The Role of Digital Human Resource Management in Productivity and Operational Risk Reduction in the Performance of Marketing and Customer Relationship Management (CRM) Teams
Keywords:
Digital HRM, operational risk, productivity, CRM performance, marketing teams, digital transformationAbstract
This study examines how digital human resource management (DHRM) enhances productivity and reduces operational risk to improve the performance of marketing and customer relationship management (CRM) teams. A quantitative, cross-sectional design was employed using structural equation modeling (SEM) to analyze data from 348 employees working in marketing and CRM teams across banking, insurance, telecommunications, and online retail organizations. Participants were selected through proportional stratified random sampling, ensuring representation across functional roles and organizational levels. Four validated multidimensional scales measured key constructs: digital HRM practices, team productivity, operational risk (reverse-coded to reflect lower risk), and marketing/CRM performance. Data were screened for normality and missingness and analyzed using confirmatory factor analysis (CFA) to validate the measurement model, followed by SEM to test direct and indirect relationships among variables. Bootstrapping (5,000 samples) was used to examine mediation effects. Digital HRM significantly predicted higher team productivity (β = 0.54, p < .001) and lower operational risk (β = 0.47, p < .001). Marketing and CRM performance was positively predicted by digital HRM (β = 0.26, p < .001), productivity (β = 0.33, p < .001), and operational risk (β = 0.24, p < .001). Mediation analysis showed that productivity (indirect effect = 0.18, 95% CI [0.11, 0.26]) and operational risk (indirect effect = 0.11, 95% CI [0.06, 0.18]) significantly mediated the relationship between DHRM and performance. The full model explained 39% of productivity variance, 32% of operational risk variance, and 58% of performance variance. Digital HRM substantially enhances marketing and CRM performance through its dual impact on productivity and operational risk, underscoring the strategic role of human-centered digital transformation in customer-facing organizational functions.
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