Annals of Human Resource Management Research

Annals of Human Resource Management Research (AHRMR) is an international, peer-reviewed, and scholarly journal which publishes high-quality research to answer important and interesting questions, develop or test theory, replicate prior studies, explore interesting phenomena, review and synthesize existing research and provide new perspective aimed at stimulating future theory development and empirical research across the human resource management discipline.

Annals of Human Resource Management Research (AHRMR) is an international, peer-reviewed, and scholarly journal which publishes high-quality research to answer important and interesting questions, develop or test theory, replicate prior studies, explore interesting phenomena, review and synthesize existing research and provide new perspective aimed at stimulating future theory development and empirical research across the human resource management discipline.

Published
2024-01-03

Articles

Analysis of consumer preferences towards digital marketing and its implications on the competitive advantage of SMEs in Banyuasin Regency

Purpose: The purpose of this research is to analyze consumer preferences towards digital marketing and its implications for the competitive advantage of Small and Medium Enterprises (SMEs) in Banyuasin Regency. Research Methodology: The population of this study consists of consumers of SMEs residing in the Banyuasin Regency. Random sampling was used to select respondents, with a sample size of 150 respondents. The data analysis technique used in this research was Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. Results: Consumer preferences have a positive and significant influence on the competitive advantage of SMEs in Banyuasin Regency. Digital marketing acts as an intermediary factor between consumer preferences and competitive advantage. SMEs can expand their market share and achieve success in the digital market by understanding consumer preferences and implementing effective digital marketing strategies. Limitations: Each region has unique characteristics and local context. Factors such as culture, customs, local preferences, and technological infrastructure can influence consumer preferences and the competitive advantage. Contribution: This research provides valuable insights to SMEs in the Banyuasin Regency regarding consumer preferences for digital marketing. By understanding consumer preferences, SMEs can develop more effective marketing strategies and optimize the use of digital platforms to enhance their competitive advantage. Novelty: The novelty of this research lies in emphasizing the implications of digital marketing on the competitive advantage. This research identifies factors that can enhance the competitive advantage of SMEs through the implementation of appropriate digital marketing strategies. It provides practical contributions to SMEs facing an increasingly competitive market.

Impact of person-job fit and person-organization fit on employee engagement: Moderating role of supervisor support

Purpose: This study aimed to examine the impact of two fit concepts, namely, person-job fit (P-J) and person-organization fit (P-O), on employee engagement while taking supervisor support as the moderating variable. Research Methodology: The relationships among constructs were analyzed using correlation, and the study hypotheses were tested using regression. All employees of different mobile telecommunication companies in Bangladesh comprised the study population. The sample size was 100, which was taken using the judgmental sampling technique. Primary data were collected from a field-level survey using a structured questionnaire. Results: The results revealed a positive association between employee engagement and person-job fit, while person-organization fit had a similar association with engagement. The impact of these variables on employee engagement ultimately affects turnover intentions. This study also revealed that the association between person-organization fit and employee engagement is positively moderated by supervisor support. Limitations: The study used a common non-probability sampling technique and a small sample size, which is a limitation. Contribution: The insights will help managers to ensure a match between the job and organizational requirements and those of employees. The study will also inspire future research to connect Field Theory and social exchange theory (SET) with different concepts in different country and industry contexts. Novelty: For the first time in the relevant field, the study simultaneously connected field theory and SET theory with P-J and P-O fit with employee engagement.

Customers emotional intelligence and satisfaction: The mediation of bankers emotional labour

Purpose: There is high competition in the Nigerian banking system, with banks challenged by engaging in best practices that will lead to customer satisfaction. This study examines the effect of customers’ emotional intelligence on their satisfaction with selected banks in Nigeria operating in Jos, Plateau. It also assesses customers’ perceptions of banker emotional labor as a mediating factor. Research Methodology: Sample for the study was 341 drawn from customers of Access, UBA, and GT Bank within Jos Metropolis who completed a survey on emotional intelligence, perceived emotional labor, and customer satisfaction. Results: The study found a significant relationship between perceived emotional labor and customer satisfaction and between emotional intelligence and perceived emotional labor. The relationship between emotional intelligence and customer satisfaction is not significant. However, emotional labor was found to be a full mediator in the relationship between emotional intelligence and customer satisfaction. Limitations: There is a limitation in sample size in the study. The actual number of customers from the three banks could not be ascertained. Contribution: The study concluded that bank customer satisfaction is a product of high emotional intelligence when these customers also have a high perception of emotional labor. It is recommended that banks provide brief emotional intelligence training tips for their customers. Novelty: The study has shown that as much as employee emotional intelligence is important to customer satisfaction, customers’ EI is as important. Keywords: Customers, satisfaction, emotional intelligence, emotional labour