Strategic Human Resources Practices and Their Impact on Marketing Effectiveness in Electronic Sector

Abstract

The present study examines strategic human resource practices and their impact on marketing effectiveness in the electronic sector. In today’s competitive business environment, electronic sector organizations require skilled, trained, motivated, and customer-oriented employees to achieve better market performance. Strategic human resource practices such as training effectiveness, employee development, performance improvement, and customer-oriented behaviour play an important role in strengthening marketing outcomes. The study focuses on understanding how training effectiveness and market effectiveness contribute to employee customer orientation and how these factors support organizational growth in the electronic sector. The study is based on primary data collected from 180 respondents from the electronic sector. Statistical tools such as percentage analysis, correlation analysis, regression analysis, ANOVA, coefficient analysis, and SEM/path coefficient analysis were used for data analysis. The findings show that training effectiveness, market effectiveness, and employee customer orientation are positively and significantly related. The regression model indicates that market effectiveness and training effectiveness together explain a meaningful variation in employee customer orientation. The study concludes that effective training and strong market practices help employees become more customer-focused, which improves customer satisfaction, sales performance, brand image, and overall marketing effectiveness.