مطالعات مدیریت خدمات عمومی

مدل‌سازی فازی رفتارهای برندساز منابع انسانی؛با رویکرد تحلیل روابط علی عوامل سازمانی

نوع مقاله : مقاله پژوهشی

نویسنده

علی امیدی

دانشگاه علوم پزشکی وخدمات بهداشتی درمانی تهران

https://doi.org/10.22054/spsa.2025.89556.1085
چکیده
رفتارهای برندساز منابع انسانی به معنای بروز ویژگی‌های خاص و متمایز شخصیت یک برند از طریق رفتارهای کارکنان و نیروی انسانی آن است، به‌گونه‌ای که شیوه تعامل و ارتباط کارکنان با مشتریان، ویژگی‌های منحصر به فرد برند، نگرش مدیران و استراتژی‌های مشتری‌محور سازمان را به مخاطب منتقل کند، لذاهدف اصلی پژوهش حاضر، تهیه نگاشت فازی برای تحلیل و شناسایی عوامل مؤثر بر رفتارهای برندساز منابع انسانی است. این تحقیق از لحاظ هدف، کاربردی و از نظر روش گردآوری داده‌ها، پیمایشی و اکتشافی است. رویکرد پژوهشی ترکیبی از روش‌های قیاسی و استقرایی است. جامعه آماری شامل ۲۰ نفر از اساتیدمدیریت و مدیران منابع انسانی سازمان‌ها می‌باشد که به‌صورت هدفمند و با روش گلوله‌برفی انتخاب شده‌اند. ابزار گردآوری داده‌ها شامل مصاحبه در بخش کیفی و پرسشنامه در بخش کمی است. اعتبار ابزارها از طریق روایی محتوایی و پایایی درون‌کدگذار (برای مصاحبه‌ها) و پایایی بازآزمون (برای پرسشنامه‌ها) تأیید شد. تحلیل داده‌ها با استفاده از تحلیل محتوا و کدگذاری (در بخش کیفی) و تحلیل نگاشت فازی (FCM) در بخش کمی صورت گرفت.رفتارهای برندساز منابع انسانی تحت تأثیر رهبری الهام‌بخش، فرهنگ سازمانی برندمحور و آموزش قرار دارند که موجب ارتقاء عملکرد سازمان و تقویت تصویر برند می‌شوند. این رفتارها منجر به افزایش رضایت و وفاداری مشتریان، بهبود سرمایه برند و مزیت رقابتی پایدار می‌گردند. بنابراین، توسعه این عوامل در سازمان‌ها برای تحقق اهداف برند و حفظ جایگاه رقابتی ضروری است.

عنوان مقاله English

Fuzzy Modeling of Employee Brand-Building Behaviors: Analyzing Causal Relationships Among Organizational Factors

نویسنده English

Ali Omidi
Tehran University of Medical Sciences and Health Services
چکیده English

Objective: Human resource branding behaviors mean the manifestation of specific and distinctive characteristics of a brand's personality through the behaviors of its employees and human resources, in such a way that the way employees interact and communicate with customers, the unique characteristics of the brand, the attitude of managers, and the organization's customer-oriented strategies are conveyed to the audience. Therefore, the main objective of the present study is to prepare a fuzzy map to analyze and identify the factors affecting human resource branding behaviors.
Method: This research is applied in terms of purpose and survey and exploratory in terms of data collection method. The research approach is a combination of deductive and inductive methods. The statistical population includes 20 management professors and human resource managers of organizations who have been selected purposefully and using the snowball method. The data collection tool includes interviews in the qualitative section and questionnaires in the quantitative section. The validity of the instruments was confirmed through content validity and intra-coder reliability (for interviews) and test-retest reliability (for questionnaires). Data analysis was performed using content analysis and coding (in the qualitative part) and fuzzy mapping analysis (FCM) in the quantitative part.
Findings and results: Human resource branding behaviors are influenced by inspirational leadership, brand-oriented organizational culture, and training, which improve organizational performance and strengthen brand image. These behaviors lead to increased customer satisfaction and loyalty, improved brand equity, and sustainable competitive advantage. Therefore, developing these factors in organizations is essential to achieve brand goals and maintain competitive position.

