What question did this study set out to answer?

The aim is to explore how customer satisfaction as a marketing asset influences auditing fees and business risk perceptions.

July 24, 2026Cogent Business & Management0 citationsOpen Access

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Do external financial auditors value marketing assets? The case of customer satisfaction

BOBo Ouyang YSYuan Shi GWGuangping Wang

Key Points

The aim is to explore how customer satisfaction as a marketing asset influences auditing fees and business risk perceptions.
Analyzed data from 160 firms between 2000 and 2019.
Statistical methods were employed to test the hypotheses.
Assessed the relationship between customer satisfaction and auditing fees.
Higher customer satisfaction leads to reduced business risk for auditors.
Lower auditing fees are associated with firms showing high levels of customer satisfaction.
Customer satisfaction is validated as a valuable marketing asset affecting financial assessments.

Abstract

This study theorizes that customer satisfaction of a client firm should reduce the business risk for the external financial auditor and consequently the fees charged for auditing the client’s financial statements and such reduction should be more pronounced for certain groups of firms. We collect data from multiple sources that consists of 160 firms between 2000 and 2019 to test our hypotheses, and find robust support for our hypotheses. The results show the impact of customer satisfaction as a marketing asset on yet another aspect of the financial market and demonstrate the worthiness of marketing investment in customer satisfaction.

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Cite This Study

Ouyang et al. (Tue,) studied this question.

synapsesocial.com/papers/6a630062395161722cd15516 https://doi.org/https://doi.org/10.1080/23311975.2026.2705025

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