Abstract
The status of online communities for clients of professional architectural services has been explored only rarely, although various communities have been established autonomously. These communities have faced challenges regarding the reliability of information and incentives for sustainable involvement of members. These concerns can be tackled by facilitating a community embracing socially embedded human actions and virtual markets in which recommendations are powerful for promoting sustainable information streams. This study aims to provide a theoretical framework to implement a structured online community in which trustworthy information are shared in sustainable manner by cultivating social actions in relationship. A preliminary investigation into the opinions of a specific group of professional architectural service clients in existing online communities is conducted. Based on relevant findings, a prototype of a structured online community, which systematizes information flows, involvement of service providers, and evaluation of service quality is developed. A main survey provides insight of clients on the motivation to upload information, usefulness of information, and expected customer power in the structured online community. Keywords: architectural service clients; online community; knowledge spiral; marketing; customer power; information systems 1. Introduction and service procedures. Consequently, the usefulness While clients are customers of professional in terms of credibility regarding quality or reliability of architectural services, they are also key players as information provided in online communities has been project directors. Specific groups of clients such as questioned. occasional clients typically do not have sufficient Regarding implementation and operation, technical knowledge and in-house human resources to autonomous OCPASCs have unique characteristics direct projects (Kim, 2003). If clients obtain credible compared to conventional information systems information timely, they will position themselves to developed to aid clients. For instance, Kamara et select proper consultants and procedures. Therefore, al. (1999) have developed ClienPro by means of first-time or irregular clients must determine how to a hard systems approach, which assumes that the obtain essential information. information flows according to pre-defined procedures Online communities for professional architectural to support decision-making (e.g. Mahmoud and Arima, service clients (hereafter, OCPASCs) can provide 2011; Kwahk et al., 2011). On the contrary, online information to clients even before they contact communities are similar to soft systems, which take professionals. However, an autonomous OCPASC a more tribal view of organizations as relationship- is difficult to inaugurate and sustain because service managing entities, although a facilitator is required (Fan performance varies significantly, even with the same et al., 2008). requirements (Crane, 1993), and professional services In OCPASCs, the reliability of information and are hard to describe with a model (Løwendahl, 2005). sustainable information flows depend on the motivation Thus, it has limitations to generalize anticipated results and involvement of members, and thus those should be explored and explained by means of a generic view considering social actions in relationship. *Contact Author: Kyoochul Shin, Ph.D., Assistant Professor, The aim of this research is to develop a general Department of Architectural Engineering, Keimyung University, framework to explore current information streams Dalgubeol-daero 1095, Dalseo-gu, Daegu, 704-701, Korea in autonomous OCPASCs. As a practical solution Tel: +82-53-580-5354 Fax: +82-53-580-5354 to enhance the usefulness and sustainability of such E-mail: kychshin@naver.com communities, the authors present the concept of a ( Received April 8, 2014 ; accepted October 15, 2014 ) Journal of Asian Architecture and Building Engineering/January 2015/48 41 structured OCPASC, which systematizes autonomous and Ghoshal, 1998; Park and Koo, 2014). Generally, OCPASCs. Because the provisions of professional humans act respectably even without the incentive services vary according to the segments in the market of direct benefits because they expect rewards or and local conditions, a structured OCPASC should be protection in the future. This tendency is known as implemented by targeting certain group of clients in a reciprocity (Becker, 1976). specific region. Individual clients in South Korea who Reciprocity can be regarded as a societal norm. occasionally purchase architectural design and building Such norms force people to act to avoid exclusion services were selected for this research. The authors from a group (Hardin, 1997). Once a community is proposed a schematic model of a structured OCPASC constructed, a norm may involve punishment such as and developed a prototype system. A survey was expelling rule breakers from the network if they do conducted by targeting clients of existing OCPASCs in not act according to specified terms and conditions. order to obtain their opinions on the proposed system. For example, an individual may not share information, although he/she requests information from other