Green human resource management practices and their impact on banking service quality – an empirical study in Iraqi private banks

Abstract

  Recently, the banking sector has witnessed a significant increase in awareness regarding the importance of transitioning towards a green economy and adopting sustainable banking practices. With the growing globalization of financial services, banks are shifting from traditional models focused on short-term profitability to modern banking models that prioritize sustainability and are able to capitalize on green economic opportunities. This study aims to analyze the impact of sustainable human resource management practices on improving the quality of customer service. The research problem focused on determining the extent to which these practices contribute to enhancing customer service quality in a sample of banks (Commercial Bank of Iraq, Iraqi Investment Bank, and Al-Ahli Bank of Iraq). The study's significance lies in highlighting the pivotal role of green human resource management in raising the standard of customer service. The study employed a descriptive-analytical approach, using a questionnaire to measure its variables. The research sample comprised 71 employees from the studied banks.  Statistical analysis using SPSS v25 was used to measure the correlation and impact relationships between the research variables. The results showed a statistically significant correlation and impact relationship between the study variables. Therefore, the study recommends the general application of green human resource management principles in the studied banks, to improve customer service quality, and to leverage these practices to enhance the competitive advantage of these banks. The findings indicate that adopting these strategies contributes effectively to superior banking performance..