Enhancing Gig Economy Sustainability: Humanistic Management and Platform-Based Work, The Case of South Korea

In this chapter, we investigate the application of humanistic management to the gig economy, where flexible digital work is supplanting traditional employment. The study analyzes a South Korean gig platform’s rating and review system, revealing that higher ratings and detailed reviews correlate with reduced worker turnover. These findings suggest that incorporating well-being, ethics, and meaningful work into performance evaluations can improve gig workers’ job satisfaction and retention. The chapter advocates for platform-based organizations to adopt human-centered strategies, addressing the gig economy’s inherent challenges, such as income instability and information asymmetry. By prioritizing ethical practices and meaningful engagement, platforms can foster a more equitable and sustainable work environment. This chapter presents a synthesis of empirical data and theoretical perspectives, highlighting the importance of humanistic management in enhancing the gig economy’s HR practices for the benefit of all stakeholders.