group 2. Theoretical Framework members. Consequently, rejection by the group can be 2.1 Perspectives to Analyze Actions in OCPASC expected. Motivations to provide useful information and to Even if norms are activated, it is difficult sustain its flows in OCPASCs are discussed according to determine whether OCPASCs are managed to three perspectives framed by Lichbach and Seligman competently. Unfortunately, several online (2000). communities have become inactive. Therefore, rewards 2.1.1 A Rationalist Perspective: Information Search for providing information should be considered within According to Blackwell et al. (2006), customers the market mechanism. believe that they will gain the best value if they act 2.1.3 A Structuralist Perspective: Market knowledgeably. Regarding the knowledge spiral The structuralist perspective focuses on external theory (Nonaka, 1994), potential customers search for conditions and their effects on the environment. For information expressed by knowledgeable customers this study, the authors assume that customers maintain who have experience with similar services. Thus, it relevant reference power and service providers have is reasonable to assume that potential clients have the marketing opportunities in OCPASC. rationale and motivation to search for information by Customers can expect benefits from online activities; accessing existing contents or asking questions of other especially opportunities to evaluate service providers clients in OCPASCs. for breaches in contracts or neglected service quality. Ho we v e r, i f p e o p l e d o n o t r e c o g n i z e m e t a Service providers spread information by expecting knowledge via keywords or data fields, they cannot use benefits in the market domain of OCPASCs. For available resources. For this reason, administration to example, service providers can offer potential clients provide initial keyword sets to initiate an information useful information to attract them as purchasers. stream is required. The initial service encounter (Hogg and Gabbott, Another challenge is the reliability of information. 1998) is connected to targeted marketing by the The value of utilizing a large group of people for identification of customers (Phan and Vogel, 2010). evaluation of information is the potential for greater Autonomous OCPASCs do not manage customers reliability. Socially valued information is powerful. from the viewpoints of service providers. However, For example, word of mouth can be a powerful customer relationship marketing (CRM) may be marketing method in the age of social networking. available for even small and medium-sized service Though experienced clients can most effectively firms if the domain of market is implemented in evaluate information, they do not have particularly OCPASCs. strong motivations to share information, at least from 2.2 A General Framework to Explore and Explain the rationalist's perspective. Therefore, methods for Information Streams in OCPASCs motivating experienced clients in OCPASCs to share Fig.1. describes a general framework for exploring their professional knowledge should be discussed and explaining information streams in OCPASCs, further. based on best value (i.e., rationale), reciprocity (i.e., 2.1.2 A Culturalist Perspective: Reciprocity norm), and financial benefits (i.e., conditions). The culturalist understands that the norms of a Members of an OCPASC act according to their community influence behavior. Unlike rationalists, own motivations. Potential clients seek to be satisfied culturalists focus on the effects of an organization's consumers, so they have a rationale to search for implicit rules. Thus, information streams occur in information about best value. Experienced clients are informal ways based on relationships among people viewed as able to provide information with reciprocity (Mintzberg, 1979). In the social science domain, the and according to norms based on collective beliefs. intrinsic value of networks, or social capital, works as Furthermore, the actions of all participants in online the motivation for action in a community, sometimes communities may be influenced by societal devices (i.e., even leading people to act altruistically (Nahapiet conditions). 42 JAABE vol.14 no.1 January 2015 Ju-Hyung Kim Experienced clients are not expected to answer 3. Preliminary Investigation q ue st i o n s v o l u n t a r i l y a n d e n g a ge i n o ng o i n g 3.1 Context: Online Communities in Korea encounters, which happen between potential clients The preliminary investigation explored the opinions and service providers based solely on societal norms. of clients and service providers on the status of Typically, such information streams occur when a OCPASCs and related expectations for information market mechanism evolves in a structured system that streams. The opinion of both sides should be analyzed is designed to provide rewards. to provide practical solutions (e.g. Choi and Cho, 2014). Interviews using an open-ended questionnaire were conducted with six individual clients and four service providers engaged in architectural design or building projects. Participants were asked about their experiences on acquiring information through OCPASCs; additionally, they were asked