Exploring the impact of rider-driver ethnicity match/mismatch in ride-hailing

PurposeDrawing on the social identity theory, this paper explores the impact of rider-driver ethnicity match on the driver's expected ride satisfaction and willingness to perform, and rider's trust on the driver.Design/methodology/approachThe study relies on scenario-based online experiments with 291 ride-hailing drivers and 282 riders in the USA.FindingsThe findings indicate that ethnicity match between ride-hailing drivers and riders positively impact driver's ride satisfaction and willingness to perform, and rider's trust in the driver. The study also revealed a significant positive moderation effect of ethnic identity on the relationship of ethnicity match and those constructs.Practical implicationsWhile it may be challenging to influence an individual's level of ethnic identity, managers can take steps to educate and train their employees regarding the impact of ethnic identity and discrimination, with a particular focus on those individuals who possess a strong sense of ethnic identity.Originality/valueThe findings of this research provide theoretical contributions to the existing literature on ride-hailing services and adds to the limited stream of logistics research that examines the impact of ethnicity on ride-hailing operations.