Buying and marketing CPA services

摘要: Abstract How do business customers evaluate the level of service quality they receive from buying certified public accounting services? can CPAs help nurture long-term relationships with their clients? Based on an in-depth survey CPA client perceptions, this article answers these two key questions. well manage working clients and responsiveness to needs are major forces affecting clients' judgments provided. Clients' perceptions affect intentions recommend friends associates. The research approach used here may serve as a useful guide for marketing managers who planning conduct audits firms' clients.