The Peace Innovation of Communication for Enhancing Customer Loyalty in Audit Firms
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Abstract
The research article consisted of the following objectives: 1) to explore problems, concepts and theories, as well as the Buddhist peaceful means of communication development, in order to foster customer loyalty in audit firms; and 2) to develop peace innovation of communication for enhancing customer loyalty in audit firms. The study used a mixed-method approach with an exploratory sequential design. The data collection instruments included in-depth interviews with 26 individuals and focus group discussions with 7 individuals recruited through purposive sampling. The pilot experiment was conducted by training twelve accounting professionals. The evaluation was based on an assessment form of communication to increase customer loyalty in audit firms. The data collected were analyzed using a t-test, participant observation, and after action review (AAR) by the training participants.
From the study, the following results were found: 1) There is strong price competition among auditing firms, causing problems with customer loyalty. The modern scientific concepts, i.e. audit quality, and relaxed and friendly communication that creates customer loyalty, have been applied with Buddhist peaceful means, Saṅgahavatthu (the four bases of social solidarity) and well-spoken words, in order to promote customer loyalty in audit firms; 2) The peace innovation of communication for enhancing customer loyalty in audit firms requires a two-day training and a 21-day follow-up, with the following content: (1) awareness of the importance of communication, (2) a friendly community, (3) understanding of customer expectations, (4) professional competence, (5) communication management with each other, and (6) loving-kindness in communication. After the training, the posttest of communication to foster customer loyalty in audit firms is higher than the pretest with a statistical significance of 0.05, with a t-test of 2.54. The knowledge gained is the “AUDIT model”.
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