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PRIMAX INTERNATIONAL JOURNAL
OF COMMERCE AND MANAGEMENT RESEARCH

International Peer Reviewed | Open Access | A Quarterly Publishing Journal

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Paper Submission
PRIMAX IJCMR VOLUME NO.12, ISSUE NO. 4, JANUARY - MARCH 2025

18-01-2025

Page No.01 - 15



  CHATGPT In the Classroom: An Empirical Analysis of Students Perspectives on AI-Assisted Education

 Yuva Priya M, Research Scholar School of Social Sciences and Languages VIT Vellore, Vellore Institute of Technology, Tiruvalam, Vellore, Tamil Nadu
Dr. A.V.V.S. Subbalakshmi, Associate Professor Grade 2 ,VIT Vellore, Vellore Institute of Technology, Tiruvalam, Vellore, Tamil Nadu

Abstract
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Artificial intelligence technologies, such as ChatGPT, that have transformative capabilities are valuable in diverse contexts due to their ability to generate intricate written content that is indistinguishable from content authored by humans. Technology can exert both advantageous and detrimental impacts on organizations, society, and individuals. This study seeks to explore the potential advantages and disadvantages of the Generative Pre-trained Transformer (GPT) AI, along with other forthcoming technologies, by employing a speculative approach. This essay examines the function, positioning, and repercussions of ChatGPT and generative artificial intelligence (AI) technologies in response to the shifting landscape of higher education and current society. In order to analyse emerging trends and discuss their implications for education in the twenty-first century, this study presents speculative narratives that focus specifically on educational settings. We view ChatGPT as an innovation generated by students, with significant potential to enhance students' educational experiences and resources by combining technological capabilities with educational requirements. Higher education institutions strive to strike a balance between the benefits and drawbacks of incorporating and expanding the use of this technology. In order to capitalize on this opportunity for innovative assessment practice, the researcher organized a survey to get insights from the students. The participants took an online survey that included a limited number of questions, which were both scaled and open-ended. Keywords: ChatGPT, AI, Education, Technology, Students.

18-01-2025

Page No.15-20



 The Role of Corporate Governance in Safeguarding Against Financial Shenanigans: a Shareholder Perspective

 Dr Shijina A S, Assistant Professor, Mannaniya College of Arts and Science, Pangode

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Corporate governance is pivotal in fostering transparency, accountability, and ethical conduct within organizations, especially in safeguarding shareholders against financial shenanigans. This study investigates the role of corporate governance in mitigating financial mismanagement from a shareholder perspective. Utilizing primary data from 250 shareholders, the research employs statistical tools to analyze perceptions of governance mechanisms, such as independent board oversight and audit effectiveness. Key findings reveal that board independence and active shareholder involvement are critical to preventing misconduct, while areas like executive compensation structures require improvement. The study emphasizes the need for robust governance frameworks to enhance trust and ensure corporate sustainability. Keywords: Corporate governance, financial shenanigans, shareholder perspective, board independence, transparency, executive compensation, audit effectiveness.

18-01-2025

Page No.21-38



 Organizational Behaviour Impact on the buy-out of Twitter: From Twitter to X

 Pravitha Vijaykumar, DBA Research Scholar, Manipal GlobalNxt University Kuala Lumpur, Malaysia
Madhumita Das, DBA Research Scholar, Manipal GlobalNxt University Kuala Lumpur, Malaysia
Dr. Karin Sixl-Daniell, Professor, Manipal GlobalNxt University Kuala Lumpur, Malaysia

Abstract
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Organizational change management process impacts despite top-notch leaders driving the show, a key element to be deep-dived when one looks at Twitter buy-out. The purpose of the case study is to cover the journey of Twitter from one of the most acknowledged tools for the latest news to becoming a self-controversial subject and getting rebranded as ‘X’. Elon Musk's buy-out of Twitter and imposed changes created controversies and made people question Musk's leadership and approach toward organizational change. It focuses on understanding the critical issues that arose post-Twitter buy-out and the changes implemented. It also discusses a few solutions to the problems identified from an organizational behavior perspective, which can be a good fit for Twitter to leave its past and implement to ensure a smooth transition and stakeholder engagement at all levels to build trust! In addition to looking at more avenues to make revenue. The recommendations blend Kotter’s 8-step process and Kanter’s ten commandments as part of the change management processes. It is further concluded with approaches that Twitter can choose to continue revenue generation while they address the various threats from competitors and other governmental agencies. There are many unknowns, and the world is waiting to watch how the company strives to bring back its reputation through rebranding and various other challenges from internal and external stakeholders. Keywords: Twitter, Elon Musk, X, Leadership style, Organization Culture, Employee Relations

