Employee Satisfaction in Digital Sales

Abstract

In the conditions caused by the Covid-19 pandemic, a large number of companies redirected their business to the Internet. Digital space has made it possible to penetrate a larger number of consumers, instead of classic physical retail stores. However, there is no enviable number of researches in Serbian literature that deal with the impact of satisfaction of the company’s human capital on the business, in the conditions of growing digitalization and the ubiquitous pandemic. Most research deals with the relationship between consumers and businesses. Given that the pandemic brought work from home and the need for increased digital literacy, the goal of this paper is to determine the degree of satisfaction of employees in a company that deals with digital sales. The research was conducted through a questionnaire, which could be accessed via a link. The Likert scale with five degrees was used in the questionnaire. The obtained results were processed in SPSS. The results of the research show that the business of companies in the digital world is not immune to the satisfaction of human capital. This paper will serve companies in the Serbian market that deal with digital sales to create more efficient strategies for human capital management.