Quality service and performance of the company Essay

This chapter is a continuance of the old literature reappraisal on non audit service, quality service and public presentation of the company in fiscal and non fiscal. Followed by the account on theoretical model and the hypothesis developed.

Non-Audit Service

Before the prostrations of Enron and WorldCom issues associating to hearer ‘s proviso of non audit services ( NAS ) have been examined but merely late its given accent in Malaysia. A common statement is whether NAS impairs the hearer independency. The proviso of non-audit services ( NAS ) by hearers to their audit clients has been regarded by regulators in the UK, the US, Australia and assorted other states as a menace to auditor independency ( Craswell, 1999 ) .

Harmonizing to Simunic ( 1984 ) the NAS will heighten the hearers ‘ cognition of their client, taking to a more efficient and effectual audit. Ryan ( 2001 ) argues that curtailing NAS can suppress the hearer ‘s competency and lowers audit quality. Albrecht and Sack ( 2000 ) asserts that restricting NAS will hold an impact in CPA houses ‘ ability to engage and retain extremely qualified persons.

NAS has been a widely researched country particularly the relationship of fees paid to non-audit services and fees paid to scrutinize services, while others examined whether supplying NAS would desert hearer ‘s independency as mentioned earlier and some examined whether the correlativity between the proviso of non audit services and the damage of hearer quality is conditional on hearer specialisation.

Arthur Andersen, being the hearer of the three biggest bankruptcies, Enron, WorldCom and Global Crossing, was to a great extent criticized for the prostrations. Andersen was allegedly emphasizing more on non-audit services ( NAS ) than the audit itself. In the twelvemonth 2000, Andersen earned US $ 25 million in audit fee from Enron and another US $ 27 million from confer withing services ( Kandiah, 2003 ) . In 1998, Andersen ‘s entire world-wide gross from non-audit services was US $ 3,216.8 million as compared to US $ 2,876.6 million merely from audit fees ( Andersen, 1998 ) . Andersen ‘s entire worldwide gross had grown by about 13 % yearly since 1990 ( Andersen, 1998 ) . Andersen cites the growing in their NAS sector as the ground for the addition in gross. This is supported by a survey done by the University of Illinois in the United States ( US ) which found that on norm for every dollar of audit fees, clients paid their independent hearers US $ 2.69 for non-audit audience ( Kandiah, 2003 )

Following the prostrations, scrutinizing profession as a whole has been severely blamed and alterations were being proposed to guarantee that audit houses cut down their over-reliance on NAS ( The Star, 2002 ) . In order to guarantee the independency of hearers and to protect the involvement of investors, the accounting profession in most states has come up with a codification of moralss that spells out guidelines for hearer ‘s competence and independency. In Malaysia, the Malaysian Institute of Accountant ( MIA ) By-Laws ( on Professional Conduct and Ethical motives ) ( revised 2002 ) suggests that audit houses should non accept any assignment if they are besides supplying NAS to a client ; whereby the proviso of NAS would make a important menace to their professional independency, unity and objectiveness.

The SEC in the U.S. has asserted that important non-audit service fees can adversely impact hearer independency and impair hearer decision-making, particularly when those determinations involve a significant sum of professional judgement. Such concerns over hearer independency and the magnitude of NAS performed for audit clients led to the SEC ‘s acceptance of new regulations related to the sums and types of non-audit services supplied by hearers for publically traded companies. These legislative concerns in the U.S. led to the Sarbanes-Oxley Act 2002 which limits the type of NAS hearers ‘ can execute and requires companies to unwrap the sum and type of fees paid to their external audit house and provinces that NAS provided to a client should non be more than 5 % of the entire hearer ‘s wage ; otherwise, the client must obtain pre-approval from its audit commission, as non-audit fees paid in surplus of this per centum would hold the hearer as non being independent. These new limitations and revelations have been introduced in the U.K. with merely elusive differences ( Department of Trade and Industry, 2003 ) . As per Australia and United Kingdom, in Malaysia, Bursa Malaysia ( KLSE ) besides requires all listed companies to unwrap non-audit fees in their one-year studies effectual June 1, 2001. This was empowerment under MIA regulations that became effectual January 15, 2002, professional independency is considered impaired if entire fees originating from proviso of NAS to a client is 20 % or more of the audit house ‘s entire one-year fees received for two or more back-to-back old ages.

