The Relationship between HRM Practices by Considering High Performance Work Systems Approach and Marketing Orientation in the Banking Industry

This paper is conducted with the aim of studding the relationship between High performance Working Systems (HPWS) and Marketing orientation in Iran banking industry. In this study to explore the effects of HRM practices on marketing orientation, AMO approach consists of HRM practices in three categories: Ability, Motivation and Opportunity to participate, has been used. Marketing Orientation also includes a three dimensional model, intelligent behavior, strategic response and coordinated units. The data used in this research was obtained via a survey conducted among selected bank employees in Bank e Mellat. In total, 400 questionnaires were distributed and 312 were completed and returned. Collected data was analysed using Structural Equation Modelling (SEM). Findings showed that there is a significant relationship between HPWS and Marketing orientation; also, there is a significant positive relationship between HPWS and HR outcomes, and a significant positive relationship between HR outcomes and Marketing orientation.