Research note: marketing accounting services

Emerald - Tập 12 Số 6 - Trang 68-81 - 1995
N.C.Mangos1, B.H.Roffey1, J.A.Stevens1
1School of Commerce, The Flinders University of South Australia, Bedford Park, Australia

Tóm tắt

Reviews research on marketing attitudes, strategies and effectiveness of marketing tools in accounting firms in the USA, UK, Hong Kong and Australia, and compares the findings with a recent multiple case study of Australian accounting firms. The Australian study analysed firms′ use/non‐use of marketing plans, image development strategies and image perception, network/ referral strategies, promotional and client acquisition practices, and strategies for building and maintaining client confidence. The study identified some consistencies and differences in marketing strategies between small and medium firms, and within the small and medium firm groups. The finding that none of the firms in the study used systematic measures of marketing effectiveness was consistent with the majority of international studies examined. Synthesizes the research findings in relation to strategic services marketing, quality service management, and assessing marketing effectiveness, and raises future research methodological considerations.

Từ khóa


Tài liệu tham khảo

Ahmed, Z. and Hopson, J. (1990), “A strategic plan for marketing accounting services”, CPA Journal, Vol. 60 No. 10, pp. 50‐7.

Andrews, T.F. (1992), “Client satisfaction: myth or reality”, Ohio CPA Journal, Vol. 21 No. 5, pp. 30‐6.

Andrus, D., Ott, R. and Donnelly, D. (1990), “Business client satisfaction with large vs. small firm tax services”, Journal of Professional Services Marketing, Vol. 5 No. 2, pp. 33‐8.

Ardnit, T.L. and Hanks, G.F. (1976), “Advertising – yes/no: the opinions behind the vote”, The Woman CPA, April. pp. 19‐21.

Babakus, E. and Boller, G. (1992), “An empirical assessment of the SERVQUAL scale ”, Journal of Business Research, Vol. 24, pp. 252‐68.

Bendixen, M. (1993), “Advertising effects and effectiveness”, European Journal of Marketing, Vol. 27 No. 10, pp. 19‐32.

Berry, L. and Parasuraman, A. (1991), Marketing Services: Competing through Quality, Free Press, New York, NY.

Bojanic, D. (1991), “Quality measurement in professional services firms”, Journal of Professional Services Marketing, Vol. 7 No. 2, pp. 27‐36.

Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. (1993), “A dynamic process model of service quality: from expectations to behavioural intentions”, Journal of Marketing Research, Vol. 30, February, pp. 7‐27.

Burton, G. (1991), “Attitudes toward the advertising by lawyers, doctors and CPAs ”, Journal of Professional Services Marketing, Vol. 8 No. 1, pp. 115‐27.

Carman, J. (1990), “Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions”, Journal of Retailing, Vol. 66 No. 1, pp. 33‐55.

Crane, F. (1991), “Consumer satisfaction/dissatisfaction with professional services”, Journal of Professional Services, Vol. 7 No. 2, pp. 19‐25.

Cravens, D. (1987), Strategic Marketing, 2nd ed., Irwin, Homewood, IL.

Cronin, J. and Taylor, S. (1992), “Measuring service quality: a reexamination and extension”, Journal of Marketing, Vol. 56, July, pp. 55‐68.

Darling, J.R. and Hackett D.W. (1978), “The advertising of fees and services: a study of contrasts between and similarities among professional groups ”, Journal of Advertising, Spring, pp. 23‐34.

Diamantopoulos, A. (1994), “ Modelling with LISREL: a guide for the uninitiated”, Journal of Marketing Management, Vol. 10, pp. 105‐36.

Diamantopoulos, A., O′Donohoe, S. and Lane, J. (1989), “A comparison of advertising practices within the accounting profession”, The Service Industries Journal, Vol. 9 No. 2, pp. 280‐96.

Diamantopoulos, A., O′Donohoe, S. and Lane, J. (1990), “Modelling advertising decisions by accountants: a path analysis”, Accounting Review, Vol. 22, pp. 3‐26.

Evans, J. and Berman, B. (1990), Marketing, 4th ed., Macmillan, New York, NY.

Fay, M. and Bell, J. (1990), “After the deluge – accountants, advertising and competition”, Accountants′ Journal, Vol. 2, pp. 48‐51.

Folland, S., Peacock, E. and Pelfrey, S. (1991), “Advertising by accountants: attitudes and practice”, Journal of Professional Services Marketing, Vol. 6 No. 2, pp. 97‐112.

Gavin, D. (1983), “Quality on the line”, Harvard Business Review, Vol. 61, September‐October, pp. 65‐73.

Glaser, B. and Strauss, A. (1967), The Discovery of Grounded Theory: Strategies for Qualitative Research, Aldine, New York, NY.

Grönroos, C. (1983), Strategic Management and Marketing in the Service Sector, Marketing Science Institute, Boston, MA.

Grönroos, C. (1990), Service Management and Marketing, Lexington Books, Lexington, MA.

Hague, P. (1989), “Accountants discover marketing”, Industrial Marketing Digest, Vol. 14 No. 2, pp. 87‐95.

Headley, D. and Choi, B. (1992), “Achieving service quality through gap analysis and a basic statistical approach”, The Journal of Service Marketing, Vol. 6 No. 1, pp. 5‐13.