07-03-2025

Page No.39-52



 Functional awareness of digital rupee: Empirical evidence from a metro city in India

 Ashfaque M. Z, Assistant Professor, St. Joseph’s College of Commerce(Autonomous), Bengaluru, Karnataka
Gopi I, Teaching Assistant, Jain (Deemed to be University) CMS ,Bengaluru, Karnataka
Dave K. A. , Associate Professor, St. Joseph’s College of Commerce (Autonomous), Bengaluru, Karnataka

Abstract
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In this era of digitalization, the Central Bank has revolutionized to overcome borders and adopt new technologies, which could improve the cash cycle of the economy, which has to be faster in circulation. This study attempts to understand the level of awareness among the people in Bengaluru City about the functions of the Digital Rupee. 200 respondents were surveyed and their level of awareness was analyzed with various statistical tools. The results show a significant relationship between the age group and respondents favoring a cashless economy. Younger adults would want to avoid carrying their physical wallets and would want just their phones to help in carrying out transactions. Hence, it can be inferred that these younger adults have a positive approach towards the country going cashless. The expected functionality of the digital rupee is predicted to fulfill the public's transaction needs. However, it can be said that the concept of digital rupee has reached a good amount of audience via various channels. Keywords: Digital Rupee, Block Chain Technology, Digital Wallet, Cashless Economy, digitalization, cash cycle.

27-03-2025

Page No.53-65



 Factors Influencing the Usage of Fintech

  G J Carlin Jemimah, Ph.D. Research Scholar, Madras Christian College Chennai, Tamil Nadu
Adeline Jeba Pushpa R, Ph.D. Research Scholar, Madras Christian College, Chennai, Tamil Nadu
Dr Vijayakumari Joseph, Associate professor, Madras Christian College, Chennai, Tamil Nadu

Abstract
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Digitalization has a significant influence on the financial services, financial technology also known as digital finance is an effective and inventive field that reaps its benefits from advancements in information and communication technology. The aim of this paper is to analyse the factors which influence the usage of financial technology with the aid of three independent variables namely ease of use, security and affordability, Multiple regression test was conducted with 95% as the level of significance. The results suggested that security aspect of fintech has a significant influence on the usage of it, while the ease of use and affordability did not seem to have a significant influence on the usage of fintech. This paper explores the determinants of the adoption of fintech services with special emphasis on usability, security, and cost. The results show that ease of use does not significantly affect the use of fintech services, possibly because customers with low levels of technological literacy may not use fintech services unless the ease of use results in a certain level of mastery. On the other hand, security has a statistically significant impact on the usage of fintech since the rising crime rate and the need to minimize risks of theft and corruption are pushing society to embrace cashless, easily auditable digital transactions. Surprisingly, there is no significant correlation between affordability and the use of fintech, which may be due to the lack of internet connection and cheap devices in the study area. Another limitation is the relatively high price of internet connection and the devices required to access fintech services. Based on these findings, it is recommended that fintech providers and policymakers shift their attention towards improving the security and reliability of fintech platforms as well as improving the existing infrastructure and affordability to improve the overall uptake of Fintech products. That is why measures aimed at increasing digital competencies in using financial technologies may also be important for increasing the usage rates of fintech products among populations with low levels of IT education and digital financial inclusion.

27-03-2025

Page No.66-82



 Relationship Between Psychological Contract and Employee Productivity – with Reference to Police Constables in Bangalore City

  Dr Bhargavi V.R., Director, Post Graduate Department of Commerce Seshadripuram College, Seshadripuram, Bengaluru, Karnataka

