Factors that influence the level of satisfaction and loyalty to Accounting Firm in Bangkok and Metropolitan Area
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Abstract
The objective of this research is to identify the factors Influencing the level of customers' satisfaction and loyalty in choosing the service of an accounting firm in Bangkok and the metropolitan area. The data was collected using a questionnaire using. The sample consisted of 450 entrepreneurs using a stratified random sampling method, including 152 agricultural businesses, 148 wholesale businesses, and 150 construction businesses. The data were analyzed using descriptive statistics including means and standard deviation, as well as structural equation modeling. The results of the study found that the factors affecting customer satisfaction and loyalty to accounting firms in Bangkok and the metropolitan consisted of service quality factor, which have a positive impact on service experience factor, and that the quality of service is important to customers’ satisfaction. which stems from the service providing services that meet customers' needs and impress customers. And also, the service experience factor has a positive effect on the satisfaction factor of customers because the accounting firm's past service experience can build credibility and trust with clients. In addition, the satisfaction factor also has a positive and significant effect on the customer loyalty factor, which is beneficial to the accounting office in creating a competitive advantage.
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