Training, 49(1), 48-54. https://doi. org/10.1108/ICT-07-2016-0043
11. Arianzadegan, Majid and Najaf Beigi, Reza and Pilehvari, Nazanin (2023). Pathology of the sustainable performance of green human resources, environmental science and technology, number 7, volume 25. (In Persian)
12. Arianzadegan, Majid and Najaf Beigi, Reza and Pilehvari, Nazanin (2023). Pathology of human resources performance management based on the lack of green learning themes in the banking system, environmental science and technology, number 1, period 25, (In Persian)
13. Azadbakht, Hamid and Garvand, Ayoub (2024). Investigating the impact of green human resource management on environmental cooperation with suppliers and customers with the moderating role of green supply chain management (case study: employees of Iran Khodro), the third national conference on improvement and restructuring of organization and business. (In Persian)
14. Babaei, Yavor and Fani, Maryam (2021). The effect of green human resource management on environmental citizenship behavior and pro-environment behavior of hotel employees, Tourism Management Studies Quarterly, Volume 16, Number 56, pp. 249-211. (In Persian)
15. Barforosh, Nasreen and Pradehian, Akbar and Naqsh, Amir and Shahin, Arash (2024). The role of sustainable and green human capital in gaining competitive advantage of organizations, Man and Environment, No. 1, Volume 22, pp. 192-177. (In Persian)
16. Chang, T. W., & Hung, C. Z. (2021). How to shape the employees’ organization sustainable green knowledge sharing: Cross-level effect of green organizational identity effect on green management behavior and performance of members. Sustainability, 13(2), 626. https:// doi.org/10.3390/su13020626
17. Chen, X., Chen, Y., Zhang, X., & He, Q. (2023). Green transformational leadership and green innovation in megaprojects: is green knowledge sharing a missing link? Engineering, Construction and Architectural Management, ahead-of-print. https://doi.org/10.1108/ECAM02-2023-0117
18. Chenxing Wang, Taiming Zhang, Rongzhi Tian, Ruogang Wang, Fahad Alam, MdBillal Hossain, Csab Bálint Illés (2024). Corporate social Responsibility's impact on passenger loyalty and satisfaction in the Chinese airport industry: The moderating role of green HRM, Heliyon, Volume 10, Issue 1, 15 January 2024, e23360.
19. D.I. Inan, A.N. Hidayanto, R. Juita, F.F. Soemawilaga, F. Melinda, P. Puspacinantya, Y. Amalia (2023). Service quality and self-determination theory towards continuance usage intention of mobile banking, Journal of Science and Technology Policy Management, 14 (2) (2023), pp. 303-328
20. Darvishmotevali, M., & Altinay, L. (2022). Green HRM, environmental awareness and green behaviors: The moderating role of servant leadership. Tourism Management, 88, 104401. https://doi.org/10.1016/j.tourman.2021.104401
21. Deshpande, P., & Srivastava, A. P. (2023). A study to explore the linkage between green training and sustainable organizational performance through emotional intelligence and green work life balance. European Journal of Training and Development, 47(5/6), 615-634. https://doi.org/10.1108/ EJTD-11-2021-0182
22. Handgraaf, M. J., De Jeude, M. A. V. L., & Appelt, K. C. (2013). Public praise vs. private pay: Effects of rewards on energy conservation in the workplace. Ecological Economics, 86, 86-92. https://doi.org/10.1016/j.ecolecon.2012.11.008
23. J. Abbas, D. Balsalobre-Lorente, M.A. Amjid, K. Al-Sulaiti, I. Al-Sulaiti, O. Aldereai (2023). Financial innovation and digitalization promote business growth: The interplay of green technology innovation, product market competition and firm performance, Innovation and Green Development, 3 (1) (2023), p. 100111
24. Jahan, N., Ali, M. J., & Asheq, A. A. (2020). Examining the key determinants of customer satisfaction Internet banking services in Bangladesh. Academy of Strategic Management Journal, 19(1), 1-6. Retrieved from https:// www.abacademies.org/articles/ Examining-the-key-determinantsof-customer-satisfaction-internetbanking-services-in-Bangladesh-1939-6104-19-1-504.pdf
25. Juliansyah Noor, Zakiyya Tunnufus, Voppy Yulia Handrian, Yumhi Yumhi (2023). Green human resources management practices, leadership style and employee engagement: Green banking context, Heliyon, Volume 9, Issue 12, December 2023, e22473.
26. K.Y. Koay, C.W. Cheah, Y.X. Chang (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: A combination of PLS-SEM and NCA approaches, British Food Journal, 124 (12) (2022), pp. 4516-4532.
