Determinants of Satisfaction on Using Co-working space among University Students in Bangkok

Abstract

This study focuses on finding the determinants associated with satisfaction of using co-working space among college students in Bangkok. It can recommend developers on how to develop co-working space to fulfill the greater customer demand currently. Co-working space market grows every year, around 29 new projects a year. Expectedly, the demand of using co-working space would be much higher in the post COVID-19 pandemic. Because work and study behaviors of office workers, university students and business owners would change. In education sector, hybrid learning system (both online and on-site) would be used more. Wherever they are, they can work and study. In this study, the data collection is done by questionnaires with 436 respondents who have used co-working spaces. The data is analyzed by descriptive and inferential statistics to determine the demographic characteristics, behaviors of using co-working space and important levels of marketing mix (7Ps) of respondents. Multiple regression analysis is used to find the factors influencing the satisfaction of using co-working space. In results, designing the variety of space, setting the reasonable price, making public relations and using appropriate channels, increasing safety-related equipment in co-working space significantly affect the satisfaction of using co-working space of university students in Bangkok.