Non confidence services is defined as services rendered by the accounting house that do non ensue in the look of an sentiment, negative confidence, a sum-up of findings or other signifier of confidence ( Gill & A ; Cosserat, 1996 ) . Accounting, revenue enhancement digest, direction consulting or consultative services and insolvency and concern recovery are some of the illustrations of NAS. Audited account houses are required to divide the non confidence services provided to the clients and they are non allowed to supply both services to the same client at the same clip. However revenue enhancement services were allowed to be supplying together with the audit service ( Langan, 2003 ) .

In Taiwan the highest proportion for NAS were revenue enhancement services, followed by direction advisory, finance and investing advisory and in conclusion information engineering advisory ( Chien & A ; Chen, 2005 ) . The state of affairs is about the same in Malaysia ( Salleh et.al.,2008 ) . Therefore in this survey, services that are taken as benchmark includes revenue enhancement ( Internet Explorer ; revenue enhancement planning, revenue enhancement return ) audience services ( Internet Explorer ; fixing full sets of histories, puting up companies computerized accounting system, better concern public presentation, using for loan, using for fabrication licence, fix client declaration, accounting preparation to clients, fund / assets direction, assets rating, working paper for clients, concern development ) , internal audit ( ie ; internal audit reappraisal, other services ) , secretarial patterns, and other services.

In Australia 67 % of SMEs gets concern advice, runing from fiscal affairs to bettering operational public presentation, from their external comptrollers for illustration in affairs refering corporate finance, concern restructuring, fiscal planning, public presentation reappraisal, benchmarking, hazard direction patterns, information engineering resources and control system. ( Carey, Simnett, and Tanewski, 2005 ) . The latest survey conducted in Malaysia by MIA SME Survey, 2008 indicated that services such as revenue enhancement, accounting, secretarial services and concern consulting are the cardinal services sought after by the SMEs with revenue enhancement service in the top list.

Professional Accountants in Business ( PAIB ) ( 2004 ) conducted a survey in assorted parts of the World ( including Malaysia ) on the function of comptrollers in the concern universe. The findings states a diverseness of functions, embracing endeavor administration, strategic support, internal control, stockholder communications, exchequer, undertaking direction, corporate finance, information engineering, hazard direction, analysis and information direction.

Accountants are used to supply services beyond conformity and audit maps. These services include inheritance/generation transfer/owner transference, concern construction ( company set-up ) , budgeting, pensions, marketing/sales/strategic planning, secretary to company boards, administrative routines/ IT management/organization/ HRM Training and accomplishments development, wage schemes/salary disposal, rating of firms/mergers/demergers ( Doving & A ; Gooderham, 2005 ) . Therefore, the professional comptrollers were encouraged to spread out their scope of services to react to the demands of concerns in supplying advice. Similarly, the comptrollers of Malaysia could reconsider their function in the development of SMEs, at the same time harvesting the wagess of expanded services and part to the state.

Service Quality

Quality encompasses every facet of the organisation and is really an emotional experience for clients. Most clients want to experience good about their purchase and have the best value for their money. Harmonizing to Johnson ( 1991 ) , clients want to cognize their money has been good exhausted and take pride in their association with a company with high quality image. Harmonizing to, Oakland in his book “ Entire Quality Management ” , ‘quality ‘ merely means run intoing the client demands and this is non restricted to the functional features of the merchandise or service. Quality gives people in different maps of an organisation a common linguistic communication for betterment. It enables all the people, with different abilities and precedences to pass on readily with one another, in chase of a common end.

