Decisions to Use Quick Accounting Company Limited

Abstract

              The objectives of this research were 1) to study factors in the marketing mix used in making decisions to use services provided by Quick Accounting Company Limited, 2) to study decisions made in selecting Quick Accounting Company Limited, 3) to compare the decisions made by different personal data and organizations, and 4) to examine factors in the marketing mix affecting decisions to use services provided by Quick Accounting Company Limited. The research employed quantitative methods. The sample group included 250 entrepreneurs who were customers of Quick Accounting Company Limited. A questionnaire was constructed as the main instrument to collect data. The data were analyzed with percentage, mean, t-test, One-way ANOVA, and multiple regression analysis.

             The research gained the following findings. 1) The factors in the marketing mix were used at a high level in making decisions to use services provided by Quick Accounting Company Limited. 2) The decisions in selecting Quick Accounting Company Limited were made at a high level. 3) Differences in age, education levels, capital, business types, business patterns, and annual profits caused differences in making decisions to hire Quick Accounting Company Limited. 4) The marketing mix factors (products, distribution channels, marketing promotion, processes, and physical characteristics affected the decisions made to hire Quick Accounting Company Limited at a statistically significant level of .05.

              It is recommended that the executives of the accounting company should focus on service quality, clear bidding detail, communication channels that directly reach customers without middlemen, effective commercials, expert service staff, and safe customer document storage.