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  8. Armstrong, G., & Taylor, S. (2020). Marketing: An Introduction (14th ed.). Pearson.
  9. Barros-Arrieta, D., & García-Cali, E. (2021). Internal branding: Conceptualization from a literature review and opportunities for future research. Journal of Brand Management, 28(2), 133–151.
  10. Drucker, P. F. (1994). Management: Tasks, Responsibilities, Practices. HarperBusiness.
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  12. Ercantan, O., & Eyupoglu, S. (2022). How do green human resource management practices encourage employees to engage in green behavior? Sustainability, 14(3), 1718. https://doi.org/10.3390/su14031718
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  14. Gupta, R., & Kaur, S. (2024). A 2‑1‑1 multi‑level perspective of understanding the relationship between green human resource management practices, green psychological climate, and green employee behavior. Corporate Social Responsibility and Environmental Management, 31(5), 4068–4084.
  15. Iqbal, M. N., & Jan, M. T. (2025). AI‑powered business strategies for enhancing consumer behavior and brand loyalty in the bancassurance sector. In Elevating Brand Loyalty With Optimized Marketing Analytics and AI (pp. 101–132). IGI Global.
  16. Jiang, Z., Chen, X., & Li, Y. (2022). The impact of employee brand ambassadorship on customer loyalty and brand equity. Journal of Business Research, 141, 673–682. https://doi.org/10.1016/j.jbusres.2021.11.076
  17. King, C., & Fong, K. (2013). Enhancing hotel employees’ brand understanding and brand‑building behavior in China. Business and Management Studies, 12(1), 134–149.
  18. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  19. Kotter, J. P. (1996). Leading Change. Harvard Business Review Press.
  20. Küpper, D. M., Klein, K., & Völckner, F. (2021). Gamifying employer branding: An integrating framework and research propositions for a new HRM approach in the digitized economy. Human Resource Management Review, 31(1), 100686. https://doi.org/10.1016/j.hrmr.2020.100686
  21. Kumar, V., & Pansari, A. (2021). Engaging employees as brand ambassadors: A framework for effective brand communication. Marketing Science, 40(3), 422–439. https://doi.org/10.1287/mksc.2020.1296
  22. Li, J., Xie, Z., & Fu, Y. (2025). The path of corporate low‑carbon behavioral change: The impact of digital transformation on corporate green sports brand loyalty. Journal of Environmental Management, 374, 124057. https://doi.org/10.1016/j.jenvman.2024.124057
  23. Marin, G. D., & Nilă, C. (2021). Branding in social media: Using LinkedIn in personal brand communication. Social Sciences & Humanities Open, 4(1), 100174. https://doi.org/10.1016/j.ssaho.2021.100174
  24. Mazzei, A., & Ravazzani, S. (2015). A holistic model of behavioural branding: The role of employee behaviours and internal branding. Micro & Macro Marketing, 24(2), 235–257.
  25. Morhart, F., Herzog, W., & Tomczac, T. (2009). Brand‑specific leadership: Turning employees into brand champions. Journal of Marketing, 73(1), 122–142. https://doi.org/10.1509/jmkg.73.1.122
  26. Murillo-Ramos, L., Huertas-Valdivia, I., & García-Muiña, F. E. (2024). Green human resource management in hospitality: Nurturing green voice behaviors through passion and mindfulness. Journal of Hospitality Marketing & Management, 33(6), 784–806.
  27. Nawaz, Z., Talib, M. N. A., & Abbas, A. (2025). Gig workers as sustainable human resource: A study of freelancer value proposition and its impact on platform usage intentions. Human Systems Management, 44(2), 302–318. https://doi.org/10.3233/HSM-240595
  28. Nguyen, T. H., Tran, Q. T., & Pham, L. H. (2021). Enhancing employee engagement as brand ambassadors through organizational culture and motivation. Human Resource Development Quarterly, 32(4), 389–408. https://doi.org/10.1002/hrdq.21421
  29. Patel, S., & Desai, M. (2022). Aligning organizational culture with brand values: The role of employee training in brand ambassadorship. Journal of Organizational Behavior, 43(6), 745–760. https://doi.org/10.1002/job.2644
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  31. Putri, D. F., Zaini, A. W., Manshur, U., & Khaer, A. (2024). Human resource management (HRM) in improving customer behavior through emotional attachment (EA). In Proceedings of International Conference on Education, Society and Humanity,2(1), 850–859.
  32. Rinaldi, F. R., & Sunaryo Putra, W. B. T. (2022). Why HR, corporate and marketing communication divisions should work together? The mediating role of Indonesia bank's employer branding to attract job‑pursuit intention. International Journal of Research in Business & Social Science, 11(8),232-254
  33. Saeed, M., Ahmed, A., Boğan, E., Abul, O., & Qammar, A. (2025). ‘Buying green’: The role of green customer‑based brand equity in shaping customers’ green buying behavior. Environment, Development and Sustainability, 27(3), 5981–5997. https://doi.org/10.1007/s10668-024-01707-3
  34. Singh, R., & Hess, J. D. (2023). Employee brand commitment and ambassadorship: A multi‑level perspective. International Journal of Human Resource Management, 34(2), 321–345. https://doi.org/10.1080/09585192.2022.2148000
  35. Zafar, H., & Suseno, Y. (2024). Examining the effects of green human resource management practices, green psychological climate, and organizational pride on employees’ voluntary pro‑environmental behavior. Organization & Environment, 37(4), 581–609. https://doi.org/10.1177/10860266231234567
  36. Zvarikova, K., Cug, J., & Hamilton, S. (2022). Virtual human resource management in the metaverse: Immersive work environments, data visualization tools and algorithms, and behavioral analytics. Psychosociological Issues in Human Resource Management, 10(1), 7–20.
مطالعات مدیریت خدمات عمومی
دوره 3، شماره 7
بهار 1404
صفحه 163-204

  • تاریخ دریافت 23 آبان 1404
  • تاریخ بازنگری 11 آذر 1404
  • تاریخ پذیرش 15 آذر 1404

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