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The Effectiveness of an Enriched Servicescape Framework On The Effectiveness of an Enriched Servicescape Framework on Value-in-use and Behavioural Responses: The Coworking Space Context A thesis submitted in fulfilment of the requirements for the degree of Doctor of Philosophy Bamini KPD Balakrishnan BBS (Hons.) Marketing, M. Bus (Marketing) School of Economics, Finance and Marketing RMIT University January 2017 DECLARATION I certify that except where due acknowledgement has been made, the work is that of the author alone; the work has not been submitted previously, in whole or in part, to qualify for any other academic award; the content of the thesis is the result of work which has been carried out since the official commencement date of the approved research program; any editorial work, paid or unpaid, carried out by a third party is acknowledged; and, ethics procedures and guidelines have been followed. Bamini KPD Balakrishnan January 2017 ii LIST OF PUBLICATIONS Published research papers: KPD Balakrishnan, B., Muthaly, S. & Leenders, M.A.A.M 2016, ‘Enriched servicescape and value-in-use. Paper presented at Australia New Zealand Marketing Academy Conference, 5-7 December 2016, Christchurch, New Zealand. KPD Balakrishnan, B, Muthaly, S & Leenders, M.A.A.M 2016, ‘Insights from Coworking Spaces as Unique Service Organisations: The Role of Physical and Social Elements.’ In Petruzzellis, L, Winer R.S (eds.), Rediscovering the Essentiality of Marketing, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. KPD Balakrishnan, B 2016, ‘Management of Social Dimensions: Investigation of Coworking Space Ecosystems in Creating Value for Members.’ Paper presented at Future of work: people, place and technology 2016 conference, 20-21 April 2016, Melbourne, Australia. KPD Balakrishnan, B, Muthaly, S & Leenders, M.A.A.M 2015, ‘Insights from Coworking Space as Unique Service Organisations.’ Paper presented at World Marketing Congress, Academy of Marketing Science, 14-17 July 2015, Bari, Italy. KPD Balakrishnan, B, Muthaly, S & Leenders, M.A.A.M 2014, ‘Servicescape Framework for Coworking Space.’ Paper presented at MAG Scholar Global Business, Marketing and Tourism Conference, November 2014, Yogjakarta, Indonesia. iii ACKNOWLEDGEMENTS Thank you to the Almighty Authority God for His blessing in giving me the strength to bring this thesis to completion. The successful completion of this thesis was a true accomplishment for me assisted by the encouragement and support of many individuals. Firstly, I extend my greatest appreciation to my principal joint supervisor Professor Mark A.A.M Leenders. His guidance, advice, comments and critique inspired me to forge an independent approach to the research. I duly acknowledge my joint associate supervisor, Professor Siva Muthaly, for his outstanding guidance and mentorship; he convinced me of the value of the research. Their confidence and belief in my capabilities developed my skills as a scholar and researcher. My appreciation also to the Ministry of Higher Education, Malaysia and my employer, Universiti Malaysia Sabah, for scholarships, without which this research would not have been possible. I extend my gratitude to Professor Dr. Roselina Ahmed Saufi my previous supervisor for Master by research for guiding me through the fundamentals of research. I would like to thank the School of Economics, Finance and Marketing at RMIT, especially the Head of School, Professor Tim Fry, and Higher Degree Coordinator, Dr. Jenneke Blijlevens, Easther Ng and all the administrative staff for generous support. I thank Prue Lamont the administrator at College of Business. Thanks also to Dr. Gershon Maller for editing the thesis according to RMIT and Institute of Professional Editors guidelines. Responsibility for the final manuscript is my own. I thank Sahand Beghari, Jason Lim, George Siomosi, Vennesa Samuels, and Jane Stuart for supporting the research and allowing me to be an investigator in residence at the respective coworking spaces. I also thank the University of Melbourne for awarding me the Emerging Leaders Grant and acknowledging research on coworking spaces as one possible future of work. I extend my gratitude to all my colleagues at RMIT and The University of Melbourne, Aswini Yadlapalli, Wajeeha Shaikh, Abby Wong, Dr. Rohan Davis, George Marano, Erico Baroni, Angelo Fernando, Ilya Yasnorina Ilyas, Wan Marhani Omar, Majhda AlNefaie, Anshul Vijay, Jackson Yuen, Valerie Cotronei-Baird, Dr. Victoria Roberts, Priyanka iv Erasmus, Sherene Smith, Andrew Linden, Ashenafi Biru, and Justin Nguyen for their support and friendship. To my spiritual family in Australia Charlie Hogg, Christine Westbury, and well-wishers, Dr. Wendy Welford, Magda Celejewska, Johanna Belén Angulo, Ravikumar Madala, Professor Kalvinder Shields, Julie Pugh, Yolande Reid and Sophie Reid, Jeff