27. Karatepe, O. M., Dahleez, K., Jaffal, T., & Aboramadan, M. (2023). Test of a sequential mediation model of green management innovation. The Service Industries Journal, 43(5-6), 1-24. https://doi.org/10.10 80/02642069.2022.2164274
28. Khaknejad Khajah, Roya (2022). The impact of green human resources management on green behaviors with an environmental mediating role, Accounting and Management Perspective Quarterly, Volume 5, Number 70, pp. 127-136. (In Persian)
29. Khan, K., Shams, M. S., Khan, Q., Akbar, S., & Niazi, M. M. (2022). Relationship among green human resource management, green knowledge sharing, green commitment, and green behavior: A moderated mediation model. Frontiers in Psychology, 13, 924492. https://doi.org/10.3389/ fpsyg.2022.924492
30. Lin, Y., and Yu-Shan, C. (2017). Determinants of green competitive advantage: the roles of green knowledge sharing, green dynamic capabilities, and green service innovation. Quality & Quantity, 51, 1663-1685. https:// doi.org/10.1007/s11135-0160358-6
31. M.R. Khan, M.T. Pervin (2022). Technology disruption and its application in organizational management theories: A case study on toyota Motor corporation, International Journal of Services and Operations Management, 1 (1) (2022), pp. 1-23, 10.1504/IJSOM.2022.10050347
32. M.S. Iqbal, M.U. Hassan, S. Sharif, U. Habibah (2017). Interrelationship among corporate image, service quality, customer satisfaction, and customer loyalty: Testing the moderating impact of complaint handling, International Journal of Academic Research in Business and Social Sciences, 7 (11) (2017), pp. 667-688.
33. Masri, H. A., & Jaaron, A. A. (2017). Assessing green human resources management practices in Palestinian manufacturing context: An empirical study. Journal of Cleaner Production, 143,474-489. https://doi.org/10.1016/jjclepro.2016.12.087
34. Md Sayed Uddin, Md. Atikur Rahaman, Wasib Bin Latif, Priyanka Das Dona and Debashis Kundu (2024). Impact of green GHRM practices on bank employee service behaviors. Banks and Bank Systems, 18(4), 85-93. doi:10.21511/bbs.18(4).2024.08.
35. Md. Rahat Khan a b, Most. Tahura Pervin c, Md. Zahir Uddin Arif b, S.M. Khaled Hossain (2024). The impact of technology service quality on Bangladeshi banking consumers' satisfaction during the pandemic situation: Green development and innovation perspective in banking service, Innovation and Green Development, Volume 3, Issue 2, June 2024, 100120.
36. Meng, J., Murad, M., Li, C., Bakhtawar, A., & Ashraf, S. F. (2023). Green Lifestyle: A Tie between Green Human Resource Management Practices and Green Organizational Citizenship Behavior. Sustainability, 15(1), 44. https://doi.org/10.3390/ su15010044
37. Mohammadi, Esfandiar and Arvaneh, Marjan (2023). The impact of green banking measures on the environmental performance of state-owned banks in Khorramabad city, Human and Environment, No. 4, Volume 21, pp. 96-83. (In Persian)
38. N.Y. Ansari, M. Farrukh, A. Raza (2023). Green human resource management and employees pro-environmental behaviours: examining the underlying mechanism, Corp. Soc. Responsib. Environ. Manag., 28 (2023), pp. 229-238.
39. Nguyen, T. N., Rowley, C., McLean, G. N., Nguyen, H. T. T., & Nguyen, T. X. (2023). Top management support, green training and organization’s environmental performance: the electric power sector in Vietnam. Asia Pacific Business Review, 1-17. https://doi.org/10.1080/13602381. 2022.2162267
40. Nowrozi Ajirlou, Reza and Hosseini, Mirzahasan and Jamali, Ehsan and Eidi, Fatemeh (2022). Identifying factors affecting the green brand and its effect on green brand preference and loyalty (case study: dairy industry), Man and Environment, Article 13, Volume 20, Number 4, pp. 196-179. (In Persian)
41. P. Bhatnagr, A. Rajesh (2023). Neobanking adoption–An integrated UTAUT-3, perceived risk and recommendation model, South Asian Journal of Marketing (2023), 10.1108/SAJM-06-2022-0040
42. Patwary, A. K., Sharif, A., Aziz, R. C., Hassan, M. G. B., Najmi, A., & Rahman, M. K. (2023). Reducing environmental pollution by organizational citizenship behaviour in hospitality industry: the role of green employee involvement, performance management and dynamic capability. Environmental Science and Pollution Research, 30(13), 37105-37117. https://doi. org/10.1007/s11356-022-24710-1
43. R.R. Ahmed, J. Vveinhardt, D. Štreimikienė, M. Ashraf, Z.A. Channar (2017). Modified SERVQUAL model and effects of customer attitude and technology on customer satisfaction in banking industry: Mediation, moderation and conditional process analysis, Journal of Business Economics and Management, 18 (5) (2017), pp. 974-1004
44. Ren, S., Tang, G., & Jackson, S. E. (2021). Effects of Green HRM and CEO ethical leadership on organizations’ environmental performance. International Journal of Manpower, 42(6), 961983. https://doi.org/10.1108/IJM09-2019-0414
