Methodology for assessing the market orientation of a coworking service enterprise based on consumer behaviour stages (the case of C-Space coworking)

Abstract

The article proposes an improved methodology for assessing the level of market orientation (BY) of a coworking enterprise. The J.-J. Lambin questionnaire was adapted to four features specific to the coworking market — a shortened distribution channel, consumer participation in service creation, membership-based repeat consumption, and the unmeasurability of the outcome of information use. A new block assessing orientation towards the stages of consumer behaviour was added to the methodology; the assumption of equal importance of the blocks was replaced with empirically grounded weighting coefficients; and the analytical apparatus was supplemented with third-order mismatch and a coefficient of consistency. Testing on the case of C-Space showed a weighted integral index of I_BY = 5.83 points (a medium level); substantial mismatch was identified in four blocks, and high inter-departmental conflict in five of the seven.