Investigating the role of supportive human resource management in the impact of customer-centric strategy on financial performance (Case study: branches of the Mellal Credit Institutions in Tehran)

Today's banking requires new methods of effective marketing and customer centricity, applying new technologies, fulfilling customer services, and any other service that makes any financial institution more successful, in a competitive market, attracting high resources and resource sustainability which will cause the business to survive in the competitive market. The permanent survival of that institution will increase productivity. Today, rapid changes in the environment and shortening the life cycle of products as well as increasing competition have caused organizations to look for new solutions to survive in the environment. In such situations, paying attention to the role of human resources and customer-centric strategies helps them to adapt to environmental changes and remain competitive. In this study, the mediating role of supportive human resource management in the impact of customer-centric strategy on financial performance has been investigated. The statistical population of the present study are the branches of the Mellal Credit Institution in Tehran in 2019. Based on the sample size, using structural equations, a sample consisting of 96 branch managers was selected by simple random sampling method. After confirming the validity and reliability of the questionnaire, the collected data were analysed based on structural equation modelling and using SPSS and Smart PLS software programs. Findings indicate that supportive human resource management as an intermediate variable has an important role in the impact of customer-centric strategy on financial performance.