A Conjoint Approach to Analyzing Factors Affecting Motorcycle Taxi Drivers' Company Choice

Abstract

This study examined the factors that affect job satisfaction of employees in the Philippine gig economy, particularly the ride-hailing industry. Factors were identified through a pilot study, which involved in-depth interviews with 15 MC Taxi drivers. The preliminary investigation revealed that Commission Rate, Benefits, and Incentive Scheme are the most influential factors. A conjoint analysis model was utilized to measure the level of satisfaction that each factor
contributes. Sixty (60) motorcycle taxi drivers, employed by a bona fide ride-hailing company in the Philippines, were asked to select their two most preferred job profiles among nine (9) job profiles in a table format through either Structured Digital Questionnaire or Semi-Structured Interview. Conjoint analysis was performed on the job profile ratings, part-worth utility, and relative attribute importance scores were generated. Results of the study supported the claim that among the identified factors, higher compensation in the form of lower deduction rates was the most influential in increasing job satisfaction. The provision of greater benefits was found to be the second most influential factor, while incentives were perceived as the least influential factor.