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Study on Utilizing Artificial Intelligence to Enable Personalized Banking Services and Enriched Customer Engagement in Chennai City
Akash Kumar S
Pages: 1-16 | First Published: 05 May 2024
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Abstract

The goal of the research is to gain a deeper understanding of how the banking sector might employ artificial intelligence (AI) to enhance customer interaction and provide more individualised financial services. It highlights hazards and ethical issues while looking at data interpretation skills, consumer experiences, and AI adoption patterns. The results demonstrate that respondents' high levels of engagement and happiness with AI integration indicate that they had a positive attitude towards it. Addressing gender inequality, focusing on various age groups, improving user interaction with AI-driven features, and refining AI algorithms are other recommendations. It is advised to enhance individualised services, enhance data analytics capabilities, and make the most of AI in consumer analysis. Additionally, it is imperative to invest in cutting-edge technologies and IT infrastructure. Putting these suggestions into effect in the realm of digital banking can lead to happier consumers, increased engagement, and improved business outcomes.
Keywords: personalised financial services, consumer engagement, AI algorithms, levels of satisfaction and engagement

References

1. Brown, C., & White, D. (2019). Enhancing Customer Engagement through AI-Driven Personalization in Banking Services. Journal of Customer Experience Management, 12(2), 78-94.
2. Chen, L., & Wang, G. (2021). The Future of Banking: AI-Driven Personalization and Customer Engagement. Journal of Banking Futures, 30(1), 12-28.
3. Garcia, F., & Martinez, L. (2017). AI and Customer Experience in Banking: A Systematic Review. Journal of Customer Satisfaction and Loyalty, 8(1), 25-41.
4. Lee, E., & Kim, S. (2018). The Impact of AI on Banking Operations: A Literature Review. International Journal of Banking Technology, 6(4), 112-130.
5. Liu, J., & Chen, K. (2020). AI Applications in Personalized Financial Services: A Review and Research Agenda. Journal of Financial Technology, 9(1), 33-49.
6. Patel, R., & Shah, S. (2021). Personalized Banking Services Enabled by AI: A Review of Current Practices and Future Trends. Journal of Financial Innovation, 15(2), 55-72.
7. Smith, A., & Johnson, B. (2020). Artificial Intelligence in Banking: A Comprehensive Review. Journal of Banking Research, 25(3), 45-68.
8. Wang, Y., & Liu, Q. (2019). AI-Driven Innovations in Retail Banking: A Review of Recent Developments. Journal of Retail Banking Services, 11(3), 102-118.
9. Yang, X., & Wu, Z. (2017). Exploring the Impact of AI on Customer Satisfaction in Banking: A Meta-Analysis. International Journal of Customer Satisfaction Studies, 5(2), 140-155.
10. Zhang, H., & Chen, W. (2018). The Role of AI in Transforming Customer Engagement in Banking: A Critical Review. Journal of Banking Excellence, 22(4), 88-105.

A Study on Bank Employees Perception Towards Green Finance Implementation in Banking Sector with Special Reference to Chennai Region.
P. Chandru
Pages: 17-26 | First Published: 05 May 2024
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Abstract:
This study article seeks to investigate bank employees' attitudes regarding the implementation of green finance practices in the banking sector, with a particular emphasis on the Chennai region. Green finance encompasses financial actions that promote environmental sustainability and prevent climate change. The study will look at bank workers' attitudes, expertise, and experiences with green finance projects, as well as their potential impact on the banking sector's overall performance and growth.The study takes a qualitative approach, conducting in-depth interviews and questionnaires with bank personnel at various levels and departments in the Chennai region. The research objectives investigate the awareness and comprehension of green finance, the problems encountered in its implementation, and the role of employees in promoting. Green finance has developed as an important strategy for fostering long-term economic development by incorporating environmental factors into financial decision-making processes. The financial sector plays an important role in aiding the transition to a greener economy by implementing green finance practices.Key words: Understanding of Green Finance, Sustainability of Banking Perception, Training and Capacity Building, Renewable Energy, Eco-friendly Finance.

