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

Year: 2026

Type: article

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.

Source: International Journal of Scientific Multidisciplinary Research

DOI: 10.55927/ijsmr.v4i8.70

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

Institution: Ateneo de Davao University

Language: English

Topic: Facilities and Workplace Management

Subfield: Architecture

Field: Engineering

Domain: Physical Sciences

SDG: Sustainable cities and communities

Open Access status: diamond

OpenAlex ID: W7204998230

FWCI:

Cites: 13

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Related to: 10