A RESEARCH ON THE CHINESE SERVICES OF A ACCOUNTING FIRM (THAILAND)
Keywords:
Chinese language service, auditing firm, customer satisfaction, Big four accounting firmsAbstract
A accounting firm (Thailand) (the “Firm”) is the world largest professional services providers. This research aims to study factors that influence Chinese clients’ satisfaction to Firm’s Chinese services by researching on the quality of Chinese services, provided Chinese services employees, Chinese website, seminar, and materials.
The research method was done by using quantitative and qualitative approaches. The result of five questionnaires completed by Firm’s employees, 102 questionnaires completed by Firm’s Chinese clients, an interview of two senior employees and academic research were analysed the current performance and areas of needed improvement. The writer used SWOT analysis to identify strength, weaknesses, opportunities, and threats of the Firm’s Chinese services, to assess problems and to recommend solutions.
The result of the research demonstrated that Chinese clients highly satisfy with employees’ attitudes and working performance, simple and user-friendly interface of the Chinese website, and free Chinese seminar, Chinese registration service and Chinese materials. Nonetheless, the Firm needed to reconsider of recruiting more employees, providing Chinese language training importantly relevant to email writing, Chinese business language, the different using words of Taiwan and Mainland China clients, reducing service fee or providing special offer for a bundle buying package, adding FAQs, Op-In offer, and clients’ positive comments into the Chinese website and finally, promoting Chinese services in the social media more frequently.
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