The effect of innovation in human resource procedures on improving the social sustainable performance of the University of Medical Sciences with the mediating role of artificial intelligence-based customer relationship management

Subject Areas : title1

somaieh Mahmoodian ¹ , ali yaghoobipoor ^{2 *}

1 - گروه مدیریت، واحد سیرجان، دانشگاه آزاد اسلامی، سیرجان، ایران
2 - گروه مدیریت، واحد سیرجان، دانشگاه آزاد اسلامی، سیرجان، ایران

Received: 2024-04-10 Accepted : 2024-05-18 Published : 2025-09-07

Keywords: innovation in human resources procedures, innovation capacities, artificial intelligence, sustainable social performance,

Abstract :

Abstract This research examines the impact of innovation in human resources procedures on improving the sustainable social performance of the University of Medical Sciences with the mediating role of customer relationship management based on artificial intelligence. The data sample includes 260 employees of Yasouj University of Medical Sciences. Information gathering tools include standard questionnaires of customer relationship management structure based on artificial intelligence using 9 items (Chatterjee et al., 2021), innovation in human resources procedures using 21 items (Agrawal et al., 2017) and social sustainability performance. It included 7 items (Mani et al., 2018 and Kapitan et al., 2019). Data were analyzed using structural and quantitative equation modeling. The findings showed that innovations in human resources procedures directly and indirectly affect sustainable social performance through the mediation of innovation capacities. These results contribute to the effectiveness of long-term development and performance, because in the era of digital innovation, the fundamental factors of human resources and innovation capacities are intensified in the current competitive environmen

References:
واژه‌های کلید : نوآوری در رویه های منابع انسانی، ظرفیت¬های نوآوری، هوش مصنوعی، عملکرد پایدار اجتماعی.