THE IMPACT OF CUSTOMER ORIENTED HRM ON EMPLOYESS'S CUSTOMER ORIENTATION:

Abstract

This siurSy inves.rigates the iinpaci of custciner-oriented Humarr Resource Management (CO-HRh4) oil Employee Customer Orientation (E'CO) within the selected banks in Nuwara Eliya District of sri Lanka. The study also examines the mediating role of Employee Attitude towards customers (EATC) in this relationship' The shdy population comprised employees of selected banks operating in the Nuwara Eliya district. Primary data were collected using a structured questionnaire among 270 bank ernployees using apropartionate stratifledrandom sampling techniqtre. This study has used descriptive statistics, correlation analysis, simple and multiple regression analyses, as well as merliation analysis to analyze the collected and test the proposed hlpotheses. Finding of tlre shrdy revealed a strong positive correlation between CO-HR'M and both EATC and ECO, with CO-HRhd explaining a significant proportion of the variance in employee behavior and attitudes. Mediation analysis indicated that EATC partially mediated the relationship between CO-HRM and ECO, emphasizing its crucial role in translatin g HR practices into effective custorner-ori ented behavior' It is concluded that customer-oriented HRM positively impacts Employee Customer Orientation, with Employee Attiftrde towards Customers playrng a significant mediating role. The findings offer practical insig}ts for HR mallagers and polic5makers in the banking sector, stressing the importance cf aligring HR strategies witit customercentric objectives to enhance service delivery and organizational perfomrance' Kqwords: custrswer-orientetl HNM, EmpksyeeAttitude towcrds customers' Ernployee Cu stom e r Ori enl al i ott'