to identify their concerns or reluctance to use them. As summarized in Table 1., ongoing challenges in the autonomously established OCPASC are as follows: cultural reluctance to reveal private information, no practical benefits of information sharing, uncertainty about reliability of information, and hesitation to recommend service providers due to potential conflicts. An aspect that should be considered further is the possibility of sharing references for service providers. Fig.1. General Framework for Exploring an OCPASC In many online communities, recommendations of Issues of usefulness and reliability cannot be service providers are prohibited due to potential explored or explained according to the aforementioned conflicts that can occur when a project fails. However, three perspectives. Participants will not internalize members have asked experienced consumers about the information if the contents are not satisfactory. At a best service providers and relevant reviews have been minimum, there must be a mechanism through which uploaded. Given that current autonomous OCPASCs customers can be assured that available professionals have limited ability to evaluate references, a practical will provide information tailored to situations that solution to obtain them from experienced clients is clients may face during service encounters. required. In order to maintain credible references, a While autonomously operated OCPASCs show the system manager needs to involve. possibility to share information, hard system bound 3.2 Main Survey Inquiry Theme Development aspects are required to provide structure for its consistent The current autonomous OCPASCs do not have operation. The necessary approach and functions can be functions supporting a structuralists approach, such identified through a preliminary investigation. as evaluation of service, recommendations of service Table 1. Opinions and Expectations Regarding Current Autonomous OCPASCs Category Service providers' opinions Clients' opinions ⋅ Useful for service providers to reduce ⋅ Useful only when information reflecting experience Usefulness of information client misunderstandings is provided acquisition through online ⋅ Useful for clients when experiential ⋅ Not critical because general information is available community information is provided properly even offline ⋅ Clients may be reluctant because of privacy Partially reluctant because of privacy issues Reasons for reluctance to issues. ⋅ Hesitant to recommend service providers due to provide information ⋅ Service providers worry about leakage of potential conflicts their know-how. Unable to perceive benefits from participation Reasons for reluctance to ⋅ Uncertain about reliability of information ⋅ Uncertain about reliability of information use online communities Generally not able to obtain exact information Negative/positive evaluation is possible Partially reliable; negative/positive evaluation is Issues with reliability of (i.e., partially reliable). probable information Clients may not wholly trust information provided by service providers. More supplementary methods to facilitate online ⋅ Protective measures from unjustified or communities are required: intentionally negative evaluations by General opinions on Information on technologies or specific cost ï ⋅ clients or other service providers are methods to sustain online data on materials required. communities Information for cases of exceptional building ï ⋅ ⋅ Winner-take-all phenomenon can be a uses (e.g., restaurant facility) barrier to entry of new professionals. Searching mechanism should be sophisticated. JAABE vol.14 no.1 January 2015 Ju-Hyung Kim 43 providers, and a place for service encounters. In follows: faithfulness of service provider in explanation addition, a mechanism to evaluate information and an of service contents, monetary value of service, and approach to sustain the community are lacking. For this general satisfaction level with service quality. reason, the authors need a research instrument through The second, inquiry theme explores the reasons for which the feasibility of these functions are validated. reluctance to provide or obtain information. Clients In this research, the authors implemented a prototype and service providers mentioned privacy and potential of a structured OCPASC, a web portal for clients. The conflicts with negatively reviewed service providers as authors developed inquiry themes by assuming that concerns in our preliminary investigation. The depth of OCPASCs are designed and managed by facilitators. worry or anxiety about these aspects was explored. Third, the authors assumed that appropriate information could be acquired through information st r e a m s i n o n l i n e c o m m u n i t i e s. Ap p r o p r i a t e information was defined from the previous research (Kim, 2003); it includes process, quality of building with available budget, criteria for selecting appropriate service providers, and technology used for building. The expectations of clients for acquiring this information were investigated. The fourth inquiry theme was applied to examine the approach and methods for enhancing the performance of an OCPASC. The authors investigated the necessary components for a structured presentation