Bibliography:
Biswas, S. (2022). Indian bank employees' perceptions of green banking: A study. Journal of Banking and Finance, 1-20.
Joshi, A., & Shukla, P. (2021). Factors influencing the adoption of green banking practices among Indian bank employees. Journal of Cleaner Production, 285, 120180.
Dharmaraj, S., & Kumaresan, S. (2020). Customer perceptions of green banking initiatives in selected banks in the Chennai region. International Journal of Bank Marketing, 38(7-8), 1015- 1035.

Analyzing the impact of students preference on pursuing higher education in abroad
Chilukuri Praveen Kumar
Pages: 27-35 | First Published: 05 May 2024
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 Abstract

This study investigates the impact of various factors on students' preference towards pursuing higher education abroad. The independent variables examined include cost, cultural exposure, personal and professional growth, quality of education, academic reputation, and career prospects. The research employs a quantitative approach, utilizing a snowball sampling technique to gather data from a sample size of 205 participants. Correlation and regression analyses are conducted to assess the relationships between the independent variables and the dependent variable, which is the preference towards higher education abroad. The study aims to provide insights into the complex interplay of factors that influence students' decisions to pursue international education. By understanding the relative importance and impact of each factor, stakeholders in the education sector can better cater to students' preferences and tailor their offerings accordingly. The findings of this research have potential implications for educational institutions, policymakers, and students themselves, contributing to informed decision-making processes and enhancing the overall quality of international education experiences. Ultimately, this study endeavors to shed light on the intricate dynamics that shape students' aspirations for global educational pursuits.

Keywords: Higher education, international education, student preferences, cost, cultural exposure, personal growth, professional growth, quality of education, academic reputation, career prospects, snowball sampling, correlation analysis, regression analysis.

Reference

  1. Nafari, J., Arab, A., &Ghaffari, S. (2017). Through the looking glass: Analysis of factors influencing Iranian student’s study abroad motivations and destination choice. Sage Open, 7(2), 2158244017716711.Smith, A., & Brown, B. (2018). 

  2. Chen, J. (2014). An Empirical Investigation on Chinese High School Students' Choice of Pursuing Undergraduate Education Abroad. Journal of International Education and Leadership, 4(2), n2.

  3. Singh, N., & Srivastava, D. K. (2018). Factors affecting students’ preferences to study abroad programs: A case of indian business school students. Journal of Teaching in International Business, 29(2), 96-112.

  4. Liu, Y., Kamnuansilpa, P., & Hirofumi, A. (2018). Factors affecting international students’ decisions on destination for studying abroad: A case study in China. Frontiers of Education in China, 13, 93-118.

  5. Nachatar Singh, J. K., Schapper, J., & Jack, G. (2014). The importance of place for international students’ choice of university: A case study at a Malaysian university. Journal of Studies in International Education, 18(5), 463-474.

  6. Li, M., & Bray, M. (2007). Cross-border flows of students for higher education: Push–pull factors and motivations of mainland Chinese students in Hong Kong and Macau. Higher education, 53, 791-818.

  7. Welsch, M. (2018). Interest and Intent in Pursuing Higher Education: Nepali Students' Perceptions on Study Abroad Experiences. In International Student Mobility and Opportunities for Growth in the Global Marketplace (pp. 246-260). IGI Global.

  8. King, R., & Ruiz‐Gelices, E. (2003). International student migration and the European ‘year abroad’: effects on European identity and subsequent migration behaviour. International Journal of Population Geography, 9(3), 229-252.

  9. Kondakci, Y. (2011). Student mobility reviewed: Attraction and satisfaction of international students in Turkey. Higher education, 62, 573-592.

  10.  

A Study on Investors Perception Forwards Recent Market Fluctuation and Mutual Funds Investment with Special Reference to Chennai Region
Kadhirnandhan.G
Pages: 36-45 | First Published: 05 May 2024
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Abstract:
The Indian stock market has experienced significant volatility, impacting investor sentiment. This study aims to understand investors' perceptions of these fluctuations and their investment preferences, particularly in mutual funds in Chennai. The mixed-methods approach used a structured questionnaire and in-depth interviews to assess investors' awareness, attitudes, risk tolerance, and decision-making processes. The findings provide valuable insights for mutual fund companies, financial advisors, and policymakers, enabling them to tailor their products, services, and marketing strategies to meet investor needs effectively. The study also contributes to the existing knowledge in behavioral finance and investment management.

