YOUR DRIVER IS DIDI AND MINUTES AWAY FROM YOUR PICK-UP POINT’: UNDERSTANDING EMPLOYEE MOTIVATION IN THE GIG ECONOMY OF CHINA

Mukhopadhyay, Boidurjo Rick and Chatwin, Chris (2020) YOUR DRIVER IS DIDI AND MINUTES AWAY FROM YOUR PICK-UP POINT’: UNDERSTANDING EMPLOYEE MOTIVATION IN THE GIG ECONOMY OF CHINA. International Journal of Developing and Emerging Economies, 8 (1). pp. 1-16. ISSN 2055-6098

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Abstract

In 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.

Item Type: Article
Additional Information: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. Non-Commercial — You may not use the material for commercial purposes. NoDerivatives — If you remix, transform, or build upon the material, you may not distribute the modified material
Uncontrolled Keywords: ERG Theory, gig economy; employee motivation; China; innovation and enterprise; mobile app-based enterprises; employee performance
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
T Technology > T Technology (General)
Divisions: Academic Areas > Business School
Related URLs:
Depositing User: Rick Mukhopadhyay
Date Deposited: 03 Oct 2022 12:53
Last Modified: 03 Oct 2022 12:53
URI: https://eprints.chi.ac.uk/id/eprint/6454

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