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Purpose – The objectives of the study is to understand the current psychological contract of police constables and its impact on employee productivity. Additionally, the study aims to identify any discrepancies between the perceived psychological contract and the actual contract provided by the organization. Research methods – The study is descriptive in nature and uses a mono method quantitative approach to collect data from the police constables. The total number of constables in Bangalore city was 2180 and the number of them satisfying the research criteria was 1524, out of which constables who interacted and permitted the researcher to collect primary data for the study were 130. The data collection tool was adapted from the previous studies, and the data was analyzed using the SPSS and AMOS software Results – The findings of the study show that there is moderate psychological contract among police constables. The relationship between psychological contract and employee productivity is significant and there is a strong positive relationship. The police department is suggested to focus on strengthening the psychological contract between police constables and the organization in order to enhance employee productivity. This can be achieved by clearly communicating the expectations and obligations of both parties and ensuring that they are aligned. By addressing any discrepancies between the perceived and actual contract, the organization can build trust and foster a positive work environment, ultimately leading to increased productivity among police constables. Originality – The originality of the study lies in its focus on the specific context of police constables, as previous research on the psychological contract has primarily been conducted in other industries. This study aims to fill the gap in the literature by examining the unique challenges and expectations faced by police constables, and how these factors impact their psychological contract. By understanding the intricacies of the psychological contract in this context, organizations can tailor their strategies and policies to better meet the needs of their police constables, ultimately leading to increased productivity and job satisfaction Implications - The implications of the study are to provide insights for police organizations in Bangalore city to improve their management practices and strengthen the psychological contract with their constables. This could lead to increased employee satisfaction and motivation, resulting in higher levels of productivity. Furthermore, by addressing any discrepancies between perceived and actual contracts, organizations can establish trust and transparency, fostering a positive work environment and enhancing overall employee performance. Ultimately, the findings of this study could contribute to the development of strategies that optimize the psychological contract and improve productivity among police constables. Key words- Psychological Contract, Employee Productivity, Police Constables Funding Agency – UGC Minor Research Project funding

27-03-2025

Page No.83-100



 A Study on the Relationship Between Employee Satisfaction & Business Performance in Ernakulam City

  Stephania, M.Com Scholar, Department of Commerce, St. Albert’s College (Autonomous), Ernakulam, Kerala
Adithyan K. S, M.Com Scholar, Department of Commerce, St. Albert’s College(Autonomous), Ernakulam, Kerala
Amrutha Santhosh, Assistant Professor, Department of Commerce, St. Albert’s College (Autonomous), Ernakulam, Kerala

Abstract
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This study investigates the relationship between employee satisfaction and business performance in Ernakulam City, Kerala. Employee satisfaction, encompassing key factors such as job contentment, work-life balance, compensation, and organisational culture, has become a critical determinant of organisational success. Satisfied employees are typically more motivated, productive, and engaged in their work, directly influencing important business outcomes such as profitability, customer satisfaction, and overall organisational performance. Conversely, employee dissatisfaction often results in lower productivity, higher turnover rates, increased absenteeism, and a negative impact on a company’s reputation, all of which can undermine business performance. The aim of this research is to explore the ways in which employee satisfaction influences business performance and identify the specific factors contributing to employee satisfaction in Ernakulam. To achieve this, data was collected through surveys and interviews conducted with employees and business leaders from a variety of industries within the region. The study's findings reveal that businesses with higher employee satisfaction report better overall performance, including improved productivity, increased customer loyalty, and higher profitability. The results suggest that relevant factors say fair compensation, a positive organisational culture, and a balanced work-life environment play vital roles in enhancing employee satisfaction and driving business success. This research provides valuable insights for business leaders in Ernakulam, highlighting the importance of prioritizing employee well-being as a strategy for achieving sustainable business growth. By fostering a supportive and motivating work environment, businesses can enhance their competitive edge, retain top talent, and ensure long-term success. The study concludes with actionable recommendations for Organisation s looking to improve employee satisfaction and leverage it as a strategic asset for business growth and improved performance. This study contributes to the growing understanding of the connection between employee satisfaction and business performance in regional and urban contexts. Keywords: Employee Satisfaction, Business Performance, Ernakulam City, Organisational Success, Financial Performance.

27-03-2025

Page No.101-119



  AI-Driven CRM in Hybrid Learning Models: Bridging the Gap Between in-Person and Digital Education

  Muthamil Arivarasi Thangaraj, Research Scholar, Faculty of Management Studies, SRM Institute of Science & Technology Kattankulathur Campus,Chengalpattu
Dr. Yabesh Abraham Durairaj Isravel, Associate Professor, PGDM, Lexicon Management Institute of Leadership & Excellence, Pune

