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Publisher Summary This chapter describes the comparison of accountant's perceptions toward marketing and advertising in Hong Kong and Malaysia. The Hong Kong sample was drawn from the Hong Kong Yellow Pages telephone directory that provided a list of 360 CPA firms. Accountants in both countries showed a significant difference in opinion on statement 1, all accounting firms should be allowed to advertise. In Hong Kong, 71.25% of the respondents disagreed with this statement whereas in Malaysia only 44.7% disagreed. In addition, the Hong Kong respondents disagreed more strongly that accounting firms should not have marketing departments than their counterparts in Malaysia. Being professional, these two groups of respondents all agreed very strongly that service quality is the best promotional tool. A total of 94.2% of the Malaysia respondents agreed that accounting firms tailor their services according to the needs of the clients whereas 82.5% in Hong Kong agreed to this statement. In the same direction, Malaysia accountants showed much stronger disagreement to the statement, differences between the qualities of competing firms are insignificant, and unimportant, than their Hong Kong counterparts. |
