Authors: Kota Kalyan Kumar
Abstract: The purpose of this study is to examine the role of human resource (HR) practices in enhancing marketing performance in service organizations. In today’s competitive service industry, employees serve as the primary interface between the organization and its customers, making effective HR practices crucial for achieving superior marketing outcomes. The study focuses on key HR practices, including recruitment and selection, training and development, performance appraisal, compensation and rewards, and employee engagement, and investigates their impact on marketing performance indicators such as service quality, customer satisfaction, and brand image. Using an empirical approach, data were collected from 250 employees across multiple service organizations and analyzed through descriptive statistics, correlation, multiple regression, mediation analysis, and ANOVA. The results reveal that HR practices significantly and positively influence marketing performance, with training, engagement, and rewards emerging as the strongest predictors. Additionally, employee commitment and job satisfaction were found to partially mediate the relationship between HR practices and marketing outcomes. The study also identifies significant variations in HR–marketing effectiveness across different service organizations, emphasizing the need for context-specific HR strategies. The findings underscore the strategic importance of HR in marketing success and provide actionable insights for managers aiming to improve service delivery and competitive advantage.
