Designing a strategic model of customer-oriented human resources in the Iranian banking system

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Tahereh Marzdashti, Nasrin Jazani, Javad Mehrabi

Abstract

In the current competitive era in the field of banking, familiarity with the concept of customer relationship management and having new marketing knowledge is vital and essential. However, human resource management with a customer-oriented approach in the banking industry has not received much attention. Therefore, the present study was conducted with the aim of designing a strategic model of customer-oriented human resources in the Iranian banking system. This research is applied in terms of purpose and in terms of implementation path, it is a survey research that has an exploratory approach. The target population of this study is university professors in the field of human resource management as well as experts in public banking system in Keshavarzi Bank, from which the required sample has been selected by snowball method. Library data collection and interviews with experts were used to collect data. With the thematic analysis approach and Nvivo 12 software, the data were coded and the results showed that 101 open source codes were categorized in 18 sub-themes and 18 sub-themes were placed in 5 main themes. The final model of this method has five main factors that include the functions and relationships of customer-oriented human resources, customer-oriented organizational culture, external factors, strategic customer-oriented strategic resources and customer-oriented human resource results. Based on this, it can be expected that strategic customer-oriented human resources will be affected by the functions and relationships of customer-oriented human resources, customer-oriented organizational culture and external factors and will affect the results of customer-oriented human resources including customer and employee outcomes.

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