Path model leading to intention to recommend co-working spaces to new customers: an empirical evidence from Thailand
Abstract
According to Global Co-working Growth Study 2020 (Coworking resources, 2020), the numbers of co-working spaces are growing. However, gaining new customers still is challenging, referring to the DeskMag’s report (Kowrk Blog, 2017). From a practical standpoint, this is problematic. This research assumes that if current customers intend to recommend co-working space to new customers, the problem would become less problematic. However, there is no theoretical model that could explain the phenomenon of interest from previous researches. This is a problem from a theoretical standpoint. Therefore, a model, as such, is needed. Thus, this paper develops a conceptual model that could explain what factors drive intention to recommend. The model includes antecedents, overall satisfaction, and intention to recommend. Four statistical analyses were required to analyse the proposed model. Regression analysis was used to test all the relationships, all supported. This becomes a new model that could explain the phenomenon of interest. Then, path analysis was conducted to calculated direct, indirect, and total effects of paths leading to intention to recommend. Then, testing of the indirect effects were carried out to test the effects of antecedents on intention to recommend, all significant. Finally, the total effects were, then, ranked.
Keyword : path analysis, path model, antecedents, overall satisfaction, intention to recommend, co-working spaces
How to Cite
Savatsomboon, G. (2022). Path model leading to intention to recommend co-working spaces to new customers: an empirical evidence from Thailand. Business: Theory and Practice, 23(1), 99–108. https://doi.org/10.3846/btp.2022.13321
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior & Emerging Technologies, 2(4), 1–11. https://doi.org/10.1002/hbe2.195
Al-Ansi, A., Olya, H. G. T., & Han, H. (2018). Effect of general risk on trust, satisfaction, and recommendation intention for halal food. International Journal of Hospitality Management, 83, 210–219. https://doi.org/10.1016/j.ijhm.2018.10.017
Brandmaier, A. (2020). Onyx (Version 1.0-1010) [Computer software]. http://onyx.brandmaier.de/download/
Casaló, L., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. https://doi.org/10.1108/OIR-09-2016-0253
Coworking resources. (2020, July 3). Global Coworking Growth Study 2020 | Market Size & Industry Trends. https://www.coworkingresources.org/blog/key-figures-coworking-growth
Dai, B., & Forsythe, S. (2010). The impact of perceived price fairness of dynamic pricing on customer satisfaction and behavioral intentions: The moderating role of customer loyalty [Unpublished doctoral dissertation]. Auburn University, Auburn, USA.
Ding, N., & Jian, M. J. (2010). Perceived price fairness based on the attribution theory and the influence to customer satisfaction and loyalty. http://search.proquest.com/docview/1868789462?accountid=50152
Finn, A., Wang, L., & Frank, T. (2009). Attribute perceptions, customer satisfaction and intention to recommend e-services. Journal of Interactive Marketing, 23(3), 209–220. https://doi.org/10.1016/j.intmar.2009.04.006
Hanssen, T. E. S., & Solvoll, G. (2015). The importance of university facilities for student satisfaction at a Norwegian University. Facilities, 33(13/14), 744–759. https://doi.org/10.1108/F-11-2014-0081
Ivaldi, S., Pais, I., & Scaratti, G. (2018). Coworking(s) in the plural: Coworking spaces and new ways of managing. In S. Taylor & S. Luckman (Eds.), The new normal of working lives. Dynamics of virtual work. Palgrave Macmillan. https://doi.org/10.1007/978-3-319-66038-7_11
Jeong, Y., Kim, S.-K., & Yu, J.-G. (2019). Determinants of behavioral intentions in the context of sport tourism with the aim of sustaining sporting destinations. Sustainability, 11(11), 1–15. https://doi.org/10.3390/su11113073
Kattara, H. S., Weheba, D., & Ahmed, O. (2014). The impact of employees’ behavior on customers’ service quality perceptions and overall satisfaction. African Journal of Hospitality, Tourism and Leisure, 4(2), 1–14. http://www.ajhtl.com/uploads/7/1/6/3/7163688/article9vol.4(2)special_edition.pdf
