FLEXIBLE HUMAN RESOURCE MANAGEMENT AS A STRATEGY TO ENHANCE MAGNETIC MARKETING CAPABILITIES IN TELECOMMUNICATIONS COMPANIES

Abstract

This research aims to highpoint the role of flexible human resource management in achieving magnetic marketing capabilities. The researcher used a descriptive-analytical approach, appropriate to the countryside of the research objectives, employing quantitative and statistical methods (SMART PLS and SPSS) to address the research topic and describe the results of the survey analysis. The research sample consisted of staffs in telecommunications companies in Maysan Governorate. The researcher distributed 110 questionnaires, but only 86 were returned and deemed valid for analysis. The researcher concluded that magnetic marketing capabilities are influenced by flexible human resource management. This is because the more flexible human resources are in their skills, behaviors, abilities, and capabilities, the more responsive they are to applying ideas and creativity in enhancing marketing practices for their services. The researcher also recommended emphasizing the importance of skill flexibility, done the aptitude to manage work fluctuations using the several skills they possess. This suppleness enables them to adapt quickly to new tasks and continuously apply the dimensions of magnetic marketing capabilities. Also, the researcher recommended striving to design company jobs that align with desired results and developing member skills to achieve these goals.