and evaluation of information. Reasons for involving a third party to judge the reliability of information were assessed as well. Fifth, prerequisites to active participation in an OCPASC that were linked to the three aforementioned perspectives were investigated. Finally, the sixth Fig.2. Research Question and Inquiry Theme inquiry theme was developed from the fundamental assumption of this research: an OCPASC can reinforce Fig.2. clarifies the research questions, aspects to customer power that will trigger involvement of explore, and inquiry themes by which perspectives experienced clients and service providers. discussed in previous sections are applied. In this study, customers' attitudes toward information streams 4. Development of the Structured OCPASC could not be obtained by direct investigation, so the 4.1 Schematic Model authors identify attitude objects against which the Based on the general framework and practical internal opinions are externalized. requirements that were identified during our Inquiry themes are: (1) intention to provide certain preliminary investigation, a schematic model to types of information, (2) reasons for reluctance to facilitate information streams in an OCPASC provide or obtain information, (3) expectations for was developed, as illustrated in Fig.3. The model acquiring certain types of information, (4) aspects assumes that the OCPASC is systematized to provide to enhance the performance of an OCPASC, (5) information as required and to manage reliability. prerequisites for active participation in an OCPASC, Given that this information system is different from and (6) expected change in customer power after that of an autonomous OCPASC, the authors have implementing a structured OCPASC. referred to it as a structured OCPASC. The first inquiry theme was applied to determine The authors assumed that if experienced clients the intention of experienced clients to provide certain think certain information is helpful, they may be types of information. For successful operation of an willing to provide reciprocal information because of OCPSAC, information items necessary for potential social norms. Experienced clients may explain their clients should be provided as follows: process, experiences in an exchange of information in return duration, cost, appropriate type of service provider, and for measurable benefits. Service providers can obtain list of references for available service providers (Kim, new market opportunities by answering to questions 2003). Interviewees in the preliminary investigation uploaded by potential clients. said that they felt reluctant to provide specific types 4.2 A Prototype of information (i.e., evaluation of service providers). To evaluate the schematic model, the authors Therefore, the extent of this tendency needs to be developed a prototype for a structured OCPASC. The investigated. To investigate the insight of clients on outlook of a structured OCPASC is similar to that of evaluations of services, inquiry items are detailed as a web portal. However, as shown in Fig.4., sections 44 JAABE vol.14 no.1 January 2015 Ju-Hyung Kim the three perspectives because information is shared in multiple contexts. Interactions between clients and service providers that are organized from the culturalist's perspective mainly occur in sections (2) and (5). In the upper left portion of Fig.4., (5)-1 and (5)-2 show the subpages and menus of section (5) and (2)-1 is a part of section (2). If a client publishes his/her upcoming project plan or experiential project information along with an evaluation of the service providers in subpage (5)- 1, community members may exchange opinions and questions on issues pertaining to the project on subpage (5)-2. The evaluation of a certain service provider will be filed, so the average rate of evaluation, which is valued information, will remain as shown in (2)-1. Fig.3. Schematic Model of Structured OCPASC As shown in the lower portion of Fig.4., project plots can be displayed for service providers as well, are provided to implement sustainable information as shown in subpage (2)-2. The name of the service streams. As shown in the main menu presented in provider is exposed to potential clients through the right upper portion of the figure, the structured pre-counseling, so an encounter can occur. As a OCPASC consists of sections as follows: (1) client aid consequence, the virtual market is sustainable, and materials, (2) information of potential clients' projects information streams are facilitated in other sections. and available service providers, (3) information In subpages (1) and (4) and on the process map, maintained and provided by the facilitator or system, (4) standardized guidance and legal information are laws and regulations that the client needs to know, and provided. System managers upload up-to-date client- (5) community in which the clients share information. aid information in these sections. In addition, system Menus of sections are not divided exactly according to Fig.4. Prototype of Structured OCPASC JAABE vol.14 no.1 January 2015 Ju-Hyung Kim 45 managers monitor the material provided by service 5.2 Analysis of Respondents providers because they may consult a potential client Clients who were