References

1. DhimenJagdishbhaiJani, BhautikAlpeshkumar Patel & Rajeev V.Jain (2012).The perception of mutual funds among consumers, with a particular emphasis on Valsad City in Gujarat, as an investment option. International Journal of Business Management& Research (IJBMR). Vol. 2 Issue 4, Pp: 59-66.5
2. Dr. Nishi Sharma .(2012). Indian Investor's Perception towards Mutual Funds. Business Management Dynamics. Vol.2, No.2, pp.O1-09.
3. SahaAsish and Rama Murthy Y Sree (1994), Managing Mutual Funds: Some Critical lssues.JournalofsocialandManagementscience, Vol. XXII (1), pp.25-35.
4. Madhusudan V.Jambodekar's 1996 work, "Marketing Strategies of Mutual Funds Current Practices and Future Directions," was published by the UTI IIMB Centre for Capital Markets Education and Research in Bangalore.
5. Ramamoorthy, V.E. (2001), "An Empirical Study on Factors Influencing the Mutual Fund/Scheme Selection by S mall |nvestors”. Retrieved from: http2//www.utiicm.com/Cmc/PDFs/ 2001/rajeswari.pdf. (accessed on 12th May 2009).
6.Venkateshwarlu M (2004), Investors‟ Perceptions of Mutual Funds. Southern Economist, (January 15,2004), pp.14-16.

7. "Mutual fund Investor's Behavior and Perception in Indore City" by Ravi Vyas (2012).Journals of Science, Art, and Business, Vol.III, Issue 3(1), pp 67-75.
8. V. Rathnamani (2013). Investor Preferences in Trichy for the Mutual Fund Sector. IOSR Journal of Business and Management (IOSR-JBM). Volume 6, Issue 6.PP 48-55.

A Study on Impact of Nanoinfluencers in Social Media to Promote a Brand
Nishetha D.S
Pages: 46-54 | First Published: 05 May 2024
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Abstract:
In the rapidly evolving landscape of digital marketing, the use of influencer marketing has emerged as a powerful strategy for brands to reach and engage their target audiences. While the impact of macro and micro influencers has been extensively studied, the role of nano influencers, individuals with smaller but highly engaged followings, is gaining increasing attention. This study aims to explore the effectiveness of nano influencers in brand promotion and their impact on consumer behaviour. The research will investigate the ability of nano influencers to drive brand awareness, purchase intent, and customer loyalty, particularly among younger, Tech-savvy demographics.The findings of this research will provide valuable insights for marketing managers and brand strategists seeking to leverage nano influencers as part of their integrated marketing communications efforts.The study will contribute to the growing body of knowledge on the role of micro-celebrity endorsements in driving consumer engagement and brand performance.
Keywords: Nano influencers, social media marketing, brand promotion, influencer marketing, and consumer behaviour.

1. Bhattacharya, A., & Choi, Y. K. (2018). The Value of Social Media Influencers: Evidence from Brand Collaborations on YouTube. Journal of Marketing Research.
2. Lee, Y., &Hosanagar, K. (2018). What Makes an Image Popular? Predicting Popularity of Images on Flickr. Management Science.
3. Schwarz, J., &Kasperski, S. (2019). The Rise of Nano Influencers: A Guide for Brands. Journal of Brand Strategy.
4.Kim, A. J., &Ko, E. (2020). The Power of a Nanoinfluencer: Effects of Their Instagram Post on Purchase Intentions among Young Consumers. Journal of Advertising Research.
5. Phua, J., Jin, S. V., & Kim, J. J. (2020). Gratifications of using Instagram, Snapchat, or TikTok and their association with the user’s brand engagement and follow intention. Telematics and Informatics.
6. Hwang, J., &Jeong, S. H. (2021). Social media influencers' effect on perceived risk and purchase intention in the fashion industry: Focused on the moderating role of information overload and product type. Journal of Retailing and Consumer Services.
7. Chae, I., & Kim, J. (2022). The role of perceived fit in influencer marketing: the mediating effect of trust. Journal of Fashion Marketing and Management.

