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

Document Type : Original Article

Authors

1 College of Farabi, Department of Management and Accounting, University of Tehran, Qom, Iran

2 College of Farabi, University of Tehran, Qom, Iran

3 Payame Noor University, Iran

Abstract

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.

Keywords

Health Management & Information Science
Volume 9, Issue 3
September 2022
Pages 129-138

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