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Service quality and customer satisfaction in Thailand’s audit firms

Pringviriya, Nuchsara and Fadzil, Faudziah Hanim and Syed Ismail, Syed Soffian (2015) Service quality and customer satisfaction in Thailand’s audit firms. In: Burapha University International Conference 2015, 10-12 July 2015, Bangsaen Chonburi, Thailand. (Unpublished)

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Customer satisfaction is an important factor for firms.In the high levels of competition, many firms are trying to increase customer satisfaction.Increasing customer satisfaction decreases customer complaints, increase repurchase intentions, get higher future profitability and lead to better financial performance.Service quality is a key factor for customer satisfaction. It is an important tool for audit firms for increasing their income and market share.The aim of this research is to determine whether service quality will affect customer satisfaction in Thailand’s audit firms. Perceived service quality of audit firms were measure by adapted and modified 22 items of SERVQUAL scale. The seven-point Likert scale was used for measuring all of the observed variables (service quality and customer satisfaction) which ranged from “1 = strongly disagree” to “7 = strongly agree”.The design of this study used the survey method with data collection through questionnaire by mailing to president/director, accounting manager, or department head of finance and accounting department who act as an agent for their companies and play and important roles in engaging auditor for the audit works. The data were collected from a sample of 296 companies listed on the Stock Exchange of Thailand that spans all of the eight industries during the 2nd quarter of 2014. There are: 1) Agro and Food Industry 2) Consumer Products 3) Financials 4) Industrials 5) Property and Construction 6) Resources 7) Services and 8) Technology. All of these are using auditors under Thailand law and regulations and approved by the office of the Stock Exchange of Thailand in order to audit the Securities and Exchange Commission registrants.In order to test the research hypotheses, correlation and regression analysis was used.Empirical findings of the research show that perceived service quality of audit firms affects customer satisfaction.The results of the findings suggest that audit firm needs to emphasise on service quality.This is to their service quality is usually assessed by measures of the service provider’s relationship with customers.Thus, audit firm service management should pay attention to staff skill improvement and offering fast and efficient services.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Service qulaity; customer satisfaction; SERVQUAL scale; Thailand’s audit firms
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Prof. Madya Dr. Faudziah Hanim Fadzil
Date Deposited: 02 Sep 2015 08:52
Last Modified: 17 Apr 2016 02:34
URI: http://repo.uum.edu.my/id/eprint/15368

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