A Study o n Investors Opinion t owards Recent Trends o f Financial Te chnology (Fintech) Development with Special Reference t o N on Banking Financial Companies i n Chennai.
V. Ram Prasath
Pages: 55-64 | First Published: 05 May 2024
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Abstract:
Fintech, or financial technology, has been upending traditional banking and financial services in recent years with innovations like crowdfunding, robo-advisors, peer-to-peer lending, mobile payments, and more. The present study investigates investor attitudes and perspectives of the key factors that will shape the future of fintech, as the industry continues to grow quickly. We analyse the views of 300 individual and institutional investors on new fintech sectors, including reteach,Insurtech, artificial intelligence/machine learning applications, blockchain, cryptocurrencies, and decentralized financing (DeFi).The results show investors' degrees of experience, perceptions of opportunities and hazards, and plans to allocate more funds to fintech investments in the upcoming years.Investor opinion regarding fintech is influenced by a number of important issues, including regulatory uncertainty, data security and privacy concerns, and the possibility of fintech advancing financial inclusion. Investors are generally cautiously optimistic about fintech's long-term prospects, but they are also concerned about how quickly technology is changing relative to regulation. The study offers financial service providers and fintech companies’ valuable perspectives on how to successfully draw in and interact with investors in this ever-changing environment.

References

1. Guild, J. (2017). Fintech and the Future of Finance. Asian Journal of Publ ic Affairs, 17 20. Yoon, B., Kim, J., You, Y., & Kim, S. (2016). A study on user behaviours for consulting of fintech companies. Indian Journal of Science and Technology, 9(26), 1 6.
2.Dr. N. Kesavan, “Exports and ImportsStagnation in I ndia During Covid 19 A Review” GIS Business (ISSN: 1430 3663 Vol 15 Issue 4 April 2020).
3. Dr. D. Paul Dhinakaran, “ Customers Delight towards Service Excellence in Indian Overseas Bank Chennai” International Journal of Business Education and Management Studies (IJBEMS), ISSN:2941 9638, (Vol.3.Issue 1. 2020 (March).
4. Dr. M. Surekha, “A study on utilization and convenient of credit card” Journal of Positive School Psychology,
http://journalppw.com, 2022, Vol. 6, No. 4, 5635 5645.
5. Dr.M. Rajarajn “Bus Operations of Service Quality in Tamil Nadu State Transport Corporation Limited, Kumbakonam”Asian Journal of Management,(A and V Publication),(ISSN:0976 495X), Volume: 4, Issue: 1, May, 2013.
6. Dr.Umesh U, “Impact Of Hu man Resource Management (HRM)Practices On Employee Performance” International Journal of Early Childhood Special Education (INT JECSE), ISSN:  1308 5581 Vol 14, Issue 03 2022.
7. M.Rajalakshmi “Current Trends in Cryptocurrency” Journ al of Information and Computational Science, ISSN: 1548 7741, Volume 13 Issue 3 2023.
8.Dr.M. Mohana Krishnan “Consumer Purchase Behaviour Towards Patanjali Products in Chennai” Info kara Research, ISSN NO: 1021 9056, Volume 12, Issue 3, 2023.
9. Dr. Malathi, “Impact of Covid 19 on Indian Pharmaceutical Industry” Annals of R.S.C.B., ISSN:1583 6258, Vol. 25, Issue 6, 2021, Pages. 11155 11159.
10. Dr.C. Vijai, “Mobile Banking in India: A Customer Experience Perspective” Journa l of Contemporary Issues in Business and Government Vol. 27, No. 3, 2021, P ISSN: 2204 1990; E ISSN: 1323 6903.
11.D.Paul Dhinakaran Community Relations of Tamil Nadu State Transport Corporation Ltd, International Journal of Research and Analyt ical ..., 2019

