| The current situation of accounting firm at present causes anxiety, for example, a lot of accounting firms are not hesitating to lower costs by way of offering the discount to the enterprises who accept its service in order to get the business, and meanwhile the accounting firm have the problem that lack the training for staffs recruited, and the situations that there are a large number of uses of the low-priced interns and staff's large workloads in order to lower costs, and thus these problems lead to the fact the service quality drops, the service products (audit report, reported of tax consulting etc.) offered can not bring real value to the customer, that cause the loyalty decline of customer's enterprises.This paper select accounting firm as the research object, and probe into the relationship among customer loyalty and the factors that include service quality, satisfaction, conversion cost and so on by questionnaire from the angle of enterprises that accept the service of accounting firm. The innovation of this paper is the introduction of customer loyalty of accounting firms for the first time and attempting to improve customer's loyal consciousness of accounting firm.This text puts financial staffs of the Gold common group in Beijing ,Nonferrous Metals Institute of processing and designing in the city of Luo yang, Henan province, Guangdong Provincial Publishing Group and other units as the questionnaires issued, and measure several following questions through using the software of SPSS13.0: Carry on statistical analysis and factor analysis for five respects of service quality, satisfaction, importance of service and goods, reliability and conversion cost to draw the factors of influencing each factor; Carry on factor analysis of customer's loyalty of the accounting firm to extract customer's loyal dimensions of composition. Carry on relevance and regression analysis to customer's loyal dimensions of composition and customer loyalty factors extracted. |
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