The Role of Sustainable Human Resource Management Typologies in Marketing: A Case Study of Hospitals in Tehran

In recent years, organizations have attempted in pursuit of preserving andsupporting their talents and human resources and have also increasingly enhanced theirhuman resource (HR) productivity to maintain their sustainability in HR and marketingthrough the facilitation of different aspects such as work and life balance. Therefore, the mainchallenge of the companies is maintaining the long-term customer relationships.

This is an applied research which used a descriptive correlational study in terms ofpurpose. The statistical population comprised nearly all hospitals in Tehran. The sample sizewas 115 interviewees. The data collection tool was a standard questionnaire, the reliability ofwhich was confirmed using Cronbach’s Alpha coefficient of 0.842. SmartPLS 3 software wasused for data analysis.

The results suggested that socially responsible Human Resource Management, greenHRM, triple bottom line HRM, and common good HRM all had positive and significanteffects on sustainable marketing. Also, sustainable marketing had a positive and significanteffect on customer equity.

The research results can be used to build brand equity in pursuance of asustainable HRM implementation and sustainable marketing, leading to a basis for theprogression and development of other hospital brands.