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This study investigates the role of AI-Driven Customer Relationship Management (CRM) systems in enhancing hybrid learning models by bridging traditional in-person education and digital platforms. The research focuses on learners' perceptions, engagement, and satisfaction while addressing their expectations and concerns. A quantitative methodology approach was employed, incorporating data from 192 learners pursuing in hybrid learning. Key findings reveal that AI-Driven CRM systems significantly improve communication effectiveness, with learners reporting enhanced clarity, collaboration, and timely feedback. Personalization features, such as tailored recommendations and adaptive content, emerged as critical drivers of satisfaction, accounting for a substantial variance in positive learner outcomes. While engagement metrics were consistent across usage frequencies, the study highlighted the systems' ability to maintain learner interest and productivity. However, challenges persist, including concerns about data privacy, technical reliability, and potential loss of human interaction. Learners’ familiar with AI technologies demonstrated higher acceptance, underlining the importance of digital literacy initiatives for seamless integration. The study underscores the transformative potential of AI-Driven CRM systems in hybrid learning but emphasizes the need for ethical, secure, and user-centric designs to maximize their effectiveness. This research contributes to the understanding of AI in education, offering actionable recommendations for developers, educators, and policymakers to optimize these systems for diverse learner needs. Keywords: AI-Driven CRM, Hybrid Learning, Learner Engagement, Personalization, Digital Education.

27-03-2025

Page No.120-137



  Exploring the Co-Working Spaces and Innovation in Service Design to Create a Better Start-Up Culture

 Praveen Kumari Verma Bhatia, Research Scholar, Lala Lajpat Rai Institute of Management, Mumbai

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Co-working spaces brings recent global trend driven by the digitalized and sharing economy. Co-working incorporates various elements of office communities, telecenters, home office concepts, virtual work, teams, communities, and different practices, specifically providing a cross-sectoral working community with more opportunities and flexibility for social interaction. An appropriate and suitable platform is provided by the co-working spaces through which businesspersons can inspire fresh co-working users and encourage their targets to launch start-ups. These indirect impacts are not studied by researchers who mainly focus on the positive influence on workers' performance. Hence, the present study analyses the co-working spaces and their associated service design, exploring a better start-up culture. Further, it evaluates the trending of co-working spaces among freelancers, knowledge workers, start-up communities, and others engaged in innovation and Creativity in an urban environment. In addition, the research discusses the global start-up culture, explores recent innovations in the working environment, and reviews the co-working practices and innovations in service design for start-up culture. Keywords: - Co-working spaces, start-up culture, Service design, Creativity and innovation

27-03-2025

Page No.138-146



  Global Dreams: Exploring International Migration Intentions of Students in Kerala

 Dr Ganga R Menon, Assistant Professor, PG and Research Department of Economics, NSS Hindu College Changanacherry
Aryasree M, ICSSR Doctoral Fellow, Research and Post Graduate Department of Commerce Kuriakose Gregorious College, Pampady, Kottayam

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The phenomenon of international migration, particularly for education and career opportunities, has become a significant aspect of contemporary life in many regions of the world. Among these, Kerala, India, has witnessed a growing trend of student migration, driven by various factors such as educational aspirations, career prospects, and the desire for improved living standards. Despite the significant body of literature on migration, there is a gap in understanding the specific factors influencing students’ intentions to migrate abroad, especially from regions like Kerala, which has a unique socio-economic and cultural landscape. This study aims to explore the motivations, perceptions, and decision-making processes that guide student migration intentions from Kerala. The study employs a mixed-methods research design to gain a comprehensive understanding of the issue. A combination of qualitative interviews and quantitative surveys was used to collect data from students currently enrolled in higher education institutions in Kerala. The study focuses on undergraduate and postgraduate students, as these groups are most likely to consider migration for educational and career purposes. The qualitative interviews provide an in-depth look at the personal, social, and emotional factors influencing migration intentions, while the quantitative survey captures the broader trends and patterns across a larger sample of students. The findings of the study reveal several key factors that influence the intention to migrate abroad. Among these, the primary motivators include the perceived quality of education and better career prospects abroad. Students believe that international education provides them with an edge in the global job market, especially in highly competitive fields such as technology, healthcare, and business. Additionally, economic factors such as higher earning potential, better job security, and the ability to support families back home are significant drivers of migration intentions. Family influence also plays a crucial role in students’ decisions. Many students reported that family members, particularly those with prior international exposure or overseas employment, encourage migration for educational purposes. Societal expectations of success and social mobility further reinforce these aspirations. Additionally, the desire for enhanced quality of life, including access to better healthcare, infrastructure, and a safer environment, were identified as important non-educational factors driving migration decisions. However, the study also identifies several barriers to migration, such as financial constraints, the complexity of visa procedures, and concerns about cultural adaptation. Despite these challenges, many students expressed strong intentions to migrate, indicating that the benefits of migration outweigh these perceived obstacles.The role of governmental and institutional policies, both in Kerala and in the destination countries, was also explored. The study found that policies promoting overseas education, scholarships, and ease of visa processing have a positive impact on students’ decisions to migrate. Furthermore, the global migration trends, particularly in response to changing political and economic landscapes, also shape students’ perceptions of migration feasibility. In conclusion, the study sheds light on the multidimensional nature of student migration intentions from Kerala. While the desire for better educational opportunities and career prospects remains the central driver, social, familial, and economic factors also play critical roles. These insights can inform policymakers, educational institutions, and migration consultants who aim to better understand and cater to the needs of students considering international migration. The study also calls for further research into the long-term effects of migration on the socio-economic development of Kerala and the role of international migration in shaping the region’s future. Keywords: Student migration, Kerala, international migration, socio-economic factors, migration intention, policy impact.

