The Impact of Digital Transformation on Employee Satisfaction After the Covid-19 Crisis Lockdown in Thailand

Abstract

Digital transformation has become the trends that most of the company interested in nowadays and want to apply it with their company but it is not successfully launched by the companies because there is much concern both by the IT department and also from the management team that is it going to work well with the organization and they afraid of the cost that they have to pay in advance as well. But during the Covid-19 pandemic crisis that happens in Thailand around the beginning of the year 2020, most of the companies in Thailand let their employees work from home and use the technology and system to help their work run smoothly. And this is when the digital transformation happens and take place in the most company immediately. Otherwise, the company can face a big problem of loss. According to the sudden change, the researcher is interested in observing the factors that have an impact on employee satisfaction regarding this change and give the suggestion to the company to improve these factors and have higher employee satisfaction in the future. Because this change has a direct impact on the employees and their feelings. And this can lead to the resistance of the change and can cause low satisfaction which can lead to low work efficiency. The study uses the descriptive analysis method by doing quantitative research and conducts the questionnaire in order to get the data. The researcher uses Maslow’s theory factor to test employee satisfaction. The data interpreted statistically by using SPSS to run the frequency, percentage, mean, standard deviation, and using multiple regression to analyze the data. The data has collected from 308 respondents but the researcher selected only 275 respondents who pass the screening question. Most of the respondents are male of 153 and female 117. There are 5 respondents who are not willing to tell their gender. The result of the testing by running the multiple regression enter method found out that Physiological, Safety, and Self-Actualization factor have a direct significant effect on employee satisfaction. While the researcher run the test again with multiple regression enter with the block method, the result has shown that Social belonging and Self-Esteem have an indirect effect on employee satisfaction.