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The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services

Author

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  • Daniel Belanche

    (University of Zaragoza)

  • Luis V. Casaló

    (University of Zaragoza)

  • Carlos Flavián

    (University of Zaragoza)

  • Alfredo Pérez-Rueda

    (University of Zaragoza)

Abstract

This research examines how customers’ perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers’ behavioral intentions depend on their perceptions of the working conditions for the delivery workers, as well as service quality. This influence is higher among customers with a high level of social conscious consumption. Our research also explores the costs that customers would be willing to assume to be served by a food delivery service that offers better working conditions. These insights reveal several relevant managerial implications for gig economy firms.

Suggested Citation

  • Daniel Belanche & Luis V. Casaló & Carlos Flavián & Alfredo Pérez-Rueda, 2021. "The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services," Service Business, Springer;Pan-Pacific Business Association, vol. 15(1), pages 45-75, March.
    • Handle: RePEc:spr:svcbiz:v:15:y:2021:i:1:d:10.1007_s11628-020-00432-7
    DOI: 10.1007/s11628-020-00432-7
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    2. Uchiyama, Yosuke & Furuoka, Fumitaka & Md. Akhir, Md. Nasrudin, 2022. "Gig Workers, Social Protection and Labour Market Inequality: Lessons from Malaysia," Jurnal Ekonomi Malaysia, Faculty of Economics and Business, Universiti Kebangsaan Malaysia, vol. 56(3), pages 165-184.
    3. Melián-González, Santiago, 2022. "Gig economy delivery services versus professional service companies: Consumers’ perceptions of food-delivery services," Technology in Society, Elsevier, vol. 69(C).
    4. Waßmuth, Katrin & Köhler, Charlotte & Agatz, Niels & Fleischmann, Moritz, 2023. "Demand management for attended home delivery—A literature review," European Journal of Operational Research, Elsevier, vol. 311(3), pages 801-815.

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