The SIJ Transactions on Industrial, Financial & Business Management (IFBM), Vol. 1, No. 2, May-June 2013 Human Resource Management: A Rationale behind Organisations’ Value Chain Jyoti Bahl* *Assistant Professor, Department of Commerce, Udhampur Campus, University of Jammu, Jammu, Jammu and Kashmir, INDIA. E-Mail: jyotibahl71182@gmail.com Abstract—Human resource management is one of the most important support activities of organisations‟ value chain, which is a series of activities the organisation performs in order to sustain in the competitive environment. The human resource management comprises of various human resource practices, viz., performance appraisal system, potential appraisal system, counselling and feedback system, career development system, promotion policy, and training and development system. The survey has been conducted over the fifty retail stores and their customers in the limited locality of the Jammu City selected on the basis of convenience sampling method. The paper studies the provision of human resource practices for the employees in these stores. Further, the performance of these retail stores has been measured on the basis of customer satisfaction and customer retention. Thus, the satisfaction level of employees and its impact on customer satisfaction level and the customer retention has been studied. The results indicate that the organisations with good human resource practices have satisfied employees resulting in satisfied customers and customer retention also. Keywords—Customer Retention, Customer Satisfaction, Human Resource Management, Value Chain, Sales Turnover I. INTRODUCTION HE term „value chain‟ has been first incorporated by Michael Porter in his book “Competitive Advantage: Creating and Sustaining superior Performance”, [Hines, 1993] in which he described value chain as a series of activities that the organisation performs in order to sustain in the competitive environment. The concept of value chain has been widely defined as the composition of some inter related value-adding activities that helps the organization in converting inputs into outputs in an efficient and effective manner and helping to create and sustain competitive advantages [Hines & Rich, 1997; Walters & Lancaster, 2000]. Thus, it comprises of all activities within and around an organisation meant for strengthening the organisation‟s position among its competitors. It evaluates the value added by each and every activity of the organisation to its products and services. In fact, an organisation is a hub of various interlinked activities. Some activities are directly associated with production of goods and services and some act as supporting activities. The direct or primary activities are those, which are directly concerned with the creation or delivery of a product or service. These are inbound logistics, operations, outbound logistics, marketing and sales and lastly service. The support activities on the other hand help to T ISSN: 2321 – 242X improve the effectiveness and efficiency of the organisation. These activities are procurement, technology development, human resource management and infrastructure [Porter, 1985; Closs et al., 1998]. The value chain in spirit identifies various activities being performed in an organization and evaluates all these activities as to what extent they prove to be the strengths or become the weaknesses of the organisations while dealing with the competitive market situations [Anderson & Mittal, 2000; Ballou et al., 2000]. In this study the role of one of the support activity that is, human resource management in enhancing the organisational performance has been considered. The human resource management comprises of various human resource practices, viz., performance appraisal system, potential appraisal system, counselling and feedback system, career development system, promotion policy, and training and development system. II. REVIEW OF LITERATURE The value chain of an organisation is its way to reach the market and its proper management ensures best products and services entering the market and serving the ultimate [Allnoch, 1997; Walters & Rainbird, 2004]. Value chain management implies the analysing the value chain of the © 2013 | Published by The Standard International Journals (The SIJ) 49 The SIJ Transactions on Industrial, Financial & Business Management (IFBM), Vol. 1, No. 2, May-June 2013 organisation, of the customers, of the competitors and finally adding value to the product or service and converting into a unique one satisfying the demand of the customer [Corbett & Blackbum, 1999; Gereffi et al., 2005]. Thus, value chain management is an important tool in the hands of an organisation that ensure its success and growth, and also helps an organisation to devise new strategies for attaining and sustaining an unchallengeable position [Balsmeier & Voisin, 1996; Agrawal & Pak, 2001]. The human resource management is an important support activity of the value chain management [Porter, 1985]. Better Human Resource practices leads to better employee behaviour which in turn leads to desired customer behaviour and ultimately better organisational performance [Pickles et al., 1999]. III. OBJECTIVE OF THE STUDY The objective of the study is to analyse the role of human resource management as a value chain activity of an organisation. The study links the performance of the organisation with its value chain and identifies the relation between the organisational performance and human resource management, a major support activity of organisations‟ value chain. IV. METHODOLOGY The survey has been conducted over the fifty retail stores in the limited locality of the Jammu City selected on the basis of convenience sampling method. The respondents of the study comprise of the employees working in these retail stores and the customers who visited the stores. The employees have been contacted personally and they were asked questions regarding their satisfaction regarding the various human resource practices being applied in their respective stores. Further, they have also been enquired of the role they feel human resource practices are performing as a supporting activity of the value chain of the organisation. Maximum number of retail stores in Jammu City is owned by individual