Merchandise and services are designed with deliberate differences in quality to run into the different wants and demands of single clients. Basically for touchable merchandises the clients look at public presentation, characteristics, dependability, conformity, lastingness, safety, aesthetics, serviceableness and other perceptual experiences ( Garvin, 1984 ) . If the merchandise is intangible, as with services such as non audit service, so specifying and mensurating quality becomes more hard. It is argued that the client defines quality in footings of value to him/her of service received ( Heskett, Sasser & A ; Hart, 1990 )

Many research workers offered assorted definitions of service. Service has been defined as a public presentation that one party can offer to another that is basically intangible and does non ensue in the ownership of anything ( Kotler, 2006 ) but Ramaswamy ( 1996 ) described service as “ the concern minutess that take topographic point between a giver ( service supplier ) and receiving system ( client ) in order to bring forth an result that satisfies the client. The services provided and public presentation of the services frequently varies between service suppliers ( Booms & A ; Bitner, 1981 ) . It is really hard for service supplier to reproduce a service systematically and precisely. Furthermore, services are inseparable since production and ingestion takes topographic point at the same time ( Upah, 1980 )

Lewis and Booms ( 1983 ) defined services quality as step of how good the service degree delivered lucifers client outlooks. Delivering quality service means conforming to clients outlooks on consistent footing. This is farther emphasized by Parasuraman, Zeithaml, and Berry ( 1985 ) , service quality is difficult to specify or step because it is intangible, heterogenous which vary from clients, yearss or manufacturers.

Gronroos ( 1984 ) proposed that there are two types of service quality that is proficient and functional quality. The first conceptual theoretical account of service quality developed by Gronroos ( 1984 ) to increase apprehension of clients service choice perceptual experiences and the factors that influence those perceptual experiences. Based on the model developed by Gronroos ( 1984 ) many comprehensive theoretical account of service quality were created. Parasuraman et Al. ( 1985 ) proposed that service quality is a map of the differences between outlook and public presentation along the quality dimensions. The 10 dimensions that determines service quality harmonizing to Parasuraman et Al. ( 1985 ) are: dependability, reactivity, competency, entree, courtesy, communicating, credibleness, security, understanding/knowing the clients, and tangibles. Therefore, they proposed that the differences between perceived public presentation and expected public presentation of these 10 dimensions determine overall sensed service quality. However these 10 dimensions were grouped into 5 dimensions because the original dimensions are non needfully independent of one another. Assorted statistical analyses revealed correlativity among points stand foring several of the original 10 dimensions. Analysis of informations led to polish of the original theoretical account and confirmed its dependability and cogency. The concluding theoretical account, SERVQUAL had merely five distinguishable dimensions but captured facets of all the 10 original dimensions as follows:

Dependability refers to the ability to execute the promised service dependently and accurately.

Responsiveness reflects the willingness to assist a client and supply prompt service.

Tangible refers to the visual aspect of the physical installations, equipment, forces and communicating stuff.

Assurance refers to knowledge and courtesy of employees and their ability to animate trust and assurance

Empathy refers to caring, individualised attending the house provides its client.

The concluding SERVQUAL instrument consists of 22 points questionnaire split between each of the five dimensions. The instrument has two subdivisions, foremost to mensurate expected quality and the 2nd to mensurate perceived service The steps were recorded on a seven-point Likert graduated table between ‘Strongly Disagree ‘ and ‘Strongly Agree ‘ accompanied each statement in both subdivisions. Based from the past research utilizing SERVQUAL theoretical account in scrutinizing sector, it was found that public listed companies in Malaysia were merely satisfied with touchable dimensions and client trueness partly mediates the relationship between dependability dimensions and client satisfaction ( Haron, Ismail, Ibrahim and Isa, 2006 ) . Therefore once more we are traveling to utilize partial SERVQUAL theoretical account in our survey to analyze the relationship between SMEs perceptual experiences on service quality of NAS and public presentation of SMEs.

