Innovation in the Management of Co-working Space Business
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Abstract
This research aims 1) to study the context of co-working space business in the central business district of Bangkok 2) to analyze the management of co-working space business in Bangkok according to the dimension of entrepreneurs and the dimension of service users 3) to propose an innovation management model of co-working space business with the context of the central business district of Bangkok under the framework of service quality theory and service marketing mix. The qualitative research methodology was used. Data were collected from in-depth interviews. The key informants were purposively selected by criteria, namely seven executives of co-working space business in the central business district and fourteen service users who are medium-level users from seven districts of Bangkok. The research instrument was a semi-structured interview. Data were analyzed by thematic analysis.
The research results found that 1) the context of co-working space business in the central business district of Bangkok has common geographic and economic characteristics, high density of freelancers, start-up businesses, and organizations, convenient travel by public transportation, but service user groups in each district are different. Therefore, entrepreneurs must adjust management strategies to suit the specific area context. 2) The analysis of co-working space business management in Bangkok found that entrepreneurs use flexible packages, apply digital technology, and create an atmosphere conducive to work, while service users give importance to value of experience, comfort, and attentive service, resulting in engagement and repeated use. 3) The innovation management model of co-working space business with the context of the central business district (CBD) of Bangkok is a three-level structural model connected to create value, satisfaction, and loyalty of service users. It consists of (1) core factors: empathy, reliability, assurance, tangibles, and responsiveness, which are key to creating direct experience for service users, (2) secondary factors: people, physical evidence, process, product, and promotion, which help drive and enhance service quality, and (3) supporting factors: price and place, to reinforce the experience.
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ข้อความและบทความในวารสารนวัตกรรมการบริหารและการจัดการ เป็นแนวคิดของผู้เขียน ไม่ใช่ความคิดเห็นและความรับผิดชอบของคณะผู้จัดทำ บรรณาธิการ กองบรรณาธิการ วิทยาลัยนวัตกรรมการจัดการ และมหาวิทยาลัยเทคโนโลยีราชมงคลรัตนโกสินทร์
ข้อความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการีพิมพ์ในวารสารนวัตกรรมการบริหารและการจัดการ ถือเป็นลิขสิทธิ์ของวารสารนวัตกรรมการบริหารและการจัดการ หากบุคคลใดหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือกระทำการใดๆ จะต้องได้รับอนุญาติเป็นลายลักษณ์อักษรจากวารสารนวัตกรรมการบริหารและการจัดการก่อนเท่านั้น
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