owner and employees working in these retail stores range from four to five mostly with designations of sales persons. The Interview method has been used to collect the data from employees. The customers have also been interviewed regarding their satisfaction with the current visit and their desire to revisit the store. V. FINDINGS The value chain management ensures benefits to the customers and before them; it ensures benefits to the employees. The reason behind is that only satisfied employees can behave appropriately with the customers and ensure their satisfaction. The efficient human resource management is a panacea for the organisations‟ to sustain in the competitive environment. Since this study has taken the human resource management activities of the value chain in ISSN: 2321 – 242X its gamut, the employees have been enquired of the level of human resource management they feel in their working place as well as how much is the contribution of human resource management practices in adding value to the working system of the organisation. The interviews conducted on these issues indicated that employees feel their employers regard their contribution towards the store as an essential mode of profit enhancement. The sales personnel are infact the prime source of interaction of an organisation with their customer. They provide the customers with the initial information they wish to acquire about the organisation and provide the organisation with the feedback the customers have regarding the goods or service provisions of the organisation. The organisations thus motivate their employees by both financial and non-financial incentives. The performance of employees remains a bigger criterion for providing them with different incentives. The employers usually measure the performance of the employees on the basis of the sales turnover and customer satisfaction. The numbers of customers attended by individual employees also add up to their performance. The potential of employees is observed and they are given appropriate jobs in accordance with their capabilities. They are also promoted from sale persons to junior sales executives, senior sales executive and floor managers on the basis of their performance. As far as training is concerned there is regular training process in which junior employees work under the supervision of the senior employees and get frequent selling solutions. Thus there is regular mentoring of the new employees by the old employees as they share their experiences with them and help them finding ways to attract their customers, satisfy their requirements and make them desirous to visit the retail store again. The employer also provides their employees with proper counselling whenever needed. The findings show that the retail stores execute proper human resource management. However, these being single owner organisations, there are no separate departments to handle human resource management function and the employer or the owner of the retail stores themselves manages their human resource. The owner of retail stores having employees more than five however has delegated a portion of their duties to the senior employees. The study further finds the relation of effective human resource management activity of value chain and its impact on customer satisfaction and retention. The organization can create value chain management in accordance to the customer preference and has the chance to fulfil customer expectations [Verma et al., 1999; Waller et al., 1999]. There is no better advertisement than fully satisfied customers and on the other dissatisfied customers are the worse [Gummesson, 1996]. Satisfaction resulted long term relationship with the customer and it is always the best for the company if the retention and loyalty rate is high [Taylor, 2005]. The study has taken customer satisfaction and retention as two measures to evaluate store performance. The customer satisfaction measured on the basis of the exit interviews of the customers immediately after they leave the store and customer retention © 2013 | Published by The Standard International Journals (The SIJ) 50 The SIJ Transactions on Industrial, Financial & Business Management (IFBM), Vol. 1, No. 2, May-June 2013 measured on the basis of the frequency of visiting the same retail store. Analysing the response of the employees and the customers of the same retail stores indicate that there is strong relationship between the human resource value chain management and store performance evaluated on the basis of customer satisfaction and customer retention. The employees, who feel satisfied with the human resource management activities of the value chain of their retail stores, make their customers satisfied and thus customer retention also become possible. Thus, store performance turns better with better human resource activities of the value chain. [8] [9] [10] [11] VI. CONCLUSION The human resource practices for the employees in the retail stores add great value to the working of the organisation. The performance of the retail stores has been measured on the basis of sales turnover and customer behaviour towards the organisation. The level of customer satisfaction and customer retention is directly related to the level of employees‟ satisfaction in the organisation. The organisations with good human resource practices have satisfied employees resulting in satisfied customers and thus help in retaining customers also. The human resource management activities facilitate the value chain of the organisation by upgrading the performance of the retail stores. However, the interview method has been used to conduct the study arising to the limitation of the study as individual biasness can affect the results. 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Her research is acknowledged in national journals such as Strategic Service Management, Researcher, Multidisciplinary journal of University of Jammu, Pezzottaite Journal, International Journal of Organisational behaviour and management Perspectives, Asian Journal of Multidimensional Research and International Journal of Research in Commerce, IT and management. She has presented papers at various national seminars and conferences. © 2013 | Published by The Standard International Journals (The SIJ) 51