A STUDY ON AI-DRIVEN EMPLOYEE SATISFACTION AND RETENTION STRATEGIES IN THE GARMENT INDUSTRY WITH SPECIAL REFERENCE TO SUNBALA GARMENT
Dr.V.Paramasivam1, J. Priyanka2
Dr.V.Paramasivam, Professor & Head of the Department,
Department of Management Studies, Kangeyam Institute of Technology,
Kangeyam – 638108, Tamilnadu, India.
E-Mail: vparamasivammba@gmail.com
J Priyanka II-MBA,
Department of Management Studies, Kangeyam Institute of Technology,
Kangeyam – 638108, Tamilnadu, India
ABSTRACT
The garment industry is a labor-intensive sector that frequently faces challenges such as high employee turnover, low job satisfaction, and workforce instability. In recent years, Artificial Intelligence (AI) has emerged as a transformative tool in human resource management, enabling organizations to adopt data-driven strategies to improve employee engagement and retention. This study examines the impact of AI-driven employee satisfaction and retention strategies in the garment industry, with special reference to Sunbala Garment. The research adopts a descriptive and analytical design using a quantitative approach. Primary data were collected from 150 employees through a structured questionnaire, and statistical tools such as percentage analysis, mean, standard deviation, correlation, regression, ANOVA, and cross-tabulation were applied for analysis. The findings reveal a high level of employee satisfaction with AI-based HR practices and a strong retention intention among respondents. A very strong positive correlation (r = 0.812, p = .001) was identified between AI-Based Satisfaction and Retention Intention, indicating that satisfaction significantly influences employee commitment. Regression and ANOVA results further confirm that AI-driven strategies play a substantial role in predicting employee retention. The study concludes that AI-enabled HR analytics, predictive retention systems, and performance monitoring tools contribute significantly to workforce stability and organizational growth. Therefore, effective implementation of AI-driven HR strategies can enhance employee satisfaction, reduce attrition, and improve long-term sustainability in the garment industry.
Keywords: Artificial Intelligence (AI), Employee Satisfaction, Employee Retention, HR Analytics, Garment Industry.
