The Role of Procedural Fairness in Customer Ratings and Reviews: Effects on Learning, Burnout, and Turnover Intention among Gig Workers

Previous research on gig workers on digital platform mainly examined economic and algorithmic aspects, with limited understanding on gig workers’ psychological well-being and development. Given that gig worker population is increasing and many young workers prefer to stay as gig workers due to its flexibility and autonomy, understanding their learning and psychological well-being is crucial for the sustainability of gig economy. Building on Social Exchange Theory and Organizational Justice Theory, this study investigates how customer ratings and review specificity influence gig workers’ learning, burnout, and turnover intention depending on the perceived procedural fairness in evaluation system. Data were collected from 85 gig workers on a South Korean platform using surveys and web-crawled customer reviews. Results revealed that low ratings are associated with decreased learning, while highly specific reviews contribute to increased burnout. In addition, higher perceived procedural fairness significantly reduced burnout and turnover intention, mitigating negative effects from fluctuating ratings and overly detailed feedback. This study contributes to the literature by highlighting psychological implications of performance evaluation in gig work, and the critical role of perceived procedural fairness in sustaining worker engagement and well-being.