Human resource performance evaluation from CRM perspective: a two-step association rule analysis

Abstract

Human resource performance evaluation is one of the main activities in human resource management that is critical for organisational development. In this paper, a new approach of using data mining techniques is proposed for HR evaluation from CRM perspective. In fact, a two-step association rule analysis is presented and implemented on the data of a public transportation organisation in Iran. The data relates to a call centre of this organisation, which is established to hear the citizens' voice about the performance of the human resource. At the first step of the proposed technique, the results indicate the sectors with a dominant pattern of negative human resource performance and the ones with a positive performance. At the second step, the factors that cause the negative human resource performance are investigated. The results show that the CRM approach and the proposed technique are capable in the domain of human resource performance evaluation. The obtained knowledge can be very helpful to improve the performance of the human resource in this organisation.