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'Your driver is DiDi and minutes away from your pick-up point’: understanding employee motivation in the gig economy of China
journal contribution
posted on 2023-06-09, 21:58 authored by Boidurjo Mukhopadhyay, Chris ChatwinChris ChatwinIn recognition of importance and expansion of the gig economy, largely in developed and BRICs economies along with the growing literature surrounding it, this research contributes towards an empirical and conceptual understanding of how employee motivation and retention are managed by the mobile-app based multiple payment-enabled car-pooling Chinese giant DiDi. Both the exponential usage and evidently a diversified range of services offered by Didi has not only transformed the Chinese perception of using cabs over personal vehicle in the 1.4b populated country in the world, but also invites new research in learning the employee retention tools of a company with such a high regional scale of operations across nearly all provinces in China. While the company employs over a million employees at various contractual levels, the objective of this paper is to evaluate how levels of employee motivation, in a gig economy setting, largely affects the efforts and long hours of performance of DiDi drivers in major Chinese cities. The objective of this research is to qualitatively investigate the nature and effectiveness of Didi as a customer customiser using a thematic analysis and a conceptual framework; while also adding contextual knowledge on how a relatively new transport company with mass public use options retain employees in a major BRIC economy that is embedded with many faces of gig economy.
History
Publication status
- Published
File Version
- Published version
Journal
International Journal of Developing and Emerging EconomiesISSN
2055-608XPublisher
European Centre for Research Training and DevelopmentIssue
1Volume
8Page range
1-17Department affiliated with
- Engineering and Design Publications
Research groups affiliated with
- Industrial Informatics and Signal Processing Research Group Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2020-10-22First Compliant Deposit (FCD) Date
2020-10-21Usage metrics
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