Willingness to pay for accounting services with an accounting firm for Entrepreneurs Bangkok Metropolis and Vicinity
Keywords:
Accounting services, Account office, Willingness to payAbstract
The purpose of this research was to study the willingness to pay for accounting services to the accounting firms of entrepreneurs in Bangkok Metropolitan Area by using a quantitative research model. The population is 458,677 business operators in the Bangkok Metropolitan Area registered with the Department of Business Development. The sampling was stratified with probabilities of 420 cases. The tool is a questionnaire created under the given situations, given prices and hypothetical circumstances regarding to willingness to pay for accounting services. The data was collected via online system with predetermined sample groups and was analyzed by using the Double Bounded Logit Model.
In terms of business model, the results showed that sole proprietors are willing to pay for accounting services at a starting price of 1,812.79 baht per month. Partnerships limited are willing to pay for accounting services at a starting price of 2,700.10 baht per month. Companies Limited are willing to pay for accounting services at a starting price of 4,498.88 baht per month. In terms of registered capital, entrepreneurs with a registered capital less than 5 million baht are willing to pay for accounting services at a starting price of 1,264.98 baht per month. Entrepreneurs with a registered capital of 5-10 million baht are willing to pay for accounting services at a starting price of 3,104.44 baht per month. Entrepreneurs with a registered capital of more than 10 million baht are willing to pay for accounting services at a starting price of 5,125.12 baht per month. From this research, the accounting firm can accurately formulate pricing policies and marketing strategies that meet each group of entrepreneur.
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