Upravljanje ljudskim kapitalom u digitalnoj prodaji - PhDData

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Upravljanje ljudskim kapitalom u digitalnoj prodaji

The thesis was published by Zelenović Jelena, in December 2022, University of Novi Sad.

Abstract:

In the last two decades, a significant amount of attention has been paid to digital sales. As technical-technological innovations occur, and the growing needs of consumers, more and more companies are getting involved in the digital market competition. The last few years have seen an expansion in online sales, especially because of the pandemic that has forced people around the world to buy products and services online. The rich literature in the field of digitalization has shown that researchers are mostly concerned with the relationship between consumers and digital sales. Employees in digital stores have not been the subject of extensive research, especially when looking at the Republic of Serbia. The main goal of this dissertation is to point out the connection between human capital and digital sales, whereby human capital, unlike the existing literature, means both online consumers and employees in digital sales. It explores how elements of both sides affect the digital service and the business that operates on the Internet. The elements of human capital are the socio-economic profile of online consumers, satisfaction, self-assessment of their achievements, and self-esteem of online consumers and employees in digital sales. The survey involved 113 employees in digital sales and 275 online consumers. Descriptive statistics, frequencies, ANOVA, linear regression, and factor analysis were used to analyze the set model. The results obtained in the dissertation indicated the importance of consumers in digital sales because the elements of satisfaction and self-esteem had an impact on digital service and business. Employees, on the other hand, are primarily viewed through the element of self-esteem, since analyzes have shown that job satisfaction and self-assessment do not affect the quality of the service they deliver. The results of the research enable further development of the theoretical and empirical framework for the research of the relationship between human capital and digital sales. The results can be applied primarily in entrepreneurship, so companies can effectively manage human capital by knowing all the variables affecting both their consumers and employees. They are also useful as a supplement to the existing literature because the presented research included all the elements that the previous research dealt with.



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