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An exploratory study of the selection criteria used by Hong Kong listed companies selection of CPA firms.

by Chui Kit Yee, Gloria, Mak Oi Yi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 76-78). / ABSTRACT --- p.ii / ACKNOWLEDGEMENT --- p.iv / TABLE OF CONTENTS --- p.v / Chapter I. --- INTRODUCTION --- p.1 / Background --- p.1 / Scope of the study --- p.3 / Objectives of the study --- p.3 / Justification of the study --- p.4 / Chapter II. --- CPA FIRMS' EXISTING MARKETING PRACTICES --- p.5 / Service marketing vs. product marketing --- p.5 / Service characteristics vs. product characteristics --- p.5 / Characteristics of professional services --- p.5 / Consumer evaluation of CPA firms' services --- p.3 / Relationship marketing --- p.9 / The Importance of Relationship Marketing to Service Industry --- p.9 / Definition of relationship marketing --- p.10 / Strategies used by CPA firms --- p.11 / Promotional activities of CPA firms --- p.12 / Different practices between CPA firms in Hong Kong and other English-speaking countries --- p.12 / Promotional tools used for existing and potential clients --- p.14 / Chapter III. --- METHODOLOGY --- p.15 / Secondary Data Collection --- p.15 / Primary Data Collection --- p.15 / Exploratory research with CPA firms in Hong Kong --- p.15 / Preliminary Field Research --- p.16 / Descriptive Research --- p.17 / Questionnaire Design --- p.17 / Chapter IV. --- DATA ANALYSIS AND INTERPRETATION --- p.19 / Data Analysis --- p.19 / General Characteristics --- p.19 / Characteristics of External Auditors --- p.20 / Consumer Decision Making --- p.20 / Deloitte louche Tohmatsu --- p.21 / Interpretation of Results --- p.22 / General Characteristics --- p.22 / Characteristics of External Auditors --- p.23 / Consumer Decision Making --- p.24 / Chapter V. --- MARKETING IMPLICATIONS FOR ALL CPA FIRMS IN GENERAL --- p.27 / Marketing Strategies for CPA firms in influencing the selection process of potential clients --- p.27 / Product --- p.29 / Price --- p.30 / Place/Presentation --- p.31 / Promotion --- p.32 / People --- p.33 / Processes --- p.33 / Strategies to sustain clients' satisfaction level --- p.34 / Customer focus --- p.36 / Process improvement --- p.38 / Total involvement --- p.38 / Chapter VI. --- MARKETING IMPLICATIONS FOR DELOITTE TOUCHE TOHMATSU --- p.40 / Data Collected from Market Survey --- p.40 / Marketing in Deloitte Touche Tohmatsu --- p.41 / Competition Analysis --- p.42 / Recommendations to Deloitte Touche Tohmatsu --- p.44 / Marketing Orientation --- p.44 / Situation Analysis --- p.46 / Competition Analysis --- p.47 / Business Environment Analysis --- p.47 / Product Analysis --- p.48 / Marketing Analysis --- p.48 / Marketing Opportunity Analysis --- p.48 / Chapter VII. --- LIMITATIONS --- p.49 / Secondary Study --- p.49 / Sampling Method --- p.50 / Questionnaire Design --- p.51 / Chapter VIII. --- CONCLUSION --- p.52 / APPENDICES / IN-DEPTH INTERVIEW QUESTIONS --- p.53 / PRELIMINARY QUESTIONNAIRE --- p.55 / QUESTIONNAIRE --- p.57 / RESULTS OF DATA ANALYSIS - OVERALL SAMPLE --- p.60 / RESULTS OF DATA ANALYSIS - BIG SIX GROUP --- p.62 / RESULTS OF DATA ANALYSIS- NON-BIG SIX GROUP --- p.64 / RESULTS OF DATA ANALYSIS -DELOITTE GROUP --- p.66 / RESULTS FROM ANALYSIS OF VARIANCE AND CROSS-TABULATION… --- p.68 / DELOITTE'S COMMUNICATION CIRCLE --- p.74 / DELOITTE'S 10 CLIENT SERVICES STANDARD --- p.75 / BIBLIOGRAPHY --- p.76

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318266
Date January 1995
ContributorsChui, Kit Yee Gloria., Mak, Oi Yi., Chinese University of Hong Kong Graduate School. Division of Business Administration.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, vii, 78 leaves : ill. ; 30 cm.
CoverageChina, Hong Kong, China, Hong Kong
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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