likely to participate in an OCPASC during service encounter when the intention to launch comprised the population sample for this study. One a project is uploaded by the client. of challenges in the main survey is that no population While the general framework is grounded in three of this specific client group exists. Thus, it was not perspectives to explain social actions, information possible to conduct random sampling. Furthermore, streams are centered in interactions of data in only members of existing online communities were ontological parts of information systems such as likely to have insights regarding information streams database management systems (DBMS) and relevant in online communities. For these reasons, the main fields in subpages. Successful operation of ontological survey was conducted using voluntary participants parts requires managerial and technical support such from existing online communities. as removing non-value-added data and providing A free online survey system, SurveyASP (www. opportunities to resolve conflicts between clients and surveyasp.com), was used to publicize and collect service providers. the responses to the questionnaire. The authors obtained assistance from sysops of two relatively large 5. Main Survey on Structured OCPASC communities, each with more than 1,000 members, to 5.1 Questionnaire attract respondents. A notice was posted to publicize the The inquiry theme and relevant questions for hyperlink to the online survey and explain briefly the validating the structured OCPASC are given in Table purpose of the survey. Respondents to the main survey 2. The questionnaire was designed so that respondents completed the questionnaire after reviewing video clips could answer questions by selecting yes or no, or by capturing the operation of the structured OCPASC. selecting ratings from a 5-point Likert scale, which Though 75 members visited SurveyASP and was introduced to obtain insights regarding levels of submitted answers, only 44 answered all questions; agreement on given sentences (sub-items). therefore, incomplete questionnaires were withdrawn. Table 2. Questionnaire for Main Survey and Results Results Inquiry theme - answer type Items or examples (% for yes and mean) ⋅ Issues that have to be considered by the client according to phases 84% Cost for a project in total and phase-based sub-totals 39% ⋅ Duration for a project in total and phase-based sub-totals 93% 1. Intention to provide certain Appropriate type of service providers according to phase 64% types of information ⋅ List of available service providers and references for them 66% - Yes or No Faithfulness of service providers in explanations of service contents 89% ⋅ Monetary value of service 68% General level of satisfaction with service quality 86% 2. Reasons for reluctance to ⋅ Privacy matters 3.41 provide or obtain information No benefits for providing information 3.14 according to ⋅ Potential conflicts with the evaluated service provider 3.23 - 5 point Likert scale Availability of off-line information 2.43 3. Expectations for acquisition Process of building projects 4.14 of certain types of information ⋅ Available quality of a building within the budget 4.19 according to Criteria for selecting appropriate service providers 4.28 - 5 point Likert scale ⋅ Technology used for building 3.81 Specific information provided by independent professionals 4.18 4. Aspects needed to enhance (e.g., cost of building materials) the performance of OCPASCs Sophisticated functions enabling users to search for exact 4.11 according to information - 5 point Likert scale Involvement of a third party who can ensure the reliability of 3.98 information and evaluations provided by users 5. Prerequisite for active ⋅ Validation regarding reliability of information 3.93 participation in OCPASC ⋅ Popularity of web portal 4.02 according to ⋅ Availability of pre-contract consulting from service providers 3.91 - 5 point Likert scale ⋅ Incentives in the form of financial rewards 3.57 ⋅ Easier process for selecting service providers based on reviews of 4.16 6. Expected change in evaluations from previous projects customer power ⋅ Greater control because service providers know that customers will 4.00 according to evaluate them online - 5 point Likert scale ⋅ Ability to compare costs and quality of service evaluations prior to 3.84 selecting a purchasing service 46 JAABE vol.14 no.1 January 2015 Ju-Hyung Kim Of the 44 respondents whose submissions were that some types of information are not provided by analyzed, 25 (56.8%) answered that they had clients, even in the structured OCPASC. In this case, experience in building projects. Thus, they were asked a third party playing the role of facilitator should further questions regarding specific details of their survey or investigate relevant data and upload them at projects. 85% of respondents mentioned that they appropriate subpages. Respondents seemed to agree would use the facility for their own occupation. with this approach, given that the mean value of the 5.3 Analysis of Results and Discussion corresponding response was 3.81. A common challenge The answers from respondents are analyzed in the in online information searches is the overload of right column of Table 2. (Choi, 2012). Interpretation irrelevant information. The COPASC should have and discussion of data according to the inquiry theme mechanisms (i.e. ontology or semantic web) to follow. overcome this problem. 