Service marketing mix factors affecting consumer satisfaction towards coworking space in Bangkok

Abstract

The purpose of this research was to study personal factors and service marketing mix factors affecting consumer satisfaction towards co-working space in Bangkok. This research combined a research methodology between quantitative and qualitative research, with tools for data collection including survey and in-depth interviews. Quantitative data was obtained from a survey of 400 samples using coworking space in Bangkok. Qualitative data was obtained by the use of in-depth interview with consumer, manager and coworking space specialist. The results showed that the personal factors affecting consumer satisfaction towards coworking space in Bangkok were mainly 1) ages between 25 - 30 years old at 44.25% 2) private employees at 53.00% 3) average monthly salary 20,001 to 30,000 baht at 42.75% and 4) usage frequency 1 - 2 times per week at 37.25%. Service marketing mix factors affecting consumer satisfaction towards coworking space in Bangkok were 1) product (mean 4.22) and 2) physical evidence and presentation (mean 4.37) at the .05 statistical significance level.