Paper Details

Name: Swati Sharma
Country: India

Year: 2025
Volume: Volume-12, Issue-2, Year-2025(Special Issue)
Page Number: 127-135
DOI: https://doi.org/10.5281/zenodo.18668839

This study examines how employee experience can create customer experience and brand performance in service-based organizations, and puts forward combined HR-Marketing conceptualization. Based on a qualitative research design, the data were gathered with the help of semi-structured interviews with employees and customers with the assistance of document analysis of HR policies and organizational practices. The NVivo thematic analysis showed that engagement, empowerment, recognition, and development affect employee quality of interactions with the customers directly and have an effect on the customer satisfaction, trust, loyalty, and brand advocacy. It has been established that organizational support and culture are the key enablers that provide employees with better ability to offer better service. The results confirm the mediating role of customer experience in the interrelations between employee experience and brand performance and have shown some mechanisms about how internal HR strategies can provide external marketing results. This study can be considered as a theoretical contribution to the study of HR-Marketing integration because it contributes to the development of knowledge and understanding of how organizations may consider employee experience initiation as important to their customer and brand goals. Research and managerial implications are presented in the future.
Keywords: Hr-Marketing, Brand Advocacy, Loyalty.