27-03-2025

Page No.147-161



 Empowering Youth: The Role of Entrepreneurial Competency in Sustainable Development in Assam

 Debajyoti Sarkar, Research Scholar, Department of Commerce Rajiv Gandhi University, Arunachal Pradesh
Sanjeeb K Jena, Professor, Department of Commerce, Rajiv Gandhi University, Arunachal Pradesh

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Entrepreneurial competency among youth plays a pivotal role in fostering sustainable development, particularly in regions like Assam, which possess unique cultural and economic landscapes. This research examines the extent to which entrepreneurial skills among the educated youth contribute to sustainable economic growth and social development in Assam. Drawing on primary and secondary data, the study identifies key competencies such as strategic thinking, innovation, leadership, and risk management that are essential for successful entrepreneurship. The research highlights current challenges faced by youth in Assam, including limited access to financial resources, inadequate infrastructure, and educational gaps that do not fully align with practical entrepreneurial needs. Moreover, societal attitudes and risk-averse mindsets further hinder entrepreneurial pursuits. However, Assam’s rich natural resources and cultural diversity present significant opportunities for developing sustainable business models that align with environmental conservation and community upliftment. The study also reviews existing governmental and non-governmental initiatives, such as skill development programs and startup incubation centers, assessing their effectiveness in fostering a supportive ecosystem for youth entrepreneurship. By analyzing case studies of successful young entrepreneurs from the region, the paper demonstrates the potential for leveraging entrepreneurial competencies to create scalable and sustainable economic solutions. The research underscores the importance of aligning educational systems with entrepreneurship-focused curricula, expanding access to mentorship and funding, and fostering a culture that embraces innovation and sustainability. Recommendations include enhanced public-private partnerships, policy adjustments to strengthen entrepreneurial support, and targeted training programs that incorporate sustainable development principles. Keywords: Entrepreneurial competency, youth empowerment, sustainable development, Assam, entrepreneurship education.

27-03-2025

Page No.162-180



 Exploring Business Intelligence and Business Analytics: Across-Sectoral study

 Dr. Srilakshmi Ramu, Professor in Management, UpGrad learning Centre,Hyderabad Telangana
Swara Bhatol, UpGrad Learning Centre, Hyderabad Telangana
Samarth Dure, UpGrad Learning Centre, Hyderabad Telangana

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Business Intelligence (BI) and Business Analytics (BA) have emerged as two separate but related fields that assist businesses utilizing data for making decisions and optimizing productivity throughout various industries. The capacity to successfully examine and interpret the enormous volumes of data generated by firms can determine whether a project succeeds or fails. To help decision-makers ask the appropriate questions, find hidden patterns, and make wise decisions, both business analytics and business intelligence offer distinct routes through the complicated world of data. Also, as data volume and complexity increase, both BA and BI play an ever-more-important role in determining corporate success. As a result, firms looking to obtain a competitive advantage now find that using BA and BI effectively is essential. This article explores the concept and the real-world applications of BI and BA, presenting sector-specific examples that demonstrate their transformative impact. The study begins with an overview of the fundamental concepts and tools in BI and BA, distinguishing between descriptive, predictive, and prescriptive analytics. It explores the sectoral applications of BI and BA, which include healthcare, retail, finance, and manufacturing with various examples. It also outlines emerging trends in AI integration, sustainability analytics, and remote work analytics. In conclusion, it underlines the growing importance of BI and BA in shaping industry practices and calls for further research to address the existing challenges and unlock new opportunities. Keywords: Business Intelligence (BI), Business Analytics (BA), Predictive Analytics, Data-Driven Decision-Making.