Abstract
P-hailing services have experienced significant challenges due to the rising number of accidents among delivery partners. These incidents, coupled with trauma and extended recovery periods, have negatively impacted their commitment to service providers, often leading to increased intentions to leave their roles. As a response, this study is called to propose a conceptual framework grounded in the Commitment-Trust Theory to assess the link of relational benefits-relationship commitment-propensity to leave to understand the mentioned issues. Data was collected from 224 delivery partners through purposive sampling via electronic surveys. The analysis conducted using SPSS Version 24 and SmartPLS 4.0 tested five hypotheses. Results revealed that the confidence benefits alone were insufficient to foster long-term commitment. Meanwhile, special treatment benefits significantly influenced delivery partners’ commitment to their service providers. Mediation analysis revealed a partial mediating effect between delivery-partner commitment with the relationship between special treatment benefits and the intention to leave the delivery job, while its role was insignificance between confidence benefits and intention to leave. The findings highlight the importance of enhancing confidence benefits to improve delivery partners’ commitment and reduce intention to leave the delivery job. In addition, the study underscores the need for regulatory measures to safeguard delivery partners’ safety and wellbeing, ensuring a sustainable and equitable growth of the sharing economy.
Keywords: Customer Commitment, Intention to Leave, Relational Benefits, Relationship Marketing.