Factors Affected to Decision Making Working on Application Food Delivery in Bangkok

Abstract

This research article aims to study (1) study the entry process into the profession of delivery workers (riders) who work in Bangkok, and (2) identify the factors influencing the decision-making process of selecting food delivery applications by these riders in Bangkok.

The research employs a qualitative approach through in-depth interviews with 16 food delivery riders 4 riders from each application which are Grab, Lineman, Foodpanda, and Robinhood. The sampling was done following the Maximum Variation Sampling method by Miles and Huberman (1994) considering differences in location and time. Data was processed and analyzed using the ATLAS.ti software.

Findings are as follows: (1) The majority of food delivery riders entered the profession as a result of the COVID-19 pandemic. In terms of the pre-employment and training process, all four applications had relatively straightforward application procedures, although 2 out of 4 Robinhood riders reported difficulties in registration and training. (2) Most food delivery riders in Bangkok chose a particular application based on the advantages it offered. Grab was preferred for its clear product claim system, Lineman for its job distribution system, Foodpanda for allowing riders to choose and book their own working hours, and Robinhood for offering higher incentives, benefits, and compensation compared to other applications, with no GP (Gross Profit) deductions from the riders.