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Khosravi, Abolfazl, Fathi, Mohammad Reza, Habibi, Mohammad Javad, Sobhani, Seyed Mohammad, Younessi, Ali. (1401). The Role of Sustainable Human Resource Management Typologies in Marketing: A Case Study of Hospitals in Tehran. سامانه مدیریت نشریات علمی, 9(3), 129-138. doi: 10.30476/jhmi.2022.94599.1119
Abolfazl Khosravi; Mohammad Reza Fathi; Mohammad Javad Habibi; Seyed Mohammad Sobhani; Ali Younessi. "The Role of Sustainable Human Resource Management Typologies in Marketing: A Case Study of Hospitals in Tehran". سامانه مدیریت نشریات علمی, 9, 3, 1401, 129-138. doi: 10.30476/jhmi.2022.94599.1119
Khosravi, Abolfazl, Fathi, Mohammad Reza, Habibi, Mohammad Javad, Sobhani, Seyed Mohammad, Younessi, Ali. (1401). 'The Role of Sustainable Human Resource Management Typologies in Marketing: A Case Study of Hospitals in Tehran', سامانه مدیریت نشریات علمی, 9(3), pp. 129-138. doi: 10.30476/jhmi.2022.94599.1119
Khosravi, Abolfazl, Fathi, Mohammad Reza, Habibi, Mohammad Javad, Sobhani, Seyed Mohammad, Younessi, Ali. The Role of Sustainable Human Resource Management Typologies in Marketing: A Case Study of Hospitals in Tehran. سامانه مدیریت نشریات علمی, 1401; 9(3): 129-138. doi: 10.30476/jhmi.2022.94599.1119

The Role of Sustainable Human Resource Management Typologies in Marketing: A Case Study of Hospitals in Tehran

Health Management & Information Science
مقاله 2، دوره 9، شماره 3، آذر 2022، صفحه 129-138    اصل مقاله (1.04 M)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.30476/jhmi.2022.94599.1119
نویسندگان
Abolfazl Khosravi* 1؛ Mohammad Reza Fathi2؛ Mohammad Javad Habibi3؛ Seyed Mohammad Sobhani2؛ Ali Younessi3
1College of Farabi, Department of Management and Accounting, University of Tehran, Qom, Iran
2College of Farabi, University of Tehran, Qom, Iran
3Payame Noor University, Iran
چکیده
Introduction: In recent years, organizations have attempted in pursuit of preserving and
supporting their talents and human resources and have also increasingly enhanced their
human resource (HR) productivity to maintain their sustainability in HR and marketing
through the facilitation of different aspects such as work and life balance. Therefore, the main
challenge of the companies is maintaining the long-term customer relationships.
Methods: This is an applied research which used a descriptive correlational study in terms of
purpose. The statistical population comprised nearly all hospitals in Tehran. The sample size
was 115 interviewees. The data collection tool was a standard questionnaire, the reliability of
which was confirmed using Cronbach’s Alpha coefficient of 0.842. SmartPLS 3 software was
used for data analysis.
Results: The results suggested that socially responsible Human Resource Management, green
HRM, triple bottom line HRM, and common good HRM all had positive and significant
effects on sustainable marketing. Also, sustainable marketing had a positive and significant
effect on customer equity.
Conclusion: The research results can be used to build brand equity in pursuance of a
sustainable HRM implementation and sustainable marketing, leading to a basis for the
progression and development of other hospital brands.

کلیدواژه‌ها
Human resources؛ Equity؛ Marketing
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