Penados, and Angelo Anjelíček, thank you for your support, it was a great comfort during this intense journey. To Oscar Dousin my brother from another mother, my very dear friend, thank you so much for the whole idea of getting into the PhD program together in RMIT and for making sure that I am alright all the way. We have definitely edured a great deal in the process and we have built an amazing friendship that will last a life time. To Graham Lewis, thank you for making sure that I am safe in Melbourne, I could not ask for more care than you have given me all through my PhD life. Thank you for all the cofindence you built in me through your every single prayer. Thanks also to my eldest brother, Subas Chandra Bos, and sister-in-law Kamala Veeran who have been the bedrock of my life, my beloved sisters, Vasumathi KPD Balakrishnan and Barathi KPD Balakrishnan, brother Sugumaran KPD Balakrishnan, and sister-in-law Revathy Karuppan, my brother-in-laws, my nieces and nephews whom I adore, my loving uncles and aunties, and the entire family for your care, empathy, patience and support. Special thanks to my mentor and brother, Dr. Muralindran Mariappan, for always being a motivating force; also, to my best friends Azlinda Shuaib, Yukthamarani Perumapuran, Hamriah Hj Nurdin, Prema Schwarzacher, Thavamalar Mudiandy, Louisiana Lewis, Jayanthi for your unflagging support. My final tribute is to my beloved late parents Mr KPD Balakrishnan (Appa) and Mrs Veejayal Nadaraj (Amma) for developing me with great courage, for giving me tremendous love, for all the years of education, for moulding me to be a good person, and my late grandma Unnamala Sinnapayen for all your unlimited blessings; I am everything I am because of you. v DEDICATION To Appa and Amma For your unconditional love and blessings in my life. vi TABLE OF CONTENTS DECLARATION .................................................................................................................................................. II LIST OF PUBLICATIONS ....................................................................................................................................III ACKNOWLEDGEMENTS .................................................................................................................................. IV DEDICATION .................................................................................................................................................. VI TABLE OF CONTENTS ..................................................................................................................................... VII LIST OF TABLES ............................................................................................................................................. XII LIST OF FIGURES ........................................................................................................................................... XIII ABSTRACT .................................................................................................................................................... XIII CHAPTER 1: INTRODUCTION ......................................................................................................................... 11 1.1 INTRODUCTION ................................................................................................................................... 11 1.2 BACKGROUND OF THE RESEARCH ....................................................................................................... 11 1.3 RESEARCH PROBLEM ........................................................................................................................... 13 1.4 RESEARCH OBJECTIVES ........................................................................................................................ 15 1.5 RESEARCH RATIONALE ........................................................................................................................ 16 1.5.1 THEORETICAL RATIONALE ........................................................................................................................... 16 1.5.2 MANAGEMENT / INDUSTRY RATIONALE ......................................................................................................... 17 1.6 OVERVIEW OF METHODOLOGY .......................................................................................................... 18 1.7 RESEARCH OUTCOMES ........................................................................................................................ 19 1.8 STRUCTURE OF THE THESIS ................................................................................................................. 19 CHAPTER 2: LITERATURE REVIEW ..................................................................................................................
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