The Value of Design: A Conjoint Analysis of Physical Design Attributes in the District 1, Davao City Coworking Market

Shania Jiv Alaba; Johanna Mae Andrin; Milaana Therese Hsu; Juan Alesandro Miguel Saguid; Jessie Wu; Emmanuel Joseph Sumatra

doi:10.55927/ijsmr.v4i8.70

Authors

Shania Jiv Alaba Ateneo de Davao University
Johanna Mae Andrin Ateneo de Davao University
Milaana Therese Hsu Ateneo de Davao University
Juan Alesandro Miguel Saguid Ateneo de Davao University
Jessie Wu Ateneo de Davao University
Emmanuel Joseph Sumatra Ateneo de Davao University

DOI:

https://doi.org/10.55927/ijsmr.v4i8.70

Keywords:

Ambiance, Conjoint Analysis, Coworking Space, Davao City, PAPRIKA Method

Abstract

This study explores the preferences of 180 post-graduate students and 180 working professionals towards physical design attributes of co-working spaces within District 1, Davao City, from August 28 to September 20, 2025. Guided by Multi-Attribute Utility Theory and Bitner's Servicescape Model, we examine three dimensions: Ambiance, Space and Function, and Signs, Symbols, and Artifacts. Using 1000minds web software, the PAPRIKA method generated 300 potential trade-offs to evaluate attributes. Purposive and quota sampling revealed that Space and Function was the most preferred attribute (38.8%), followed by Signs, Symbols, and Artifacts (31.5%) and Ambiance (29.7%). Spatial Layout, Signages, and Temperature formed the most preferred combination. Providers must focus on spatial efficiency and environmental comfort to sustain customer loyalty.

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