Service work, gender, and well-being: the role of customer behaviour in shaping the experiences of female drivers

Purpose This study aims to examine how customer interactions shape the well-being, job satisfaction and professional challenges of female drivers in Nigeria’s informal transport sector. Unlike research centred on formal industries, it highlights underregulated service economies where gender bias, harassment and safety risks intersect with daily work. By exploring how female drivers navigate these challenges, the study advances inclusive insights into gendered service work and decent work in vulnerable contexts. Design/methodology/approach This study uses a qualitative research approach, conducting semi-structured interviews with 27 female drivers working in ride-hailing, taxi and public bus services. Thematic analysis was used to identify patterns of customer interactions, including gender bias, safety concerns, work–life balance and coping strategies. Findings The analysis reveals that customer interactions are central to shaping female drivers’ workplace experiences, often reinforcing gender bias, harassment and safety concerns. However, drivers also identified supportive customer relationships that enhanced resilience and job satisfaction. The 2 × 2 framework developed highlights how underregulated service environments can simultaneously constrain and enable well-being, underscoring the dual role of customers as both barriers and enablers of decent, gender-inclusive work. Practical implications The study highlights managerial and policy implications, urging ride-hailing companies, transport unions and policymakers to implement gender-sensitive safety measures, customer education programmes and financial incentives to support female drivers. Originality/value This study expands transformative service research, transformative transport service research and gendered service marketing by shifting focus from consumer-centric frameworks to worker well-being in informal economies, advocating for a more equitable approach to service research.