Service Quality and Green HRM Transformation: Digital Human-AI Collaboration as a Moderating Variable - An SERVQUAL-Based Study of Chinese Digital Marketing Firms

Service Quality and Green HRM Transformation: Digital Human-AI Collaboration as a Moderating Variable - An SERVQUAL-Based Study of Chinese Digital Marketing Firms | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Service Quality and Green HRM Transformation: Digital Human-AI Collaboration as a Moderating Variable - An SERVQUAL-Based Study of Chinese Digital Marketing Firms Jun Cui This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-6586640/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract This study investigates the relationship between service quality (SERVQUAL) and green human resource management (Green HRM) transformation in Chinese digital marketing firms, with digital human-AI collaboration as a moderating variable. The research employs a mixed-method approach combining traditional statistical methods via SPSS and AMOS with fuzzy-set Qualitative Comparative Analysis (fsQCA). Data was collected from 213 digital marketing companies across major Chinese technology hubs. The findings reveal a significant positive relationship between SERVQUAL dimensions and successful green HRM transformation (β = 0.47, p < 0.01). Notably, digital human-AI collaboration significantly moderates this relationship (β = 0.31, p < 0.01), enhancing the effectiveness of green HRM implementation when service quality initiatives are already strong. The fsQCA results identify three distinct configurational paths to successful green HRM transformation, with technology integration and leadership commitment emerging as necessary conditions. This research contributes to the nascent literature on sustainability in digital marketing firms and offers practical implications for managers seeking to implement environmentally responsible practices while maintaining service excellence in an increasingly AI-integrated workplace. Service quality Green HRM Digital marketing Human-AI collaboration SERVQUAL fsQCA Digital transformation Technology firms Full Text Additional Declarations The authors declare no competing interests. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-6586640","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":451575096,"identity":"85fb4c7f-5506-41b1-824a-869460031da7","order_by":0,"name":"Jun Cui","email":"data:image/png;base64,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","orcid":"https://orcid.org/0009-0002-9693-9145","institution":"solbridge international School of Business","correspondingAuthor":true,"prefix":"","firstName":"Jun","middleName":"","lastName":"Cui","suffix":""}],"badges":[],"createdAt":"2025-05-04 04:42:55","currentVersionCode":1,"declarations":{"humanSubjects":false,"vertebrateSubjects":true,"conflictsOfInterestStatement":false,"humanSubjectEthicalGuidelines":false,"humanSubjectConsent":false,"humanSubjectClinicalTrial":false,"humanSubjectCaseReport":false,"vertebrateSubjectEthicalGuidelines":true},"doi":"10.21203/rs.3.rs-6586640/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-6586640/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":82127623,"identity":"6907255a-952d-4c2b-b7db-05eed3d80a53","added_by":"auto","created_at":"2025-05-07 04:29:41","extension":"pdf","order_by":1,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":308922,"visible":true,"origin":"","legend":"","description":"","filename":"ServiceQualityandGreenHRMTransformationCScholarformatstandard1.pdf","url":"https://assets-eu.researchsquare.com/files/rs-6586640/v1_covered_9de67dd5-12ff-494d-9176-292574cf2b9d.pdf"}],"financialInterests":"The authors declare no competing interests.","formattedTitle":"\u003cp\u003eService Quality and Green HRM Transformation: Digital Human-AI Collaboration as a Moderating Variable - An SERVQUAL-Based Study of Chinese Digital Marketing Firms\u003c/p\u003e","fulltext":[],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":false,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":true,"hideJournal":true,"highlight":"","institution":"Woosong University","isAcceptedByJournal":false,"isAuthorSuppliedPdf":true,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":true,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"Service quality, Green HRM, Digital marketing, Human-AI collaboration, SERVQUAL, fsQCA, Digital transformation, Technology firms","lastPublishedDoi":"10.21203/rs.3.rs-6586640/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-6586640/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThis study investigates the relationship between service quality (SERVQUAL) and green human resource management (Green HRM) transformation in Chinese digital marketing firms, with digital human-AI collaboration as a moderating variable. 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