Investigating and analyzing the impact of human resource management system processes on the brand of the organization Mediated by the competence, commitment and satisfaction of employees in the insurance industry (Case study of Alborz Social Security Insurance)

Godarzi, Mohammad; Rashidi, Esmaeil

Investigating and analyzing the impact of human resource management system processes on the brand of the organization Mediated by the competence, commitment and satisfaction of employees in the insurance industry (Case study of Alborz Social Security Insurance)

Document Type : Excerpt from master's thesis

Authors

mohammad godarzi ¹

Esmaeil Rashidi ²

¹ President of Azin Khodro University of Applied Sciences

² Director of Research and Technology, Azin Khodro University of Applied Sciences

Abstract

Today, paying attention to employees and aligning their features and capabilities with the brand is extremely important for organizations operating in competitive environments. The statistical population of the study included 270 employees of different branches of social security insurance in Alborz province and the sample size was determined based on Morgan table. The validity of the questionnaire was confirmed by interviewing industry experts and its reliability was confirmed by Cronbach's alpha coefficient at the level of 0.854. In order to analyze the data, confirmatory factor analysis, structural equation modeling (SEM) and AMOS and SPSS software were used. After examining 9 direct research hypotheses and 3 hypotheses with mediating variables, it was concluded that the main research hypothesis Based on the relationship between human resource management with the brand of the organization and the other 6 hypotheses have been positive and meaningful. And the brand is not approved, but the two dimensions of commitment and satisfaction can play a mediating role in the relationship between human resource management and the brand. Therefore, organizations can measure, plan and continuously improve human resource management indicators and adopt strategies to increase commitment and satisfaction Employees strengthen the brand of the organization and increase the sales and profits, to obtain balanced satisfaction of stakeholders.

Keywords

Human resource management

competence

commitment

satisfaction

brand of the organization