Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Relationship marketing for auditors: A qualitative study on how SME auditing firms practicerelationship marketing
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Previous research show that there is a need for marketing strategies in SMEs that offer professional services, such as auditing firms. Also, the combination of marketing and auditing is a fairly new concept, due to legal and ethical regulations. Besides, since marketing and auditing have different business functions, it can be challenging for the auditors to practice marketing that does not discredit the profession. Lastly, the new competitiveness in the industry, calls for a need for marketing but since these SMEs lack in resources it is believed that relationship marketing can be a beneficial strategy for these firms due to its low cost approach.

Research question: How do SME auditing firms practice relationship marketing?

Purpose: The study aims to describe how and why SME auditing firms use relationship marketing as a marketing strategy.

Method: This study is based on an abductive approach with semi-structured interviews with twelve people with different positions at firms in Halland and Malmö.

Theoretical Framework: The theory consists of four blocks, which mainly focus on relationship marketing. However, theory about SMEs, services and professional services marketing is also presented due to the choice of industry and delimitations.

Findings: The findings show that many SME auditing firms lack formal plans and strategies for relationship marketing, often due to lack of resources, interest or knowledge. However,the firms practice relationship marketing even if they do not define it as such, through value adding activities or services for their customers, that lie on top of the fundamental servicethey offer.

Place, publisher, year, edition, pages
2019. , p. 63
Keywords [en]
Auditing, SME, Relationship marketing & Professional services
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-39886OAI: oai:DiVA.org:hh-39886DiVA, id: diva2:1327637
Educational program
Study Programme in Business and Economics, 240 credits
Supervisors
Examiners
Available from: 2019-06-20 Created: 2019-06-19 Last updated: 2019-06-20Bibliographically approved

Open Access in DiVA

fulltext(4562 kB)33 downloads
File information
File name FULLTEXT02.pdfFile size 4562 kBChecksum SHA-512
aad9f98091bd925cccaf3341ad4b86ddb613ddf4e1acb9582b9dab4a4da83b546282f2a0a644d4b2ef6510d5d7e02d97b85b8ca5d1f1cf28da6c6eb6d0e3d0f5
Type fulltextMimetype application/pdf

By organisation
School of Business, Engineering and Science
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 33 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 57 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf