The moderating role of sustainable human resource management in the impact of incremental service innovation and service liking on customer brand community

This research aims to examine the moderating role of sustainable human resource management in the impact of incremental service innovation and service liking on the customer brand community.

The research is applied in terms of objective and descriptive surveys in terms of nature and method. The statistical population consisted of employees (100) and customers (284) of five-star hotels in Kermanshah province, who were selected through simple random sampling using the Cochran formula (384 samples). The data collection tool was a questionnaire, which had good validity and reliability.

The results of hypothesis testing using the SMART-PLS software, along with t-test statistics and path coefficients (β), demonstrated that service innovation has an impact on customer brand community, service innovation affects service liking among employees, service liking among employees has an impact on customer brand community, and service liking among employees mediates the relationship between service innovation and customer brand community. Finally, sustainable human resource management moderates the relationship between service innovation and the customer brand community.

Despite the designed model of the mentioned device, it should be able to pay attention to the role of incremental service innovation and service liking in order to better shape the customer brand association in the work environment, but if it wants to show more effectiveness of these variables, it should think less about adjusting sustainable human resource management..