hkr.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Revisorers attityder och resonemang kring marknadsföring av revisionstjänster
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med studien är att förstå revisorers attityder och resonemang kring marknadsföringen av revisionstjänster.

Studien utgår ifrån en abduktiv ansats och kvalitativa metoder i form av personliga intervjuer har genomförts.

Studiens teoretiska referensram innefattar teorier och centrala begrepp utifrån vetenskapliga artiklar. Begrepp som behandlas är profession, attityder och revisorers användning av marknadsföring.

Det empiriska materialet är insamlat genom åtta intervjuer med revisorer runt om i Skåne. Huvudsakligen har attityder och resonemang kring marknadsföring, förändring av marknadsföring, marknadsföringsmetoder och kundrelationer jämförts och analyserats.

Studiens empiriska analys visade att respondenterna refererar olika till begreppet marknadsföring, vilket kan anses vara en anledning till de positiva respektive neutrala attityderna. Dessutom iakttogs skilda attityder gentemot marknadsföring beroende på revisionsbyråns storlek. Respondenter från större byråer hade mer positiva attityder i förhållande till respondenter från små byråer.

Abstract [en]

The study aims to understand the auditors' attitudes and reasoning about the marketing of audit services.

The study is based on an abductive approach and qualitative methods through personal interviews.

The theoretical framework includes theories and concepts based on scientific articles. The covered concepts include profession, attitudes and auditors' use of marketing.

The empirical data is collected through eight interviews with auditors around Skåne. Mainly, attitudes and reasoning about marketing, change of marketing, marketing methods and customer relationships were compared and analyzed.

The studys’ empirical analysis showed that the respondents refer differently to the concept of marketing, which can be considered as a reason for the positive and neutral attitudes. Furthermore, it was observed that the respondents showed various attitudes toward marketing, depending on the size of the auditing firm. Respondents from larger firms had more positive attitudes in relation to respondents from small firms.

Place, publisher, year, edition, pages
2014. , 50 p.
Keyword [en]
Auditor, audit profession, attitudes, reasoning, marketing
Keyword [sv]
Revisor, revisionsprofession, attityd, resonemang, marknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-12515OAI: oai:DiVA.org:hkr-12515DiVA: diva2:736342
Educational program
Degree of Bachelor of Science in Business and Economics
Supervisors
Examiners
Available from: 2014-08-19 Created: 2014-08-06 Last updated: 2014-08-19Bibliographically approved

Open Access in DiVA

Revisorers attityder och resonemang kring marknadsföring av revisionstjänster(614 kB)150 downloads
File information
File name FULLTEXT01.pdfFile size 614 kBChecksum SHA-512
6b4e1d82fe50e3fb27b9c72ac2756431e4ef54199e1c884c7bd70a6d963e927ad3f4331ba322c5f059e82ac71350bf500dd00786ada28172cca13b9519e823b1
Type fulltextMimetype application/pdf

By organisation
School of Health and Society
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 150 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 250 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf