The Value of Design: A Conjoint Analysis of Physical Design Attributes in the District 1, Davao City Coworking Market
DOI:
https://doi.org/10.55927/ijsmr.v4i8.70Keywords:
Ambiance, Conjoint Analysis, Coworking Space, Davao City, PAPRIKA MethodAbstract
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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