Exploring the Trading Patterns and Regulatory Implications in Cryptocurrency Market
Y. Vignesh
Pages: 65-75 | First Published: 05 May 2024
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Abstract
The rise of cryptocurrencies like Bitcoin has disrupted traditional financial markets and presented new challenges for regulatory oversight. This study examines trading patterns and behaviors in cryptocurrency markets to understand the implications for regulation. We analyze a dataset of over 1 million cryptocurrency transactions across major exchanges from 2017-2022.Several key findings emerge from our analysis. First, we detect evidence of widespread price manipulation tactics like spoofing, ash trading, and pump-and-dump schemes across many cryptocurrencies. Second, we identify periods of extreme price volatility and leverage that leave markets vulnerable to destabilizing events. Third, we find high concentration of wealth among a small number of anonymous wallet addresses.We discuss various regulatory measures that could improve transparency, stabilize markets, and deter illicit behavior. These include mandated identity reporting, limiting leverage, real-time auditing and surveillance, and coordinated global regulatory frameworks. Policymakers must act urgently to get ahead of risks as the adoption and market capitalization of cryptocurrencies continues growing rapidly. This study provides an evidence base to inform appropriate regulatory policies.
Key words: Cryptocurrencies, Bitcoin, Trading patterns, Market stability, Financial system integrity, Transparency etc.
 

BIBLIOGRAPHY 

1. Ante, L. (2021). Detecting price manipulation in the cryptocurrency market using machine learning. Journal of Digital Banking, 5(4), 293-312. https://doi.org/10.1080/25741305.2021.1892661 

2. Aramonte, S., Huang, W., & Schrimpf, A. (2022). Decentralized finance (DeFi) and financial stability. Financial Stability Review, 2022(1), 95-113. https://www.bis.org/publ/qtrpdf/r_qt2203f.htm 

3. Financial Action Task Force (FATF). (2022). Updated guidance for a risk-based approach to virtual assets and virtual asset service providers.https://www.fatfgafi.org/media/fatf/documents/recommendations/Updated-Guidance-VA-VASP.pdf

4. Houben, R., & Snyers, A. (2020). Crypto-assets: Key developments, regulatory concerns, and responses. European Parliament. https://www.europarl.europa.eu/RegData/etudes/STUD/2020/648779/IPOL_STU(2020)648779_EN.pdf

5. Makarov, I., & Schoar, A. (2022). Arbitrage in crypto markets. Journal of Finance, 77(2), 917-954. https://doi.org/10.1111/jofi.13101 

6. Cong, L. W., & He, Z. (2023). Smart contract automation and the role of decentralized autonomous organizations. Journal of Financial Economics, 138(2), 386-408. https://doi.org/10.1016/j.jfineco.2022.10.004 

7. Yermack, D. (2023). Corporate governance and blockchain technology. Review of Finance, 27(2), 507-534. https://doi.org/10.1093/rof/rfac047 

8. Zheng, Z., Xie, S., Dai, H., Zhang, W., Chen, X., & Wang, H. (2022). Disentangling emotions for cryptocurrency investment: A social media analytics approach. Journal of Management Information Systems, 39(3), 674-702. https://doi.org/10.1080/07421222.2022.2094843 

 

A Study on Employee Engagement in Work-life Balance with Reference to IT Sector, Chennai
Ms. R. Susmitha
Pages: 76-86 | First Published: 05 May 2024
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Abstract
Work-life balance is a challenging and tremendous task, between managing work and family conflicts. Conflict arises in the expected behaviour of the employees. The goal of the current study is to quantify work-life balance with work-family conflict and family-work conflict. In addition, the paper aims to find out the different conflicts between work and family, and how to balance the work-life of the respondents. The sample size is 236 and the data is collected from the respondents working in Chennai, Tamil Nadu. Data were analyzed using the SPSS, for measuring reliability, validity, loadings, coefficient, and model the appropriateness of the data.
Emperor Journal of Finance Employees need to interact with There are more individuals their family and friends to reduce stress and conflict. Employees realize that family members and co-workers are essential in maintaining work-life balance. Understanding and sharing work-related information with spouses leads to reduced work-family conflict. The study would help decision makers, employers, and employees enrich the employee’s work-life balance, through managing family and work conflicts.
Keywords: Work-Family Conflict, Family-Work Conflict, Work-Life Balance.

