Insights from coworking spaces as unique service organisations: The Role of Physical and Social Elements

11 page Publication by Bamini Balakrishan, Siva Muthaly & Mark Leenders in Melbourne, Australia.
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Abstract in English:

This chapter puts forward the elements of service environment termed as ‘servicescape’ that will influence the behavioural intentions (loyalty, word of mouth, and recommendation) in service organizations, which provides service environment as their predominant offering. Interestingly, there is a growing group of service firms where consumers pay to consume the environment rather treating the environment as a facilitator of their purchase of merchandise or services. One such service environment focused business is the coworking spaces. They are business that offers the physical and social environment for consumption. It is an environment where creative, entrepreneurs and knowledge workers work in a commercial space, work on flexible work stations with a host of facilities at their disposal. These coworking spaces are designed to create a productive physical and social atmosphere. We propose an enriched servicescape framework specific to this industry and label it as ‘Coworkingscape’. The conceptual focus of this chapter enables contribution in the field of service environment marketing and management. The practical implication of this chapter will be of help to coworking space providers/managers to further plan, design and manage the coworking spaces.

Editor(s) Full Names Luca Petruzzellis, Russel Winer

Book Title Rediscovering the Essentiality of Marketing
Publication Year 2016

Publisher Springer International Publishing
ISSN/ISBN 978-3-319-29877-1
DOI 10.1007/978-3-319-29877-1_162

English | Discipline Marketing