THE INFLUENCE OF LOYALTY ON CUSTOMER SATISFACTION TO ACCOUNTING SERVICE FIRMS

Abstract

The purpose of this study is to examine the influence of loyalty on customer satisfaction for accounting service firms. Customer loyalty includes six observed variables (scales), and customer satisfaction includes five observed variables (scales). In addition, there are three control variables in the research model: gender, job position, and work experience (career seniority). The quantitative research method and cross-sectional research design were applied in this study. Primary data on 250 employees working as general accountants or chief accountants for firms that are customers of accounting service firms was collected from Hanoi. The results show that customer loyalty has a positive influence on customer satisfaction. However, accounting service firms need to take measures to improve customer satisfaction and loyalty. This study is based on the results of previous studies, accounting service firm practices, and the Vietnamese context, along with recent changes related to the accounting and financial services markets. Based on the research results, we make recommendations for firms providing accounting services.

Keywords: customer loyalty, customer satisfaction, accounting services firms, accounting, accountants

JEL codes: M40, M41, F65, E44