Kong, J. P., & Jamil, S. M. (2014). Level of satisfaction among postgraduate health sciences students on the cafeteria facilities in Universiti Kebangsaan Malaysia, Kuala Lumpur Campus. International Journal of Quality and Service Sciences, 6(4), 258–273. https://doi.org/10.1108/IJQSS-06-2013-0031
Kowrk Blog. (2017, November 6). 5 ways to attract new members to coworking space. Kowrk. http://kowrk.com/5-ways-to-attract-new-members-to-coworking-space/
Lani, J. (2021, June 23). Path analysis. Statistics Solutions. https://www.statisticssolutions.com/path-analysis/#:%7E:text=According%20to%20a%20well%20known,of%20parameters%20in%20path%20analysis
Marinkovic, V., Senic, V., Ivkov, D., Dimitrovski, D., & Bjelic, M. (2014). The antecedents of satisfaction and revisit intentions for full-service restaurants. Marketing Intelligence & Planning, 32(3), 311–327. https://doi.org/10.1108/MIP-01-2013-0017
Mazareanu, E. (2019, May 31). Coworking spaces: Challenges worldwide 2019. Statista. https://www.statista.com/statistics/798515/challenges-of-coworking-spaces-worldwide/
Memon, M. A., Cheahb, J.-H., Ramayahc, T., Tingd, H., & Chuahe, F. (2018). Mediation analysis issues and recommendations. Journal of Applied Structural Equation Modeling, 2(1), i–ix. https://doi.org/10.47263/JASEM.2(1)01
Mohd Isa, N. A., Ghaus, H., Hamid, N. A., Tan, P.-L. (2020). Key drivers of passengers’ overall satisfaction at klia2 terminal. Journal of Air Transport Management, 87, 101859. https://doi.org/10.1016/j.jairtraman.2020.101859
Oztas, M., Sevilmis, A., & Sirin, E. F. (2016). The relationship of atmosphere, satisfaction, and loyalty: Sample of a fitness center. Turkish Journal of Sport and Exercise, 18(2), 103–112. https://doi.org/10.15314/tjse.15230
Path Analysis. (2020). Columbia public health. https://www.publichealth.columbia.edu/research/population-health-methods/path-analysis
Rashid, I. M. A., Abdullah, M. F. S., Yusuf, B. N. M., & Shaari, M. S. (2014). Impact of service and food quality on customer satisfaction among generation y for the fast food restaurant in Malaysia. Journal of Social Science, 8(1), 51–66. https://doi.org/10.24297/jssr.v5i2.3380
Roberts-Lombard, M., Mpinganjira, M., & Svensson, G. (2019). The antecedents and postcedents of satisfaction in business to-business relationships in South Africa. South African Journal of Business Management, 50(1), 1–11. https://doi.org/10.4102/sajbm.v50i1.212
Sia, M. K., Yew, V. W. C., Lim, Z. Y., & Dongqing, Y. (2018). Facilities and maintenance services for sustainable high-rise living. Facilities, 36(7/8), 330–348. https://doi.org/10.1108/F-03-2017-0037
Spreitzer, G., Bacevice, P., & Garrett, L. (2015, September). Why people thrive in coworking spaces. Harvard Business Review. https://hbr.org/2015/05/why-people-thrive-in-coworking-spaces
The Jamovi Project. (2020). Jamovi (Version 1.2) [Computer Software]. https://www.jamovi.org
The Jamovi Project. (2021). About – Jamovi. Jamovi. https://www.jamovi.org/about.html
Thusyanthy, V., & Tharanikaran, V. (2017). Antecedents and outcomes of customer satisfaction: A comprehensive review. International Journal of Business and Management, 12(4), 144–156. https://doi.org/10.5539/ijbm.v12n4p144
von Oertzen, T., Brandmaier, A. M., & Tsang, S. (2015). Structural Equation Modeling With Ωnyx. Structural Equation Modeling: A Multidisciplinary Journal, 22(1), 148–161. https://doi.org/10.1080/10705511.2014.935842
Wiardi, A. H., Hadi, E. D., & Novrianda, H. (2020). Perceived value, store image and satisfaction as antecedents of store loyalty moderated by procedural switching costs. Media Ekonomi dan Manajemen, 35(1), 34–51. https://doi.org/10.24856/mem.v35i1.1175
Zhang, Z., & Wang, L. (2017). Advanced statistics using R. ISDSA Press. https://advstats.psychstat.org
Zhang, Z.-H., Xu, Z.-Q., & Min Xiang, M. (2019). Antecedents of satisfaction in animation brand. Journal of Physics: Conference Series, 1168(3), 1–6. https://doi.org/10.1088/1742-6596/1168/3/032028