The exploitation of market knowledge within relationship orientated small accountancy practices

Ian Chaston, Phil Megicks and Jasmine Williams

The Service Industries Journal, 2005, vol. 25, issue 7, 845-860

Abstract: Within the academic literature there is general acceptance that customer knowledge competence can have a critical influence over whether a firm can successfully achieve a market advantage over competition. There is, however, only limited empirical evidence to support this perspective. This study utilises a previously developed customer knowledge survey tool to compare knowledge management practices within small relationship orientated accountancy practices and small, transactionally orientated firms. The survey was undertaken across a sample of small UK accountancy practices. Results suggest that compared to their transactional counterparts, small relationship orientated firms perceive that customer knowledge is an important aspect of the marketing process. Small, relationship orientated practices also appear to recognise the importance of operating a structured knowledge management system within their organisations.

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:25:y:2005:i:7:p:845-860

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DOI: 10.1080/02642060500134084

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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