Applying theory to empirical phenomena: love-hate relationship of e-hailing driver-platform provider in the sharing-economy services

• Main Authors: Abdul Rahman, Nor Irwani, Abdul Rahman, Rozailin, Mahmud, Murni
• Format: Article
• Language: English
• Published: 2022
• Subjects: HF5410 Marketing. Distribution of products
• Online Access: http://irep.iium.edu.my/96587/7/96587%20-%20Applying%20theory%20to%20empirical%20phenomena....pdf; http://irep.iium.edu.my/96587/; https://myjms.mohe.gov.my/index.php/ijbtm; https://doi.org/10.55057/ijbtm.2022.3.4.10

The appearance of sharing economy-services has impacted customers’ lifestyle in different ways. E-hailing services, particularly, is one of the examples, which constituted from the new category of services, prominently demonstrated a great performance for nearly a decade. However, as life is full of challenges, none of us can be exempted. Despite of the remarkable victory, the service industry was in a battle with the “conventional regulatory requirement” in various countries. For instance, the issues of drivers’ welfare and well-being have been debated frequently, but still it resulted to unconvincing decision. Consequently, this study has reviewed the commitment–trust theory and social exchange theory to further explain the never-ended “love-hate relationship” story of the e-hailing driver and platform provider. Our discussion acknowledged that theoretical link of relationship benefits and relationship commitment is workable, on the ground of drivers’ welfare and well-being, in return to create a mutual exchange in their relationship. Together with that, theoretical and practical implications were discussed in depth.