Customer Preferences for Coworking Spaces in Chiang Mai

Abstract

The objective of this research is to study the customer preferences for coworking spaces in Chiang Mai Province as well as to make a comparison among customers of different occupations. This research applies quantitative research methodology and uses an online questionnaire for data collection. The researcher then applied purposive sampling by collecting data only from those who had used coworking space services during May 1, 2021 – August 16, 2021. The data collection was taken place in August – November, 2021. The sample includes 385 coworking spaces customers. The researcher applied descriptive statistics including frequency, mean, and standard deviation to analyze data and also applied Analysis of Variance to analyze the difference among various informant groups. The study showed that most of the respondents were female, aged 21 -25 years, hold a bachelor's degree, and earned average monthly income between 10,000-20,000 baht, had used the coworking service within the past 6 months, visit coworking space around 1 – 5 times per month, spent about 1 – 3 hours per each visit, and usually visit during 9:01 – 12:00 hours. The customer preferences toward service marketing mix of coworking spaces in Chiang Mai are product, place or channel, price, process, physical evidence, promotion, and people, all at the highest level. In comparison of customer preferences among different occupation, it was found that there are 3 factors that showed the statistically significant difference which include price, promotion, and people. As the result revealed that generation Z are the main customers of coworking spaces, the business owners shall focus on applying suitable marketing mix strategies to meet their preferences.