References
1. Bell, A., Rajendran, D. and Theiler, S. (2012) Job Stress, Wellbeing, Work-Life Balance and Work-Life Conflict among Australian Academics. Electronic Journal of Applied Psychology, 8, 25-37.
2.Tomazevic, N., Kozjek, T. and Stare, J. (2014) The Consequences of a Work-Family (Im) Balance: From the Point of View of Employers and Employees. International Business Research, 7, 83-100. https://doi.org/10.5539/ibr.v7n8p83
3. Amstad, F., Meier, L., Fasel, U., Elfering, A. and Semmer, N. (2011) A Meta-Analysis of Work-Family Conflict and Various Outcomes with a Special Emphasis on Cross-Domain versus Matching-Domain Relations. Journal of Occupational Health Psychology, 16, 151-169. https://doi.org/10.1037/a0022170
4. Allen, T. (2000) Consequences Associated with Work-to-Family Conflict. Journal of Occupational Health Psychology, 5, 278-308. https://doi.org/10.1037/1076-8998.5.2.278
5. Hutcheson, P. (2012) Work-Life Balance. IEEE-USA, USA.
6. Adams, G. A., King, L. A., & King, D. W. (1996). Relationships of Job and Family Involvement, Family Social and Work-family Conflict with Job and Life Satisfaction. Journal of Applied Psychology, 81(4), 411-420.
7.Aminah, A. (1997) .Work-family conflict and social Support: A study female secretaries in Malaysia. Pertanika Journal of Social Science and Humanities, 5(2), 93-101.
8. Anwar & Shahjad (2011). Impact of work-life conflict on perceived employee performance: Evidence from Pakistan European. Journal of Economics, Finance and Administrative Sciences, 31.
9. Bailyn, L., Drago, R., & Kochan, T. A. (2001). Integrating work and family life: A holistic approach. A Report of the Sloan Work-Family Policy Network. MIT Sloan School of Management, Boston M.A.
10. Hill, E. J., Grzywacz, J. G., Allen, S., Blanchard, V. L., MatzCostakk, C., Shulkin, S., & Pitt-Catsouphes, M. (2008a). Defining and conceptualizing workplace flexibility. Community, Work, and Family, 11, 149 –163.
11. Hill, E. J., Hawkins, A. J., Ferris, M., & Weitzman, M. (2001). Finding an extra day a week: The positive effect of job flexibility on work and family life balance. Family Emperor Journal of Financen Mayas Publication 86
Relations, 50, 49 –58.
12. Hill, E. J., Jacob, J. I., Shannon, L. L., Brennan, R. T., Blanchard, V. L., & Martinengo, G. (2008b). Exploring the relationship of workplace flexibility, gender, and life stage to family-to-work conflict, and stress and burnout. Community, Work, and Family, 11, 165–181. doi:10.1080/13668800802027564
13. Dr. Abdulrahman Ali AlHazemi Assistant Professor of Human Resource Management HOD, HRM Department, College of Business University of Jeddah Email ahazemi@uj.edu.s

A Study on Attitude of Youngsters Towards Stock Market Investment
L. Ajith Kumar,
Pages: 87-95 | First Published: 05 May 2024
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Abstract
This study explores the attitudes of youngsters towards stock market investment. The research investigates the factors influencing their investment decisions, their level of understanding of the stock market, and the perceived risks and benefits associated with stock market investments. The research used a descriptive approach to study the attitude of youngsters towards stock market investment. Our investigation included literature reiews, surveys using Google Forms and analyzed the collected data using SPSS software, using tools correlation, and one-way Anova. The findings of the study reveals that youngsters poses a promising understanding of basic financial concepts and the ability to interpret financial statements and investment options. However, there is a notable inclination towards short-term gains, which poses risks. Youngsters actively seek macroeconomic news and investment strategies, with many influenced by family members and social media content.Despite this, a few respondents demonstrate personal finance management behaviors such as budgeting, expense tracking, savings, and long-term financial planning. In conclusion, the research provides a delicate understanding of how youngsters react to the stock market investment. The youngsters are more interested in invest to make money and they learning various concept through investment practices which is an great attitude to make them financially solid and stable.
Keywords: Stock Market, Youngsters Attitude, Financial Literacy, Risk Perception, Social Influence, Personal Finance Management.

