Consumer needs and consumer satisfaction in the creation of co-working space café business concept

Abstract

The co-working space café business grew faster in the last decade. Students and freelancers use these cafés to do their daily activities. This type of café provides food, beverages, and comfortable place to work. This new demand encourages business owners to think further. The growth of cafés triggered by new working style demanding shared work facilities and networking access. Visitors can enjoy meal and drinks while working on their assignments independently or within their work team. Information on consumer needs as well as satisfaction are not clearly formulated yet. The purpose of this research to analyse the important attributes that customers need and attributes that can satisfy them when they use co-working space café. The data were collected using questionnaires from 100 respondents in 5 locations of co-working space cafés located in Yogyakarta. The results show that the required attributes by the consumer are the availability of electrical plugs, indoor air conditioning, varied and tasty food, Google maps access, availability of parking lots for motorcycles and cars, friendly and informative employees, and ease of booking. Attributes that can satisfy consumer are the atmosphere and interior aesthetics, availability of indoor and outdoor space, the availability of promotion programs, and flexibility of payment.