Chdev hostname change is not permanent

Dear Gurus,

I have an AIX 7.1 box whose hostname is set to turtle.domain.com (FQDN) and I'm trying to change it to turtle. I'm using the below command for this:

On running this, the hostname changes to turtle but once i reboot the machine, FQDN is back.

I looked for other files that may be sending this hostname but nothing showed up.

Help, please..