Designing a Value Creation Human Resource Model for Customers in the Banking Industry

This research aims at designing a value creation human resource model for customers in the banking industry and identifying the relevant components and indicators. Since this is an applied research, it follows an exploratory combined method. The statistical population of the study includes experts of banking industry, with whom 15 interviews regarding human resource were conducted in the qualitative phase with the samples selected through purposeful sampling method. In the quantitative phase, the sampling method was purposive judgment method was selected and a questionnaire was used to collect data. The statistical sample in the quantitative section contained 218 people, including experts, human resource practitioners in the banking industry (Saderat, Mellat, Tejarat, and Refah Kargaran). For the analysis of the qualitative data, the thematic analysis method was used, to be studied in three sections: inclusive themes, organizing themes and basic themes. In the thematic analysis section, 3 comprehensive themes were identified containing 26 organizing themes taken from 70 basic themes. These variables included upholding a customer-oriented organizational culture, relationship between employees and customers, and the participation of key customers in human resource processes. The structural equation method along with Smart PLS.2 software were employed for quantitative data analysis. The results indicated that the research model is of good fitness and all the identified organizing themes significantly explained the comprehensive themes.