Managing Consumers and Employees through Digital Services

Abstract

Creating sustainable and effective management strategies is one of the main goals for companies in today’s digitalized world. To achieve that, companies need to understand the social capital for which the strategies will be generated, especially regarding work output, which will in this case refer to digital services. Consequently, the goal of this paper was to point out the connection between social capital and digital services. Satisfaction, self-assessment, and self-esteem of online consumers and employees in digital sales were investigated, with regard to digital services. The survey involved 113 employees in digital sales and 275 online consumers. Results obtained through factor and regression analysis indicated the importance of managing consumers and employees (i.e., social capital) while they formed relationships with digital services. Online consumer satisfaction and self-esteem need to be taken into account when formulating strategies. For employees, self-esteem is the key component. Self-assessment from both sides proved to have no connection with digital services.