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

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.