Role of Service Quality, Price, and Firm Image on Customer Satisfaction in Philippine Accounting Firms

Sandra Brucal,Indra Abeysekera,Cris Corpuz,Raul David

doi:10.3390/jrfm15020075

Sandra Brucal, Indra Abeysekera + Show 2 more

Open Access

https://doi.org/10.3390/jrfm15020075

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Abstract

This study examines the service quality of accounting firms in Pampanga, Philippines, and their customers’ satisfaction. Using the SERVQUAL model, the study explores the effect of service quality, price, and firm image on client satisfaction of accounting firms. The study conducted a field survey questionnaire using convenience sampling and collected 59 client-firm responses. The findings suggest that accounting firm clients are satisfied with the services they receive from their respective providers. Regression analysis indicates that service quality significantly affects only customer satisfaction. Price has a significant effect on service quality. The duration a client stays with the firm and services provided to the client also significantly impact controlling service quality. Additional testing shows that service quality mediates the influence of service price on customer satisfaction. The findings guide accounting firms to improve their client service quality.

Highlights

Measuring service quality is imperative to accounting firms because higher levels of service quality are associated with higher customer satisfaction
When the service quality dimensions were isolated as dependent variables, only assurance (β = 0.386, p = 0.005), empathy (β = 0.293, p = 0.042), and reliability (β = 0.397, p = 0.006) significantly predicted customer satisfaction
The mean ratings suggest that generally, the respondents were very satisfied with the overall service quality and service quality dimensions (x > 4.00) of the accounting firms in Pampanga, Philippines

Summary

Introduction

Due to very minimal research and lack of primary data surrounding customer perceptions on the quality of services provided by accounting firms in Pampanga, Philippines, we were motivated to examine this inter-relationship. They play a vital role in business-to-business relations. In this relationship, professional firms hold a commanding position in knowledge and developing competitive advantage for their clients (Siahtiri 2017). Professional firms hold a commanding position in knowledge and developing competitive advantage for their clients (Siahtiri 2017) They engage in intensive interpersonal communication with clients. Professional service firms offer services that require high credibility from the delivery firm, given that clients have a lack of knowledge and expertise to evaluate their credibility (Sarapaivanich and Patterson 2016)

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