Mobile workers' perception of public spaces as workplace: A case study of Starbuck branch outlet Tambun
List of Authors
Ahmad Faisol Yusof , Muhammad Nuhikhwan Jamal , Salahuddin Abdul Hakeem Abas
Keyword
Mobile work, knowledge worker, physical workplace, ambience
Abstract
The rapid development of mobile technology has led to a revolutionary shift in work practises, allowing professionals to complete office tasks on the go. It has led to a new category of "mobile knowledge workers," who can work anywhere and anytime. Starbucks has gained popularity among mobile workers due to its conducive and enticing working environment. However, an essential question remains: how do mobile workers decide on a public workplace, specifically the desired coffee shop? Although previous research has examined the physical characteristics of Starbucks coffee shops. Additional research is necessary to understand why mobile workers prefer Starbuck Branch Outlet in Tambun over other Starbucks coffee shops. This paper uses surveys, sampling techniques, and data analysis to identify the reasons for this preference and fill the resulting literature gap. The research identifies several important factors contributing to Starbucks's popularity as an employer, including the facilities' aesthetic, layout impact, physical comfort, building exterior, and strategic location. While mobile workers are pleased with the aspect of facilities' aesthetic, layout impact, and physical environment at the Starbuck Branch Outlet in Tambun, they are dissatisfied with the building's exterior and location. The author deduces these factors as controlled factors (facilities' aesthetics, layout impact, physical comfort) and uncontrolled factors (building exterior, location) that affect the Starbucks customer experience. Enhancing controlled factors can increase customer satisfaction and maintain Starbucks' allure as a preferred workplace for mobile workers. On the other hand, uncontrolled factors can be a reference for Starbuck in future feasibility studies as a guide for developing new branches.
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