20.500.12556/DKUM-81061 Vpliv pripojitve računovodskih servisov na zadovoljstvo in zaupanje strank The impact of acquisition of accounting services on customer satisfaction and trust Danes računovodstvo ne predstavlja samo računovodskega vidika, ampak tudi vidike s področja davčnega ter finančnega svetovanja. Stranke danes potrebujejo mnogo več informacij za uspešno poslovanje na trgu. Računovodstvo se spreminja na tehnološkem nivoju in zelo hitro napreduje. Vse je že avtomatizirano in tudi stranke se morajo temu prilagajati. Počasi prihaja tudi do vzpostavitve umetne inteligence znotraj računovodenja, kar lahko predstavlja problem za poklic računovodje, saj ga bo lahko nadomestil računalnik. Večja podjetja ter samostojni podjetniki od svojega računovodje potrebujejo mnogo več kakor pa samo računovodski vidik; potrebujejo tudi finančno svetovanje, davčno svetovanje ter kako izboljšati svoj položaj na trgu. Za poklic dobrega računovodje je potrebno nenehno izobraževanje ter izboljšanje, saj lahko le tako svojim strankam nudi poslovne storitve, ki jih te tudi zahtevajo. V teoretičnem delu smo na kratko opisali, kaj točno sploh računovodstvo je ter kako se je začelo in kako se razvija. Potem smo na kratko opisali poklic računovodje ter predstavili pomen računovodskih servisov. Opisali smo tudi, kaj točno nudijo računovodski servisi – zunanje izvajanje storitev. V empiričnem delu smo se nato osredotočili na pripojitev dveh večjih računovodskih servisov in kakšen vpliv ima to na zadovoljstvo ter zaupanje strank. Analizirali smo zadovoljstvo in zaupanje strank glede na starost, spol, izobrazbo ter na obliko podjetja – samostojni podjetnik. Analizo smo opravili s pomočjo anketnega vprašalnika, na katerega se je odzvalo 66 strank. Hipotezi 1 in 2 sta se nanašali na vprašanje, ali starost vpliva na zadovoljstvo ter zaupanje strank pri pripojitvi. Obe hipotezi smo potrdili, saj je starost vplivala na nihanja med zaupanjem in zadovoljstvom strank pri pripojitvi. Hipotezi 3 in 4 so temeljili na stopnji izobrazbi in ali je ta statistično značilno povezana z zadovoljstvom ter zaupanjem strank pri pripojitvi. Obe hipotezi smo zavrnili, saj v analizi ni prihajalo do nobene statistično značilne povezanosti. V hipotezah 5 in 6 smo analizirali, ali med spoloma prihaja do statistično značilnih razlik glede na zadovoljstvo ter zaupanje strank pri pripojitvi. Obe hipotezi smo ponovno zavrnili. Med moškimi in ženskami ni prihajalo do statistično značilnih razlik pri zadovoljstvu tako kot tudi pri zaupanju ne. Zadnja hipoteza je temeljila na visoki stopnji zadovoljstva pri strankah, ki so samostojni podjetniki. Samostojni podjetniki imajo visoko stopnjo zadovoljstva pri pripojitvi računovodskih servisov, saj je bila povprečna vrednost zadovoljstva kar 3,70, kar predstavlja dobro zadovoljstvo novega računovodskega servisa. Today, accounting is not only an accounting aspect but also an aspect in the field of tax and financial consulting. Customers today need much more information to operate successfully in the marketplace. Accounting is changing at the technological level and is advancing very fast. Everything is already automated and clients also have to adapt to it. Artificial intelligence is slowly being established within accounting where it can be a problem for the profession of accountants because it will be able to replace it with a computer. Larger companies and sole proprietors need much more from their accounts than just the accounting aspect. They also need financial advice, tax advice, and how to improve their market position. The profession of a good accountant requires constant education and improvement because this is the only way it can offer its clients the business services they require. In the theoretical part, we briefly described what exactly accounting is and how it started and how it develops. We then briefly described the profession of accountant and presented the importance of accounting services. We also described what exactly accounting services offer – outsourcing services. In the empirical part, we then focused on the merger of two major accounting services and what impact this alone has on customer satisfaction and trust. We analyzed customer satisfaction and trust in terms of age, gender, education, and the form of the company – a sole proprietor. The analysis was performed using a questionnaire to which 66 customers responded. Hypotheses 1 and 2 concerned the question of whether age affects customer satisfaction and trust in a merger. Both hypotheses were confirmed as age influenced and the fluctuations between trust and customer satisfaction in the merger. Hypotheses 3 and 4 were based on the level of education and whether this is statistically significantly related to customer satisfaction and trust in the merger. Both hypotheses were rejected because there was no statistically significant association in the analysis. In Hypotheses 5 and 6, we analyzed whether there are statistically significant differences between the genders in terms of customer satisfaction and trust in the merger. We again rejected both hypotheses. There were no statistically significant differences in satisfaction between males and females, nor in trust. The last hypothesis, however, was based on a high level of satisfaction with self-employed customers. Self-employed entrepreneurs have a high level of satisfaction with the merger of accounting services because the average value of satisfaction was as high as 3.70, which gives us good satisfaction with the new accounting service. računovodstvo računovodski servis pripojitev računovodskih servisov zadovoljstvo zaupanje. accounting accounting service merger of accounting services satisfaction trust. true true false Ž. Podgrajšek Slovenski jezik Angleški jezik Magistrsko delo/naloga 2021-12-19 15:11:51 2022-04-11 07:55:34 2022-08-10 00:16:10 0000-00-00 00:00:00 2022 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 657.1 104364035 MAG_Podgrajsek_Ziga_2022.pdf MAG_Podgrajsek_Ziga_2022.pdf 1 945BC51BD7400A164FBF62B3FA163734 ce3414eee0e67a884b8e7df60ccffc250a9b4877ac995ad3296144650a43ec37 26bf056d-b958-11ec-b606-00155d000105 20.500.12556/dkum/fa504e25-7160-4fe0-bea3-8467ceda9343 https://dk.um.si/Dokument.php?lang=slv&id=157266 Ekonomsko-poslovna fakulteta 0 0 0