THE ROLE OF HUMAN CAPITAL IN DRIVING STRATEGY HUMAN CENTRIC MARKETING: A SYSTEMATIC LITERATURE REVIEW

Dian Mahardi Lestari; Iman Hasan Ansari  MN

doi:10.62207/gvxtz294

Authors

Dian Mahardi Lestari Politeknik Lembaga Pendidikan dan Pengembangan Profesi Indonesia (LP3I), Indonesia Author
Iman Hasan Ansari MN Sekolah Tinggi Ilmu Ekonomi Bhakti Pembangunan, Indonesia Author

DOI:

https://doi.org/10.62207/gvxtz294

Keywords:

Human Capital, Driven Strategy, Human Resource, Human Centric Marketing

Abstract

This research aims to explore the strategic role of human capital in encouraging the implementation of human centric marketing strategies in the modern organizational environment. Through a systematic literature review (SLR) approach, this study examined 10 scientific articles obtained from the Emerald, Elsevier, and Google Scholar databases, with a publication year range of 2016 to 2024. The selection process is carried out based on inclusion criteria in the form of topic suitability, empirical evidence,and full accessibility to the article. The results of the analysis show that human capital,which includes individual knowledge, skills, and values, has a significant role in creating a company's competitive advantage through improving customer experience, service innovation, and consumer loyalty. Sustainable human resource development has proven to be the main foundation in the success of a customer-oriented marketing strategy. This study provides important implications for practitioners and policymakers to prioritize investment in human capital development to strengthen human-focused marketing strategies in the long term.

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