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An Examination of the Performance of Reputation Building Human Resources in the Branches of Bank Melli.
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Mohsen Gharajei   , Saber Ghorbani *1 , Homa Doroudi , Firouzeh Hajialiakbari |
| 1- Department of Public administration, Sara.C., Islamic Azad University, Sarab, Iran , saber.ghorbani@iau.ac.ir |
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Abstract: (1 Views) |
Organizational reputation in the banking sector is widely regarded as an intangible strategic asset. Consequently, the role of human resources—particularly at the branch level—gains heightened significance, because branch personnel constitute the front‑line of the bank’s interaction with customers and other stakeholders, and their performance directly shapes public perceptions, judgments, and trust toward Bank Melli. This study was conducted to examine the performance of reputation‑building human‑resource practices in the branches of Bank Melli. The research design is objective‑oriented and applied; in terms of data nature it is descriptive‑survey. The statistical population for the quantitative phase comprises all managers, specialists, and employees of the National Bank of Iran, who received the questionnaire and were selected through simple random sampling. Data were gathered using both library research and a researcher‑constructed questionnaire, in line with the study’s objectives.
Based on the results of confirmatory factor analysis, the factor loadings for the principal dimensions are as follows: Customer Relations (0.89), Preservation of the Bank’s Image (0.67), Teamwork and Collective Collaboration (0.76), Role‑Beyond‑Performance (0.79), Performance Evaluation (0.83), and Employee Motivation (0.70). These loadings demonstrate that every dimension exceeds the minimum acceptable threshold and contributes significantly to explaining the constructs of the proposed model.
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| Keywords: Human Resources, Performance, Reputation, Bank Melli |
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Full-Text [PDF 769 kb]
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Article type: Research |
Subject:
Special
Received: 2026/01/27 | Accepted: 2026/04/29 | Published: 2026/08/23
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