45. Renwick, D. W., Redman, T., & Maguire, S. (2013). Green human resource management: A review and research agenda. International Journal of Management Reviews, 15(1), 1-14. https://doi.org/10.1111/j.14682370.2011.00328.x
46. Roscoe, S., Subramanian, N., Jabbour, C. J., & Chong, T. (2019). Green human resource management and the enablers of green organisational culture: Enhancing a firm’s environmental performance for sustainable development. Business Strategy and the Environment, 28(5), 737-749. https://doi.org/10.1002/ bse.2277
47. Rubel, M. R. B., Kee, D. M. H., & Rimi, N. N. (2021). The influence of green HRM practices on green service behaviors: the mediating effect of green knowledge sharing. Employee Relations, 43(5), 9961015. https://doi.org/10.1108/ER04-2020-0163
48. S. Maheshwari, N.N. Chatnani (2023). Applications of artificial intelligence and Machine learning-based supervisory technology in financial Markets surveillance: A review of literature, FIIB Business Review, 23197145231189990 (2023)
49. S.A. Raza, A. Umer, M.A. Qureshi, A.S. Dahri (2020). Internet banking service quality, e-customer satisfaction and loyalty: The modified e-SERVQUAL model, The TQM Journal, 32 (6) (2020), pp. 1443-1466
50. S.P.S. Ho, M.Y.C. Chow (2023). The role of artificial intelligence in consumers' brand preference for retail banks in Hong Kong, Journal of Financial Services Marketing (2023), pp. 1-14
51. Saeed, B. B., Afsar, B., Hafeez, S., Khan, I., Tahir, M., & Afridi, M. A. (2019). Promoting employee’s proenvironmental behavior through green human resource management practices. Corporate Social Responsibility and Environmental Management, 26(2), 424-438. https://doi.org/10.1002/ csr.1694
52. Samreen Fazal and Muhammad Shaiq (2023). Green Human Resource Management Practices in Banking Sector of Pakistan: An exploratory Study, International Journal of Social Science and Entrepreneurship (IJSSE) Vol 3 , Issue 2.
53. Sarthak Mishra* , Namita Rath (2024). Impact of Green Human Resource Management Practices on Environmental Performance of Indian Banking Sector: An Empirical Study, International Journal of Sustainable Development and Planning Vol. 19, No. 4, April, 2024, pp. 1457-1469 Journal homepage: http://iieta.org/journals/ijsdp.
54. Shah, N., & Soomro, B. A. (2023). Effects of green human resource management practices on green innovation and behavior. Management Decision, 61(1), 290312. https://doi.org/10.1108/MD07-2021-0869
55. Song, M., Yang, M. X., Zeng, K. J., & Feng, W. (2020). Green knowledge sharing, stakeholder pressure, absorptive capacity, and green innovation: Evidence from Chinese manufacturing firms. Business Strategy and the Environment, 29(3), 1517-1531. https://doi.org/10.1002/bse.2450
56. T. Bala, I. Jahan, M. Al Amin, M.H. Tanin, M.F. Islam, M.M. Rahman, T. Khatun (2021). Service quality and customer satisfaction of mobile banking during covid-19 lockdown; evidence from rural area of Bangladesh, Open Journal of
57. Vahdat, Arash and Sanobar, Nasser and Jabarzadeh, Yunus (2022). The impact of human resource management on customer loyalty, understanding the role of employee behavior: a study of government counter offices in Tabriz, the third international conference on dynamic management, accounting and auditing. (In Persian)
58. Veerasamy, U., Joseph, M. S., & Parayitam, S. (2023). Green Human Resource Management and Employee Green Behaviour: Participation and Involvement, and Training and Development as Moderators. South Asian Journal of Human Resources Management, 23220937221144361. https://doi. org/10.1177/23220937221144361
59. Y. Liu, T. Bao, D. Zhao, H. Sang, B. Fu (2022). Evaluation of student-perceived service quality in higher education for sustainable development: A fuzzy TODIM-ERA method, Sustainability, 14 (8) (2022), p. 4761
60. Y. Xin, M. Irfan, B. Ahmad, M. Ali, L. Xia (2023). Identifying how E-service quality affects perceived usefulness of online reviews in post-COVID-19 context: A sustainable food consumption behavior paradigm, Sustainability, 15 (2) (2023), p. 1513
61. Yong, J. Y., Yusliza, M. Y., Ramayah, T., & Seles, B. M. R. P. (2022). Testing the stakeholder pressure, relative advantage, top management commitment and green human resource management linkage. Corporate Social Responsibility and Environmental Management, 29(5), 1283-1299. https://doi. org/10.1002/csr.2269
62. Yusoff, Y. M., Nejati, M., Kee, D. M. H., & Amran, A. (2020). Linking green human resource management practices to environmental performance in hotel industry. Global Business Review, 21(3), 663-680. https://doi. org/10.1177/0972150918779294
63. Z. Shi, H. Shang (2020). A review on quality of service and servqual model, HCI in business, government and organizations: 7th international conference, HCIBGO 2020, held as part of the 22nd HCI international conference, HCII 2020, Vol. 22, Springer International Publishing (2020), pp. 188-204