Audit Service Quality And Loyalty To Audit Firms: Empirical Evidence From Vietnam

Abstract

The purpose of this article is to understand the relationship between audit service quality and loyalty to the audit firm from the perspective of audit clients. The analysis of 268 survey samples from managers, chief accountants, members of the supervisory board, internal auditors and client company accountants by quantitative research method and regression analysis shows that, 7 factors of audit service quality have a significant influence on the loyalty of audit customers are arranged in descending order, as follows: Auditor responsiveness; Auditor's professional competence; Auditor's ability to perform the work; Auditor's independence; Auditor's experience; Auditor's assurance; and Auditor's reputation. The findings from the empirical research are the basis for the author to make recommendations and suggestions to audit firms to improve the quality of auditing, thereby helping audit firms maintain traditional customers, gradually reach potential customers, and dominate the audit market share in Vietnam in the coming time.