A STUDY ON AI-DRIVEN EMPLOYEE RELATIONSHIP MANAGEMENT AND ITS EFFECTIVENESS WITH SPECIAL REFERENCE TO SUPERIOR COTTON MILL
Amutha.S¹
Assistant Professor
kishorammumba@gmail.com
Department of Management Studies.
Kangeyam Institute of Technology. Nathakadaiyur.
Tirupur, India.
Praveen Kumar.S²
Department of Management Studies.
Kangeyam Institute of Technology. Nathakadaiyur.
ABSTRACT
Artificial Intelligence (AI) has become a transformative force in Human Resource Management by reshaping traditional approaches to Employee Relationship Management (ERM). AI-driven ERM systems integrate technologies such as machine learning, predictive analytics, natural language processing, and intelligent chatbots to improve communication, automate routine HR tasks, and enhance employee engagement. In labour-intensive manufacturing environments like Superior Cotton Mill, effective employee relationship management is essential for maintaining productivity, minimizing conflicts, and ensuring workforce stability. Therefore, evaluating the effectiveness of AI-enabled ERM practices is crucial for understanding their contribution to organizational performance.
The present study investigates the impact of AI-driven ERM on employee satisfaction, grievance handling efficiency, communication effectiveness, and retention intention among employees of Superior Cotton Mill. A descriptive research design was adopted, and primary data were collected from 100 employees using a structured questionnaire. Statistical tools including descriptive statistics, correlation analysis, regression analysis, and ANOVA were employed to examine relationships among variables and measure the effectiveness of AI-enabled HR practices.
The findings reveal that AI-supported communication platforms significantly reduce response time and improve transparency in employee-management interactions. Employees reported positive perceptions toward AI-based grievance handling mechanisms, highlighting faster problem resolution and improved accessibility to HR services. Correlation analysis indicates a strong positive relationship between AI-driven communication and employee satisfaction (r = 0.73), while regression analysis demonstrates that AI-enabled ERM practices explain a substantial proportion of variation in overall employee relationship effectiveness (R² = 0.64). The ANOVA results confirm that the model is statistically significant, emphasizing the reliability of AI as a strategic HR tool.
Key Words: Artificial Intelligence (AI); Employee Relationship Management (ERM), HR Analytics, Employee Engagement, Grievance Handling, Employee Satisfaction, Communication Effectiveness.
