Exploring service innovation strategies for tenant satisfaction in rental office buildings

Purpose This study aims to investigate the impact of service innovation strategies on tenant satisfaction in Grade B office buildings located in Bangkok’s central business district (CBD). It identifies how innovations in strategic planning, technology and tenant experience improve building competitiveness and satisfaction. Unlike most prior studies that concentrate on premium office spaces, this research focuses on the underexplored Grade B segment to offer new insights into service-led value creation. The study also examines how these service innovations contribute to broader sustainability objectives in facility and property management. Design/methodology/approach A mixed-methods approach was adopted, combining semi-structured interviews with building managers and structured questionnaires from tenants in five Grade B office buildings. Quantitative data were analysed using descriptive statistics, one-way ANOVA and post hoc Tukey tests in IBM SPSS Statistics 29 to identify significant differences in tenant satisfaction across buildings, while qualitative data were thematically analysed to interpret managerial perspectives on service innovation. The study examined eight key dimensions of service innovation, such as strategy and policy, technology, customer service and tenant experience. Findings Results indicate clear variations in tenant satisfaction associated with different service innovation approaches. Buildings that adopted tenant-centric and flexible service strategies – including responsive maintenance, adaptable workspace arrangements, effective technological tools and transparent communication – consistently achieved higher satisfaction levels. Conversely, buildings that focused mainly on physical upgrades or cost-driven measures showed limited improvements in satisfaction. The findings highlight that customer service, tenant experience and strategic clarity are the strongest contributors to satisfaction, whereas design enhancements and performance monitoring tended to produce uniform baseline perceptions across the sample. Research limitations/implications This research is limited to five Grade B office buildings in Bangkok’s CBD, which may affect the broader applicability of its findings. Future research could examine diverse office types, ownership models and user groups, as well as incorporate performance metrics to enhance generalisability and sustainability insights. Practical implications This study provides practical criteria and guidelines for real estate owners and facility managers, including prioritising tenant-centric services, adopting digital communication tools, maintaining responsive maintenance systems and aligning service delivery with tenant profiles. It also recommends implementing structured feedback loops, performance tracking and flexible budgeting as part of responsive service frameworks. These proactive management practices can help revitalise underperforming office assets and support long-term competitiveness and sustainability in service delivery. Originality/value This research contributes empirical evidence to the evolving discourse on service-led strategies within the real estate sector, emphasising practical dimensions of service innovation that directly influence tenant satisfaction. By integrating qualitative insights from management and quantitative satisfaction data, the paper presents a robust, evidence-based approach for enhancing tenant experiences, building competitiveness and supporting sustainable facility management practices.