Human Resource Management Quality as a Determinant of Customer Satisfaction with Service Quality as a Mediator
https://doi.org/10.59110/aplikatif.v4i3.699
Keywords:
Customer Satisfaction, Digital Human Resource Management, E-commerce, Mediating Effect, Service QualityAbstract
This study examines the impact of digital human resource management (HRM) quality on customer satisfaction, with service quality acting as a mediating variable, within Indonesia’s e-commerce landscape. Employing a quantitative approach and structural equation modeling (SEM), data were collected from 300 Shopee users across multiple regions. The results indicate that digital HRM quality significantly influences customer satisfaction (β = 0.387, p < 0.001), with employee digital competence emerging as the most influential indicator. Moreover, service quality partially mediates this relationship, suggesting that internal HRM capabilities shape external consumer perceptions and experiences. The findings support the relevance of theoretical models such as the Resource-Based View (RBV), Service-Dominant Logic (SDL), and digital transformation theory in the Southeast Asian context. This study underscores the strategic value of human capital in digital markets and highlights the importance of continuous investment in employee digital skills. Practical implications are provided for e-commerce firms aiming to align HRM strategies with customer experience management to sustain competitiveness in dynamic digital environments.
Downloads
References
Al-Harazneh, Y., & Sila, I. (2021). The impact of e-HRM usage on HRM effectiveness. Journal of Global Information Management, 29(2), 118–147. https://doi.org/10.4018/jgim.2021030107
Almashyakhi, A. (2022). An evidence-based review of e-HRM and its impact on strategic human resource management. Journal of Human Resource and Sustainability Studies, 10(3), 542–556. https://doi.org/10.4236/jhrss.2022.103033
Arslan, A., Cooper, C., Khan, Z., Gölgeci, İ., & Ali, I. (2021). Artificial intelligence and human workers interaction at team level: A conceptual assessment of the challenges and potential HRM strategies. International Journal of Manpower, 43(1), 75–88. https://doi.org/10.1108/ijm-01-2021-0052
Astari, A., & Pagalung, G. (2023). Employee satisfaction: Service-Profit Chain approach in tourism destination. In Proceedings of the International Conference on Business and Management of Technology (ICONBMT 2023) (pp. 594–602). Atlantis Press. https://doi.org/10.2991/978-94-6463-146-3_56
Barney, J. (2021). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Becker, G. S. (2020). Human capital (3rd ed.). The University of Chicago Press.
Bondarouk, T., Parry, E., & Furtmueller, E. (2017). Electronic HRM: Four decades of research on adoption and consequences. The International Journal of Human Resource Management, 28(1), 98–131. https://doi.org/10.1080/09585192.2016.1245672
Brynjolfsson, E., & McAfee, A. (2021). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. W. W. Norton & Company.
Cascio, W. F., & Montealegre, R. (2022). How technology is changing work and organizations. Annual Review of Organizational Psychology and Organizational Behavior, 3, 349–375. https://doi.org/10.1146/annurev-orgpsych-041015-062352
Du, J. (2024). Unlocking the potential: Literature review on the evolving role of AI in HRM. Frontiers in Management Science, 3(1), 28–33. https://doi.org/10.56397/fms.2024.02.05
Felix, A., & Rembulan, G. (2023). Analysis of key factors for improved customer experience, engagement, and loyalty in the e-commerce industry in Indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2sp), 196–208. https://doi.org/10.34306/att.v5i2sp.350
Fenwick, A., Molnár, G., & Frangos, P. (2024). Revisiting the role of HR in the age of AI: Bringing humans and machines closer together in the workplace. Frontiers in Artificial Intelligence, 6. https://doi.org/10.3389/frai.2023.1272823
Gadzali, S., Gazalin, J., Sutrisno, S., Prasetya, Y., & Ausat, A. (2023). Human resource management strategy in organisational digital transformation. Jurnal Minfo Polgan, 12(1), 760–770. https://doi.org/10.33395/jmp.v12i1.12508
