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Exploring Asymmetric Gender-Based Satisfaction of Delivery Riders in Real-Time Crowdsourcing Logistics Platforms
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Journal Article
Exploring Asymmetric Gender-Based Satisfaction of Delivery Riders in Real-Time Crowdsourcing Logistics Platforms
2024
Overview
This study investigates gender-based differences in the satisfaction ranking of riders on real-time crowdsourcing logistics platforms, using online reviews from the Ele.me platform. Quantitative methods, including the frequency ratio-based Analytic Hierarchy Process (AHP), probabilistic linguistic term sets (PLTS), and fuzzy comprehensive evaluation (FCE), were applied to analyze satisfaction differences between men and women riders. The findings reveal an asymmetric pattern in satisfaction preferences: women riders place more emphasis on perceived value, while men riders prioritize service perceived quality. Although both groups rank platform image, product perceived quality, and rider expectations similarly, the importance of these factors varies significantly, indicating an underlying asymmetry in their expectations and values. Women riders express higher satisfaction with platform image, rider expectations, service perceived quality, and product perceived quality, with rider expectations showing the largest difference. Additionally, the multi-criteria decision-making methods used in this study offer insights for optimizing service performance in real-time crowdsourcing logistics platforms, particularly in handling uncertainty and enhancing system adaptability through fuzzy sets. These findings provide a basis for developing gender-specific strategies aimed at enhancing rider satisfaction, minimizing turnover, and improving platform adaptability—contributing to a more inclusive and sustainable logistics supply chain.