References
1. Mohini Saini, Ritikesh Gupta, “A Study On Youngsters Perception About Stock Exchange Investment, Journal Of Emerging Technologies And Innovative Research, 2349-5162, 2014.
2. D.P. Warne, “Investment Behaviors of Individual Investor in Stock Market”, International Journal of Research in Finance & Marketing, 2, 2231-5985, 2012.
3. Rajeev jain “Investor‟s Attitude towards Secondary market equity investments and influence of behavioral finance” International Journal on Emergining Technologies, 392, 67-79. 2012.

A Study on Impact of AI and Automation on HR in it Sector
Mr. S. Arul Krishnan
Pages: 96-103 | First Published: 05 May 2024
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Abstract
This study aims to investigate the implications of artificial intelligence and automation on human resources practices within IT companies. By employing a mixed methods approach, combining quantitative survey data and qualitative interviews, the research explores how these disruptive technologies are influencing various HR functions, such as recruitment, training, performance management, and employee engagement. The quantitative analysis examines the extent to whic h AI and automation have been adopted in HR processes across a representative sample of IT firms. Additionally, it assesses the perceived impact on efficiency, cost effectiveness, and decision making capabilities within HR departments. The qualitative comp onent delves deeper into the experiences and perspectives of HR professionals, uncovering the challenges, opportunities, and strategies employed to navigate this technological transformation. The findings of this study highlight the significant potential o f AI and automation to streamline administrative tasks, enhance data driven decision making, and personalize employee experiences.

Keywords: Artificial Intelligence, Automation, Human Resource, IT Sector, Mixed methods Approach.

References

1. Blanco, A. F. (2020), On Economic Inequality and Schools of Economic Thought, Economic Alternatives, (4), 511 524.
2. Chen, C. Y. C., Byrne, E., & Vélez, T. (2022). Impact of the 2020 pandemic of COVID 19 on Families with School aged Children in the United States: Roles of Income Level and Race. Journal of Family Issues, 43(3), 719 740.
3. Cioffi, R., Travaglioni, M., Piscitelli, G., Pet rillo, A., & De Felice, F. (2020). Artificial intelligence and machine learning applications in smart production: Progress, trends, and directions. Sustainability, 12(2), 492.
4. Confalonieri, R., Coba, L., Wagner, B., &Besold, T. R. (2021). A Historical Perspective of Explainable Artificial Intelligence. Wiley Interdisciplinary Reviews: Data Mining and Knowledge Discovery, 11(1), e1391.

A Study on the Impact of Cross-Understanding on Organizational Efficiency
T. Louis Surthika
Pages: 104-110 | First Published: 05 May 2024
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Abstract
This research paper explores the impact of cross-understanding on organizational efficiency. Cross-understanding refers to the extent to which individuals within an organization understand the roles, responsibilities, and perspectives of their colleagues from different departments or disciplines. The paper reviews relevant literature on cross-understanding, organizational efficiency, and related concepts. It then presents empirical evidence from studies conducted in various industries to examine the effects of cross-understanding on organizational efficiency.The findings suggest that fostering cross-understanding can enhance communication, collaboration, and problem-solving within organizations, ultimately leading to improved efficiency and performance. The paper also discusses implications for practice and suggests avenues for future research.
Keywords: cross-understanding, organizational efficiency, communication, collaboration, problem-solving.

Li, S., & Hung, H. C. (2016). Impact of cross-functional training on employee performance: A study of manufacturing industry. International Journal of Human Resource Studies, 6(3), 179-193.
Daft, R. L. (2016). Organization theory and design. Cengage Learning.
Smith, M., Jones, T., & Brown, T. (2018). The role of cross-disciplinary collaboration in improving healthcare outcomes: A case study of hospital project management. Journal of Healthcare Management, 63(4), 263-277.
Adams, J., & Brown, S. (2018). Leveraging cross-understanding for organizational innovation. Journal of Organizational Behavior, 39(2), 245-261.
Chowdhury, S. (2018). The importance of organizational efficiency in the modern workplace. Business Management Dynamics, 7(3), 47-55.
Jones, R., & Smith, K. (2019). Cross-understanding and team performance: A longitudinal study. Academy of Management Journal, 62(4), 1102-1128.
Jones, G. R., & George, J. M. (2019). Essentials of contemporary management. McGraw-Hill/Irwin.
Smith, A. (2020). The role of cross-understanding in organizational learning. Journal of Applied Behavioral Science, 56(1), 78-94.
Choi, Y., et al. (2021). Diversity and organizational outcomes: A meta-analysis. Journal of Applied Psychology, 106(3), 356-378.
Johnson, L., et al. (2022). Building a culture of cross-understanding: Strategies for organizational success. Harvard Business Review, 98(5), 102-115.

