Author(s)

S.K Md Anik Hassan Rabby^1*, Abdullah Al Jubair², Tasnim Zerin Nizhum², Muhammad Asiful Haque²

Affiliation(s)

¹Department of Management Studies, Bangladesh University of Professionals, Dhaka. Bangladesh.

²Faulty of Business Studies, Bangladesh University of Professionals, Dhaka. Bangladesh.    

Corresponding Author

S.K Md Anik Hassan Rabby

ABSTRACT

This study investigates the impact of AI-enabled HR technologies on employee development and performance management within Bangladesh's telecommunication sector. Using PLS-SEM analysis of survey data collected from 205 employees through Google Forms across telecommunication companies in Bangladesh, the research examines three key technological capabilities: AI-powered Performance Analytics (APA), Intelligent Learning Management Systems (ILM), and Predictive HR Analytics (PHA). The findings reveal that Predictive HR Analytics demonstrates the strongest influence on both employee development and performance management, while AI-powered Performance Analytics shows significant impact only on performance management. Intelligent Learning Management Systems positively influence employee development but show no significant effect on performance management. The model explains 81.7% of variance in employee development and 70.7% in performance management, suggesting robust explanatory power. These findings suggest that predictive analytics constitute a cornerstone for leveraging AI in HR, offering a strategic advantage by aligning technology with organizational objectives. The study contributes to the ongoing discourse on HR digitalization by highlighting the differential impacts of AI-enabled tools and underscores the need for improved integration between diverse HR systems to fully realize the benefits of technological innovation in human capital management.

KEYWORDS

AI-enabled HR technologies; Predictive HR analytics; Employee development; Performance management; Telecommunication industry

CITE THIS PAPER

S.K Md Anik Hassan Rabby, Abdullah Al Jubair, Tasnim Zerin Nizhum, Muhammad Asiful Haque. The impact of AI-driven hr technologies on performance management and employee development: a study of the telecommunication sector in Bangladesh. Social Science and Management. 2025, 2(1): 25-41. DOI: https://doi.org/10.61784/ssm3033.

REFERENCES

[1] Haque MA, Nishat SS. The impact of HRM digitalization on employee performance in the RMG industry of Bangladesh. Eur J Bus Manag Res, 2022, 7(4): 192–8.

[2] Raihana F. Use of predictive analytics in business. 2022.

[3] Villegas-Ch W, García-Ortiz J, Sánchez-Viteri S. Towards intelligent monitoring in IoT: AI applications for real-time analysis and prediction. IEEE Access, 2024.

[4] Aldahwan N, Alsaeed N. Use of artificial intelligence in learning management system (LMS): a systematic literature review. Int J Comput Appl, 2020, 175(13): 16–26.

[5] Sarker SPK, Khan RZ. Cybersecurity considerations for Smart Bangladesh: challenges and solutions. Asian J Res Comput Sci, 2024, 17(6): 145–56.

[6] Margherita A. Human resources analytics: a systematization of research topics and directions for future research. Hum Resour Manag Rev, 2022, 32(2): 100795.

[7] Haque MA, Ahmad S, Hossain MA, et al. Internet of things enabled e-learning system for academic achievement among university students. E-Learn Digit Media, 2024: 20427530241280078.

[8] Hossain MF. Ups and downs of telecommunication market size in Bangladesh and the service impacts to customers, 2023, 19(6): 1–22.

[9] Islam M, Mamun AA, Afrin S, et al. Technology adoption and human resource management practices: the use of artificial intelligence for recruitment in Bangladesh. South Asian J Hum Resour Manag, 2022, 9(2): 324–49.

[10] Islam MT, Hossain T. Exploring the effects of digital transformation on employees’ performance management systems of the telecommunication industry in Bangladesh. J Hum Resour Sustain Stud, 2024, 12(2): 289–314.

[11] Xian Guoming, Ming Xiunan. Cross broad merger and innovation of acquiring firms. Journal of Financial Research, 2018(8): 155- 171.

[12] Margherita A. Human resources analytics: a systematization of research topics and directions for future research. Hum Resour Manag Rev, 2022, 32(2): 100795.

[13] Afza OM. Exploring factors contributing to limited adoption of artificial intelligence in recruitment within FMCG industry in Bangladesh. 2023.

[14] Villegas-Ch W, García-Ortiz J, Jaramillo-Alcazar A. An approach based on recurrent neural networks and interactive visualization to improve explainability in AI systems. Big Data Cogn Comput, 2023, 7(3): 136.

[15] Aldahwan N, Alsaeed N. Use of artificial intelligence in learning management system (LMS): a systematic literature review. Int J Comput Appl, 2020, 175(13): 16–26.

[16] Bradley VM. Learning management system (LMS) use with online instruction. Int J Technol Educ, 2021, 4(1): 68–92.

[17] Hossain R. Adopting Industry 4.0: a strategic solution for transforming Smart Bangladesh: prospective connections, opportunities, and challenges. Pak J Life Soc Sci, 2024, 22(1): 3304–23.

