Retention of gig-workers: the nexus of platform support, job satisfaction, and viability challenge

Purpose This study examines the impact of perceived platform support on gig workers' intention to quit through the mediation of job satisfaction, where viability challenge acts as a moderator in this dynamic. Design/methodology/approach Drawing on Social Exchange Theory (SET), this study employs a deductive approach to analyse quantitative survey data from 281 ride-hailing drivers. Exploratory and confirmatory factor analyses establish reliability and validity, while Hayes' PROCESS MACRO tests the moderated mediation mechanism. Findings Job satisfaction significantly mediates the relationship between perceived platform support and intention to quit. Platform support enhances job satisfaction, thereby reducing drivers' intentions to quit. Furthermore, viability challenge moderates this relationship. These findings suggest that while perceived platform support is a critical driver of job satisfaction and retention in the gig economy, its effectiveness is bounded by the financial viability of gig work. Retention strategies based solely on perceived platform support mechanisms may therefore be insufficient unless platforms also address the underlying viability challenge faced by drivers. Research limitations/implications This study relies on cross-sectional data from Indian ride-hailing drivers, limiting causal inferences and generalizability to other gig sectors. It offers platform companies a strategic blueprint for worker retention and well-being, emphasising that generic support is insufficient when workers face viability challenge. Originality/value This study identifies a boundary condition for SET's reciprocity-to-withdrawal logic in precarious work. Specifically, the viability challenge weakens the extent to which perceived platform support translates into job satisfaction and, consequently, lower intention to quit. The findings suggest that the effectiveness of exchange-based support may depend on the structural conditions under which workers evaluate and act on the employment relationship.