Trust of Accounting Company effect on the selection of entrepreneur in Bangkok Metropolitan Area

Abstract

In this research entitled “Trust of Accounting Company effect on the selection of entrepreneur in Bangkok Metropolitan Area”. The purpose of this research was (1) to investigate the differential demographic factors influencing on levels of perception to Trust of Accounting Company effect on the selection of entrepreneur (2) to study the relationship between service quality and Trust of Accounting Company effect on the selection of entrepreneur (3) to study the relationship between Brand Image ,Brand Loyalty and Trust of Accounting Company effect on the selection of entrepreneur in Bangkok Metropolitan Area . The research was a quantitative research and collected data by survey using 400 questionnaires. A sample was selected from the entrepreneur in Bangkok Metropolitan Area, using simple random sampling method. Data was analyzed using t-Test, F-Test (ONE-way ANOVA) and Multiple Regression Analysis (MRA) with statistical significantly at .05 levels.
The results showed that Age and type of business are different. Affect trust in the use of office services, accounting difference statistically significant at the 0.05 level, the relationship between the factors that influence trust in the use of the service account. The determinants of service quality. Found that service users have the freedom of communication. Polite and friendly. Statistically significant at the 0.05 level, and the relationship with other factors. Factors that influence trust in the use of office services account. Found that service users have a comment about the image of the service. Service and devotion to statistical significance at the 0.05 level.
The researchers suggest that the research data as a guide in determining the quality of service. Image. And loyalty to the accounting company. To cause the trust account to the Office of the operator as possible.