Perceived value of ride-hailing providers

Abstract

Despite providing service and consumption are two sides of the same coin of value co-creation in the gig economy, value as an outcome was only investigated from the customer point of view, not from the provider. This study aims to explore the impact of algorithmic management, customer dysfunctional behavior and perceived injustice on Uber and Careem drivers perceived value in Egypt. Qualitative interviews and content analysis were employed. Thematic analysis will be used for identifying, analyzing, and reporting patterns within data. Our findings define how drivers’ perceived value is negatively influenced by algorithmic management, customer dysfunctional behavior, and perceived injustice. In order to increase drivers’ perceived value, ride-hailing companies should not only put consideration on how to improve the control of algorithmic management and customer empowerment but also have to revise their policies and decisions to provide positive value to their drivers.