Factors Affecting Customers’ Decision to Use Coworking Coffee Shops: A Case Study in Bangkok and Chon Buri Province
Keywords:
Coworking, Coffee Shop, Maketing Mix, Physical Environment, Decision to use the ServiceAbstract
The objective of this research was to study 4Ps marketing mix and physical environment factors which affected customers’ decision towards their selecting of coworking coffee shops. The samples were made up of randomly selected providers and customers for a total of 42 interviewees who participated at 14 coworking coffee shops in Bangkok and Chon Buri Province. The data were analyzed using descriptive statistics on factors affecting customer decisions. The participants were mostly female, aged between 19-40, with an average age of 29 years old.
From the analysis of 4Ps marketing mix and physical environment factors, it was found that the in-depth interview participants referred to all 7 factors at the highest to lowest level in the following order: 1) Product or service & Place, 2) Ambience, 3) Design, 4) Price, and 5) Promotions & Social factors. The top sub-factors that participants mentioned in each of the main 7 factors were as follows: 1) Cover of facilities food and drink, Wi-Fi, electrical plug, locker (Product or Service), 2) Acceptable price (Price), 3) Good location and convenient transportation (Place), 4) Buy 1 get 1 (Promotion), 5) Dividing the venue's proportions and zones (Design), 6) Good atmosphere, quiet and cleanliness (Ambience), and 7) Staff service attitude and customer engagement (Social).
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