Awareness, Satisfaction and Willingness to Pay Remuneration for Architectural Services among Clients in Nigeria

Abstract

This study assessed relationships between awareness, satisfaction, and willing(ness)-to-pay (WTP) remuneration for architectural services from client perspectives toward improving the public image and business performance of architects in Nigeria. Likert ratings of 16 officially approved architectural services based on residential developments from 97 respondents using descriptive statistics, t-tests, and regression analysis revealed that clients obtained architectural information through word-of-mouth referrals from friends, colleagues, architects and finally, through digital media. Respondents were significantly more aware (mean 2.75 on a 4-point Likert scale) than were WTP for architectural services (mean 2.12), P = 0.000. Clients were WTP for only production of construction drawings and site supervision. Awareness significantly predicted WTP (β = −0.7, Exp (β) = 4.106, P = 0.003) in a model including age and income which explained 36% of the variance in WTP. Satisfaction with architectural services negatively predicted WTP (β = −0.77, Exp(β)=0.462, P = 0.16), implying that client satisfaction, a key performance indicator for architects, was no guarantee for WTP. Revisions to professional fees and code of ethics are recommended to allow architects and allied professionals advertise and market their services through online and social media outlets. Architects should also leverage on interior, furniture, fittings, and component design to improve remuneration and business performance.