Summary
Developing and cultivating relationships is a common preoccupation and a form of social investment in Chinese society. Because of the emphasis on differentiated relationships, Chinese seems to have a much stronger tendency to divide people into categories and treat them accordingly. Especially, professional services which require closed relationship and highly personal contacts will need to maintain good relationship marketing with its clients. The purpose of this research is to examine the effect of Certified Public Accountants (CPA) firms' characteristics on Relationship Marketing Orientation (RMO) of professional staffs employed in Taiwan. The proposed hypotheses are tested in Taiwan CPA professional firm where long-term relationships are frequent with the profitable clients. The hypotheses were evaluated using an ANOVA analysis, which associates relationship marketing activities such as bonding, empathy, reciprocity, trust, communication, shared value, commitment with CPA firm's sizes, staffs' educational levels as well as their rank characteristics.
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Extract
The Relationship of Cpa Firm's Characteristics and Relationship Marketing Orientation in Taiwan
INTRODUCTION
Several studies on services marketing have suggested that in order to acquire and maintain a competitive edge, service organizations should develop long-term relationships with their customers (Gronroos, 1994; Berry, 1995). A majority of relationship marketing orientation studies have been undertaken in the West. However, according to Confucianism, an individual is fundamentally a social or relational being. Developing and cultivating relationships is a common preoccupation and a form of social investment in China (Sin, et. ah, 2002). Because of the emphasis on differentiated relationships, Chinese seems to have a much stronger tendency to divide people into categories and treat them accordingly. That tendency to treat people differentially on the basis of one's relationship with them explains why having close relationship is of such importance in Chinese society (Tse, et. ah, 2003; Ganesan, 1994). Good marketing relationships are difficult for competitors to imitate, especially...See the full content of this document
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