The influential factors of choosing co-working space among Bangkok customers

Name: Piyanuch Pathomsiri

keyword: Co-working space

LCSH: Office buildings -- Thailand -- Bangkok

; Third place

; Sharing space

Abstract: Throughout the course of business history, innovation in adapting to changing lifestyles has always been a driving factor, industry-wide. Most recently, this innovative role has taken the form of co-working spaces. A co-working space is a new style of business with a fast expansion rate in many countries and has become widely popular in the last three years, such that yearly customer growth averages 36% globally. Although it sounds simple to run, and this kind of business answers a vast demand from customers, there are some difficulties and challenges, which hinder the success of such a business and largely attributed to the required fixed cost and difficulty to predict revenue. With limited abilities to make profitably and therefore to run an efficient business, co-working space operators are forced to prioritize and emphasize only those factor that really effect the customer’s decision. Hence, this research aims to identify such influential factors that ought to be considered before making decisions, in furthermore exploring the different behaviors and needs of each customer segment by focusing on customers located in Bangkok. Ultimately, this is done in attempts to put forth a guideline in developing marketing strategies to serve a different kind of customer. The research methodology is conducted by beginning with observation of 8 co-working spaces in Bangkok, to foster a deeper understanding of the situation. Following this, an in-depth interview with 28 respondents was conducted to gain real customer insight and this was then verified in conducting a survey with 170 respondents to reaffirm the insight which were gained in qualitative study. Based on research findings, sufficient evidence was collected to support the division of respondents into two distinct groups using usage frequency as means of categorization, i.e. heavy users and light users. The heavy users are valuable patrons for co-working space businesses because not only do they generate more profit because of higher frequent visit, but they also are satisfied, loyal and invite friends to join them. Providing Wi-Fi and electrical sockets is a critical influential factor in attracting and obtaining heavy users to select co-working spaces as they purposely visit co-working spaces for working and meetings. A promotion of free of charge drinks is highly recommended to switch heavy user’s behavior from sitting in free cafe zones to paying for a 1-day access ticket

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Smith, Malcolm C.

Role: advisor

Created: 2016

Modified: 2564-06-07

Issued: 2021-06-07

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2016.446

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

©copyrights Thammasat University

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