GIG ECONOMY AND IMPACT ON STARTUP BUSINESS IN OSUN STATE, NIGERIA

Abstract

This study examines the impact of the gig economy on startup businesses in Osun State, Nigeria. Specifically, the study investigates the effect of gig worker commitment, operational risks, and customer dissatisfaction on startup business performance. A quantitative research design was adopted using structured questionnaires administered to 197 startup business owners and managers, of which 194 valid responses were obtained. Data were analyzed using descriptive statistics and multiple regression analysis with SPSS version 25. Startup business performance was operationalised using indicators such as service reliability, customer retention, operational efficiency, and business growth. The results indicate that gig worker commitment has a positive and significant effect on startup performance, while operational risks and customer dissatisfaction negatively influence performance outcomes. The findings highlight the importance of effective gig worker management, risk mitigation strategies, and customer service monitoring for sustainable startup growth. The study recommends that startups strengthen engagement with gig workers through fair compensation, training, performance monitoring, and transparent communication systems.