Recognize and analysis human resource brand-building antecedent and postoperative factors with Fuzzy DEMATEL technique

Human resource brand-building behaviors mean displaying the distinctive features of a brand's personality in the form of the behavior of its employees and human resources. Therefore, the present study aimed to identify and understand the antecedent and postoperative factors of human resource brand-building behaviors. The statistical population of the present study is experts who were selected using the snowball sampling method based on the principle of theoretical competence. The data collection tool in the qualitative part is a semi-structured interview and the quantitative part is a questionnaire, whose validity and reliability were confirmed using theoretical validity methods and inter-coder reliability and content validity and retest reliability, respectively. In this study, the Atlas.ti software and coding method were used to analyze the data in the qualitative part and the dematel Fuzzy method was used in the quantitative partThe results indicate that the most important anticipatory and influential factors on human resource brand-building behaviors are human resource training, interaction-oriented training strategies, staff selection and employment programs with strong social relationships and appropriate communication skills, and Customer relationship management. Also, the results show that the most important factors behind the consequences of human resource brand-building behaviors are creating an unparalleled competitive advantage, building a strong brand and organization position among customers, creating more brand and organization aspiration among customers, and customers' positive experience of interacting with employees.