5.3.1 Intention to Provide Information 5.3.5 Prerequisite for Active Participation In general, clients had positive opinions about Clients seemed to be more influenced by the providing information that reflected their experiences. culturalist perspective; in other words, "financial The information items sorted according to the higher reward" ranked lower than three other categories. percentage of positive answers are as follows: duration However, the mean value fell in the range between (93%), faithfulness of service providers in explanation neutral and positive (i.e., 3.57). Respondents of service contents (89%), satisfaction level (86%), mentioned additional opinions on the facilitating and phase-based issues, which the clients should framework, including less participation by service check (84%). Potential clients were able to obtain providers because of possible negative evaluations information regarding the above relatively easily in or little experiential information in the initial phase. the structured OCPASC. Value for money (68%) and Suggestions for improvement in this area include a lists/references of service providers (66%) followed. strategy whereby the system manager would update On the contrary, only 39% of respondents agreed that experiential information through regular interviews they would provide information on cost. Even in the with clients or service providers. structured OCPASC, information on cost is not likely 5.3.6 Expected Change in Customer Power to be shared among clients. Certainly, information on Respondents expected that they could compare the cost needs to be managed by a system manager who references of various service providers during service serves as the facilitator of an OCPASC. encountering phase and could maintain the customer 5.3.2 Reasons for Reluctance power by means of references. The highest mean value of respondents' ratings regarding reasons for reluctance to provide or obtain 6. Conclusions information is observed for the "privacy" item. Online communities have the potential to provide However, this value does not indicate that respondents useful information for clients and marketing were negative about providing information due to opportunities for service providers. In Korea, a privacy, given that the mean value of 3.41 reflects couple of communities for architectural service neutral intentions. On the other hand, the mean value clients in which more than 1,000 members participate for "availability of information off-line" was 2.43, have been established and operated autonomously. which indicates that respondents agreed with the Nevertheless, investigations regarding their usefulness necessity for the structured OCPASC. The mean of and sustainability are lacking. Communities can only "potential conflicts with the evaluated service provider" be useful when reliable information is provided. To was 3.23; for "no benefits from providing information," this end, experienced and knowledgeable customers the mean was 3.14. must be motivated to share credible information in 5.3.3 Expectations the context of a community. To enhance the quality Mean values of all information items (i.e., around of information, an environment in which service 4) suggest that respondents expected to become providers with superior professional knowledge consult knowledgeable after obtaining information from the potential clients should be cultivated. Motivations structured OCPASC. The usefulness of information on for sharing information have been explored and "criteria to select service providers" was supported with explained according to three perspectives: rationalism, a mean value of 4.28. The market mechanism as the culturalism, and structuralism. motivation for active involvement of all participants Preliminary investigations show that current can be facilitated by supporting this expectation autonomous OCPASCs do not allow service providers because the information on selecting service providers to involve, and they lack a systematic approach for can be linked systematically to service encounters. sustaining information streams. Especially, the benefits 5.3.4 Aspects to Enhance the Performance of for clients and service providers are not obvious. In OCPASCs other words, the structuralist perspective cannot be As mentioned in the inquiry theme, "reasons for implemented unless a third party plays the roles of reluctance to provide or obtain information" imply information designer and facilitator. JAABE vol.14 no.1 January 2015 Ju-Hyung Kim 47 Theoretically, the hard systems approach should References 1) Becker, G. S. 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If the OCPASC provides a proper evaluation system, it can prompt existing service providers to differentiate their services from competitors. 48 JAABE vol.14 no.1 January 2015 Ju-Hyung Kim
Journal
Journal of Asian Architecture and Building Engineering
– Taylor & Francis
Published: Jan 1, 2015
Keywords: architectural service clients; online community; knowledge spiral; marketing; customer power; information systems
