| Summary: | 碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 97 === Abstract
At present, the domestic accounting firms more competitive, the market is also close to capacity. After Taiwan entered the WTO and the changes in cross-strait （China and Taiwan）economic relations, the domestic accounting firms will not only domestic firms face competitive pressure from all over the world need to face the competitive pressures. And in the global financial crisis caused by economic downturn under the impact of the major accounting firms and audit business decline, the trend shows that market services will account for non-audit business, and accounting firms as well as how to be associated with the formulation of business strategy to become a very important topic.
In addition to the accounting firm must to strengthen its competitiveness to face the upcoming competition. The challenges and opportunities forcing accountants to change the current conservative industry management and business strategy to absorb the new thinking to develop their own in the new century market opportunities.
In this study, from the economic and social driving forces and resources to explore the three levels of customer trust and the impact of satisfaction, in turn, customer loyalty (customers continue to appoint the accounting firm will of) the impact, and the use of AMOS 4.0 statistical software, structural equation model-building analysis to verify. The study found that satisfaction of the trust, the will and word-of-mouth resume a positive relationship between both; trust wishes to resume a positive relationship, but word-of-mouth is no significant impact; economic value of the satisfaction a positive relationship; shared values to improve the confidence of customers had no significant impact; interaction (communication) to enhance customer satisfaction showed a positive relationship, but did not improve the confidence of customers significant impact; professional knowledge for improve customer satisfaction and trust are a positive relationship.
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