Hite, R. and Bellizzi, J. (1986), “Consumers′ attitudes toward accountants, lawyers, and physicians with respect to advertising professional services ”, Journal of Advertising Research, June‐July, pp. 45‐54.

Hite, R.E. and Fraser, C. (1988), “Meta‐analyses of attitudes towards advertising by professionals”, Journal of Marketing, Vol. 52, July, pp. 95‐105.

Hodge, T., Brown, M. and Lumpkin, J. (1990), “The use of marketing plans and advertising among accounting firms: is this profession a viable candidate for marketing?”, Journal of Professional Services Marketing, Vol. 6 No. 1, pp. 43‐52.

Holbrook, M. and Corfman, K. (1985), “Quality and value in the consumption experience: Phaedrus rides again”, in Jacoby, J. and Olson, J. (Eds), Perceived Quality, Lexington Books, Lexington, MA.

Kotler, P. and Bloom, P. (1990), Marketing of Professional Services, Prentice‐Hall, Englewood Cliffs, NJ.

Lacy, F.J. (1988), “Marketing professional services: gathering and using information from internal and external sources”, Journal of Professional Service Marketing, Vol. 3 No. 3, pp. 9‐22.

Lewis, B. and Mitchell, V. (1990), “Defining and measuring the quality of customer service”, in Berry, L., Shostack, G. and Upah, G. (Eds), Emerging Perspectives on Service Marketing, American Marketing, Vol. 2 No. 4 , pp. 37‐43.

Lovelock, C.H. (1991), Services Marketing, 2nded., Prentice‐Hall, Englewood Cliffs, NJ.

Mangos, N., Roffey, B. and Job, J. (1995), Marketing Accounting Services, Prentice‐Hall, Sydney.

Marts, J., Honeycutt, E. and Keenan, J. (1989), “How CPA firms market their services”, Journal of Accountancy, February, pp. 111‐13.

Morgan, N. (1988), “Marketing in professional accounting firms”, Marketing: Past, Present and Future, Proceedings Annual Conference of the Marketing Education Group, July, pp. 541‐60.

O′Donohoe, S., Diamantopoulos, A. and Petersen, N. (1991), “Marketing principles and practice in the accounting profession: a review”, European Journal of Marketing, Vol. 25 No. 6, pp. 36‐53.

Parasuraman, A., Zeithaml, V. and Berry, L. (1985) “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49, Fall, pp. 41‐50.

Parasuraman, A., Zeithaml, V. and Berry, L. (1988), SERVQUAL: a multiple‐item scale for measuring consumer perceptions of service quality“ , Journal Retailing, Vol. 64 No. 11, pp. 12‐40.

Reed, P. (1992), Marketing Planning and Strategy, Harcourt Brace Jovanovich, Sydney.

Sample, R (1991), “Surviving the recession”, National Public Accountant, Vol. 36 No. 111, pp. 22‐5.

Stanton, W., Miller, K. and Layton, R. (1991), Fundamentals of Marketing, ( 2nd Australian ed.), McGraw‐Hill, Sydney.

Stanton, W., Miller, K. and Layton, R., (1994), Fundamentals of Marketing, ( 3rd Australian ed.), McGraw‐Hill, Sydney.

Stevens, R., Loudon, D., McConkey, C. and Dunn, P. (1992), “Accountants and advertising: image vs. need”, The National Public Accountant, September, pp. 46‐51.

Strauss, A. and Corbin, J. (1990), Basics of Qualitative Research: Grounded Theory Procedures and Techniques, Sage, Newbury Park, CA.

Tomkins, C. and Groves, R. (1983a), “The everyday accountant and researching his reality”, Accounting, Organizations and Society, Vol. 8 No. 4, pp. 361‐74.

Tomkins, C. and Groves, R. (1983b), “The everyday accountant and researching his reality: further thoughts”, Accounting, Organizations and Society, Vol. 8 No. 4, pp. 407‐15.

Tootelian, D. and Gaedeke, R. (1990), “Marketing of professional services as applied to tax professionals: representation of the client, public, or profession?”, Journal of Professional Services Marketing, Vol. 6 No. 11, pp. 17‐52.

Traynor, K. (1983), “Accountant advertising: perceptions, attitudes and behaviors ”, Journal of Advertising Research, Vol. 23 No. 6, pp. 35‐40.

Willmott, H. (1983), “Paradigms for accounting research: critical reflections on Tomkins and Groves′ ‘Everyday accountant! and researching his reality’”, Accounting, Organizations and Society, Vol. 8 No. 44, pp. 389‐475.

Yau, O. and Wong, T., (1990 ), “Flow do CPA firms perceive marketing and advertising”? A Hong Kong experience“, European Journal of Marketing, Vol. 24 No. 2, pp. 42‐54.

Yin R. (1989), Case Study Research: Design and Methods, Sage, Newbury Park, CA.

Zeithaml, V., Berry, L. and Parasuraman, A. (1988), “Communication and control processes in the delivery of service quality”, Journal of Marketing, April.

Zorski, C. (1990), “The client survey: a practice development tool”, The National Public Accountant, April, pp. 18‐23.

Thông tin
Thông tin xuất bản

Emerald

Tập 12 Số 6

68-81

Thông tin tác giả