Hogreve, J., Iseke, A., & Derfuß, K. (2021). The Service-Profit Chain: Reflections, revisions, and reimaginations. Journal of Service Research, 25(3), 460–477. https://doi.org/10.1177/10946705211052410
Hörisch, J., Freeman, R. E., & Schaltegger, S. (2014). Applying stakeholder theory in sustainability management: Links, similarities, dissimilarities, and a conceptual framework. Organization & Environment, 27(4), 328–346. https://doi.org/10.1177/1086026614535786
Jnaneswar, K. (2024). Demystifying the relationships among green HRM, green work engagement, green innovation and environmental performance: A serial mediation model. Social Responsibility Journal, 20(6), 1193–1213. https://doi.org/10.1108/srj-08-2023-0457
Jodiyosa, P., & Winadi Prasetyoning Tyas, A. A. (2025). Customer satisfaction mediates digital banking quality and features on reuse intention: HSBC Indonesia case. APLIKATIF: Journal of Research Trends in Social Sciences and Humanities, 4(3), 267–278. https://doi.org/10.59110/aplikatif.v4i3.646
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lengnick-Hall, C. A., Beck, T. E., & Lengnick-Hall, M. L. (2011). Developing a capacity for organizational resilience through strategic human resource management. Human Resource Management Review, 21(3), 243–255. https://doi.org/10.1016/j.hrmr.2010.07.001
Lou, Y., Hong, A., & Li, Y. (2024). Assessing the role of HRM and HRD in enhancing sustainable job performance and innovative work behaviors through digital transformation in ICT companies. Sustainability, 16(12), 5162. https://doi.org/10.3390/su16125162
Lou, Y., Hong, A., & Li, Y. (2024). Assessing the role of HRM and HRD in enhancing sustainable job performance and innovative work behaviors through digital transformation in ICT companies. Sustainability, 16(12), 5162. https://doi.org/10.3390/su16125162
Mayombe, C. (2023). Facilitating non-school-based technical and vocational training for disadvantaged youths in South Africa. Journal of Technical Education and Training, 15(1), 177–188. https://doi.org/10.30880/jtet.2023.15.01.016
McKinsey. (2023, August). The state of AI in 2023: Generative AI’s breakout year. https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai-in-2023-generative-ais-breakout-year
Noor, Z. (2023). Examining the role and position of the digital human resource management in economic development. Economic Annals-ХХI, 205(9–10), 39–43. https://doi.org/10.21003/ea.v205-04
Ofori, M. (2024). Effect of fashion e-commerce user experience on customer retention in Ghana. International Journal of Fashion and Design, 3(3), 1–13. https://doi.org/10.47604/ijfd.2860
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2021). E-S-QUAL: A multiple item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
Pei, X., Guo, J., Wu, T., Zhou, W., & Yeh, S. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability, 12(18), 7436. https://doi.org/10.3390/su12187436
Shailaja, B. (2024). Analysis of factors affecting customer retention on e-commerce with reference to Bangalore. EATP, 9364–9368. https://doi.org/10.53555/kuey.v30i4.4067
Statista. (2024). Total gross merchandise value (GMV) of Shopee from 1st quarter 2020 to 3rd quarter 2022. https://www.statista.com/statistics/1118049/shopee-gross-merchandise-value/
Strohmeier, S. (2020). Digital human resource management: A conceptual clarification. German Journal of Human Resource Management: Zeitschrift für Personalforschung, 34(3), 345–365. https://doi.org/10.1177/2397002220921131
Utomo, D., Suhariadi, F., Purwono, R., & Suginantra, P. (2024). The impact of the experiential learning model on increasing digital skills for employees. Journal of Law and Sustainable Development, 12(1), e966. https://doi.org/10.55908/sdgs.v12i1.966
Uysal, G. (2020). Mediating role of human capital between SHRM and firm performance. Management Studies, 8(4). https://doi.org/10.17265/2328-2185/2020.04.007
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2021). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Mardiyana, Ani Ratnasari, Rika Nurhidayah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