[18] Afsana J, Afrin FAR, Tarannum T. Effect of training on employee performance: an empirical study on telecommunication industry in Bangladesh. J Bus Technol (Dhaka), 2015, 10(2): 67–80.

[19] Shahriar F, Tonmoy MSB, Yeasmin F. Revolutionizing organizational communication in Industry 4.0: unlocking opportunities and overcoming challenges in Bangladesh. J Curr Soc Polit Issues, 2024, 2(1): 1–9.

[20] Muqaddim N, Hosain MS. E-HRM practices and operational efficiency: evidence from Bangladeshi garment industry. Asian J Econ Bus Account, 2021, 21(4): 81–96.

[21] Gazi MAI, Al Mamun A, Al Masud A, et al. The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: the mediating role of customer satisfaction and the moderating role of brand image. J Open Innov Technol Mark Complex, 2024, 10(1): 100227.

[22] Hossen MI. The effect of employee performance on telecommunication industry in Bangladesh. Front Bus Econ Manag, 2024, 15(1): 1–13.

[23] Tanvir MAA, Bhattacharjee R. Comparative analysis of 5G technology in the agriculture sector of Bangladesh: challenges and potential impact. 2024.

[24] Amin MR. Challenges and way-out of transforming Digital Bangladesh to Smart Bangladesh: an empirical study. Shanti J, 2024, 4(1): 1–17.

[25] Khair MA, Mahadasa R, Tuli FA, et al. Beyond human judgment: exploring the impact of artificial intelligence on HR decision-making efficiency and fairness. Glob Discl Econ Bus, 2020, 9(2): 163–76.

[26] Leicht-Deobald U, Busch T, Schank C, et al. The challenges of algorithm-based HR decision-making for personal integrity. In: Business and the Ethical Implications of Technology. Cham: Springer Nature Switzerland, 2022: 71–86.

[27] Villegas-Ch W, García-Ortiz J, Sánchez-Viteri S. Towards intelligent monitoring in IoT: AI applications for real-time analysis and prediction. IEEE Access, 2024.

[28] Hossine Sharif S. The role of telecommunication over the economic development of Bangladesh. University Library of Munich, Germany, 2016.

[29] Rahman SA, Amran A, Ahmad NH, et al. GrameenPhone: creating a win‐win at the base of the pyramid in Bangladesh. Glob Bus Organ Excell, 2014, 33(5): 41–53.

[30] Mahdee SH. Managing channel partners of Robi Axiata Ltd. in Bangladesh, 2017.

[31] Noshin TT. Stakeholder relations in Corporate and Regulatory Affairs Department at Banglalink Digital Limited. Department of Business and Technology Management (BTM), Islamic University of Technology (IUT), 2024.

[32] Rahi TI. Evolution of services and competitive advantage of Banglalink Digital Communication Limited. 2022.

[33] Trist EL, Bamforth KW. Some social and psychological consequences of the longwall method of coal-getting: an examination of the psychological situation and defences of a work group in relation to the social structure and technological content of the work system. Hum Relat, 1951, 4(1): 3–38.

[34] Barney J. Firm resources and sustained competitive advantage. J Manag, 1991, 17(1): 99–120.

[35] Becker GS. Human capital. New York: National Bureau of Economic Research, 1964.

[36] Hair JF Jr, Matthews LM, Matthews RL, et al. PLS-SEM or CB-SEM: updated guidelines on which method to use. Int J Multivar Data Anal, 2017, 1(2): 107–23.

[37] Chin WW. Commentary: issues and opinion on structural equation modeling. MIS Q, 1998: vii–xvi.

[38] Wong KKK. Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Mark Bull, 2013, 24(1): 1–32.

[39] Vinzi VE, Trinchera L, Amato S. PLS path modeling: from foundations to recent developments and open issues for model assessment and improvement. In: Handbook of partial least squares: concepts, methods and applications, 2010: 47–82.

[40] Akhter R, Jahan F. The contribution of telecom industries on Bangladesh economy. Int J Humanit Soc Sci Invent, 2020, 9(9): 27–37.

[41] Babu MM, Dey BL, Rahman M, et al. Value co-creation through social innovation: a study of sustainable strategic alliance in telecommunication and financial services sectors in Bangladesh. Ind Mark Manag, 2020, 89: 13–27.

[42] Barua B. Impact of total quality management factors on knowledge creation in the organizations of Bangladesh. TQM J, 2021, 33(6): 1516–43.

[43] Islam MT, Hossain T. Exploring the effects of digital transformation on employees’ performance management systems of the telecommunication industry in Bangladesh. J Hum Resour Sustain Stud, 2024, 12(2): 289–314.

[44] Rafi HR. An analysis of the effectiveness of the internal human resource information system at Robi Axiata Limited. 2024.

[45] Siddique T. Drivers and dimension of corporate social responsibility by the mobile telecommunication industry in Bangladesh. Acad J Sci Technol Eng Math Educ, 2023, 3(3): 1–19.