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CPA Firm Alumni as a Marketing Resource

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Venkatarama M. Iyer, Associate Professor (Creator)
Institution
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: One way accounting firms can identify potential sources of referrals and new business is to look to past employees, or alumni, Although major firms recognize the importance of maintaining relationships with their alumni, no prior research has directly examined alumni systems in CPA firms or other business organizations. Therefore, an exploratory study was conducted to identify characteristics of employee and alumni programs that appear to influence the marketing value of alumni. Results indicate that several variables affect an alumnus' identification with and predisposition to benefit the firm. Suggestions are offered on ways the firm can positively influence these variables. Many implications also apply to other types of professional services firms.

Additional Information

Publication
Journal of Professional Services Marketing. 17 (2): 17-30
Language: English
Date: 1998
Keywords
Accounting, CPA firms, referrals, relationship marketing