Investigating the effect of customer-oriented strategies on the organization's financial performance with the mediating role of supportive human resource management and .innovation capacity of Bandar Abbas Municipality employees

This study was conducted with the aim of investigating the impact of customer-oriented strategies on the organization's financial performance with the mediating role of supportive human resource management and innovation capacity of Bandar Abbas municipality employees. This research is applied in terms of purpose and descriptive-survey in terms of the nature and form of implementation. The statistical population of this research includes Bandar Abbas municipality employees, from which a sample of 86 people was selected using Morgan's table. In this study, standard questionnaires were used to collect information to test hypotheses. Structural equation modeling technique and Smart Pls software have been used to test the hypotheses. The results of this analysis showed that customeroriented strategies have a significant effect on financialperformance.Customer-oriented strategies have a significant effect on the management of supportive human resources. Customer-oriented strategies have a significant effect on the innovation capacity of employees. Supportive human resource management has an impact on the organization's financial performance. Innovation capacity has a significant impact on the organization's financial performance.