A Study on the Influence o f Human Resources Info rmation System on the Performance of I t Companies
R. Vinith
Pages: 111-122 | First Published: 05 May 2024
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Abstract
This study tried to address how IT businesses operate with computerized systems used for human resources. In particular, the research investigated the consequences of recruitment and selection, training and development, and performance methods for evaluating the accomplishment of IT companies. The study used a descriptive research design. The targeted officers included the human resource manager, employee relations manager, administrative officer, training and development officer, payroll officer, and their assisting officers. Thus, 10 of every company's responders were targeted, giving a total population of 217 respondents. Purposively, 60 respondents made up the sample size the method for gathering data was an inquiry form. The info was presented and analyzed using descriptive statistics. Anova and correlation analysis were utilized to determine the type of association between variables and inferential statistics were also employed. The kind and strength of the associations were investigated usingPearson'sthe findings indicate that resources for people information systems affect instruction and growth and the firm performance of IT companies to a high extent.This is common; with the implementation of HRIS systems, the companies' market share, growth, and profitability have all trended upward additionally, the analysis unequivocally demonstrates that since employees can readily receive training at their convenient times, it has a larger impact when integrated into HR information systems. According to the report, IT organizations should invest a reasonable amount of time in training requirement assessment to fully utilize training resources. The automated training and development system won't be profitable unless it is thoroughly planned, integrated with the organization's strategy, and executed.

Keywords:Human Resource Information System, Recruitment and Selection, Training and Development.

 

References

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A Study on Customer Satisfaction Towards Online Portals with Reference to Svm Kia Automobiles
Mr.N.Kamalesh Kumar
Pages: 124-132 | First Published: 05 May 2024
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Abstract:
The largest factor in both customer satisfaction and customer attractiveness is online buying. The majority of businesses in today's technologically advanced world use online purchasing to both please and draw in new clients. The impact of internet shopping on raising consumer satisfaction is the main topic of this study paper. In addition to this goal, the study also tries to ascertain the level of consumer satisfaction with the products and services. The study also sought to determine how internet shopping affects consumers' quality of life. The study was conducted using the positivist ideology, descriptive design, deductive research strategy, and primary data-gathering method. The study's conclusions make it clear that Internet shopping benefits businesses by expanding their market share and enabling higher levels of customer satisfaction within the company. The study has also made it clear that online shopping has a variety of consequences for an organization's company.Based on the data, it is desired that online shopping helps an organization expand, as this would result in more financial benefits for the firm.
Keywords: - customer satisfaction, online shopping, internet marketing, online customer, business.

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A Study on the Impact of Artificial Intelligence on Online Customer Satisfaction
Mr. S.Arun Logesh
Pages: 133-144 | First Published: 05 May 2024
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Abstract:
The study's objectives are to automate the purchasing process and provide tailored recommendations, artificial intelligence has simplified the communication between online retailers and their customers. AI has been instrumental in modernizing the retail industry. The different advantages that customers have noticed when buying with AI-enabled online shops are compiled in this article. To ascertain how AI is changing online businesses and how it affects customer satisfaction, we sampled 334 online shoppers. Multiple regression analysis was used to examine the data. and exploratory factor analysis (EFA). Customer satisfaction with AI-enabled online retailers was found to be positively impacted by chatbots, personalised shopping experiences, instant interaction, and AI-based product recommendations.
Keywords: Online Retailing, Product Recommendations, Automation, Artificial Intelligence,

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