Performance of the Company

Performance is defined as the end products or results in use of resources. They are associated with organisational ultimate results in footings of one-year gross revenues return and growing, profitableness and return on investing harmonizing to Miller ( 1983 ) . There are plentifulness of surveies published about the factors of the success of directors. Harmonizing to Nash ( 1983 ) , fiscal profitableness is one manner to mensurate company public presentation and managerial success. This shows that to successfully accomplish in concern, public presentation really depends on the director ‘s background and the expertness of the director. Definitions of success can be classified by assorted classs. Stuart and Abetti ( 1987 ) defined success into few classs, subjective versus aim, bimodal and multimodal versus uninterrupted and fiscal versus non-financial depending on the context of each survey.

Traditional fiscal steps, linked to the organisation ‘s scheme, are found in Bible, Kerr and Zanini ( 2006 ) research. They include: net income, gross, return on net assets ( ROA ) , return on equity ( ROE ) , portion monetary value, and hard currency flow as a step to fiscal public presentation. While Tamar ( 2002 ) has measured concern public presentation by three variables: gross revenues volume, proprietor income, and figure of employees. Of the three, gross revenues volume appears to be the most efficient step, correlating strongly with all points stand foring capablenesss: accomplishments, resources, planning, and old experience in industry.

This research will be mensurating fiscal public presentation by one-year gross revenues turnover and one-year net income following the research done by Haron, et al. , ( 2001 ) .In order for SMEs to work strategically, Hashim ( 2000 ) recommended that an organisational success can be achieved if director ‘s features or single factors, organisational factors and CSR are being handled decently and aptly. Therefore, top direction or CEOs of SMES who posses the right endowments, accomplishments and abilities, finally will happen their ultimate success or ends. In the context of this survey, company public presentation will be measured by looking at the fiscal and non fiscal public presentation.

This survey is conducted to find whether the NAS obtained by SMEs will act upon the public presentation. Phutut ( 2002 ) used steps of end product and company repute as non-financial.

Theoretical Model

Based on the literature reappraisal, below is the proposed theoretical model for this survey.


Variables Variables








Performance OF SMEs:


– Repute

– Measures of end product


– Average turnover

– Average net income

The authoritative definition of audit quality that is cited by most audit research workers is that of DeAngelo ( 1981 ) : “ the market-assessed articulation chance that a given hearer will both ( a ) discover a breach in the client ‘s accounting system and ( B ) study the breach. ” The definition high spots two facets of audit quality that many would hold are of import, which are: ( 1 ) the competency of the hearer that determines how likely it is that a misstatement will be detected and ( 2 ) the independence/objectivity of the hearer that determines what the hearer is likely to make about a detected misstatement. The audit quality is influenced by many factors such as the audit house ‘s size, pricing and non-audit services provided by the house ( Wooten, 2003 ) . In order to increase and keep the quality, these factors must be controlled.

The footing of the theoretical model in this research is DeAngelo ‘s ( 1981 ) quality theory being applied on non-audit services. The differences in the theoretical accounts used are the use of non-audit service in this survey alternatively of audit service which was used by DeAngelo ( 1981 ) . The quality service in the model is similar to SERVQUAL theoretical account used in Ismail, Haron, Ibrahim and Mohd. Isa ( 2006 ) which focuses on the visual aspect, knowing, reactivity, dependability, empathy and handiness of the non-audit services.

Hypothesis Development

Based on the theoretical model, hypothesis was developed utilizing the independent and dependent variable. Chiefly the survey efforts to prove following hypotheses:

H1 The higher the quality service of NAS, the better public presentation of the company in term of fiscal.

H2 The higher the quality service of NAS, the better public presentation of the company in term of non fiscal.

Surveies have shown that SMEs fail due to inability to pull off their fundss, or as a consequence of their aspirations falling trunkss of their capablenesss. ( Birkett, 2000 ) and Greenwood, Suddeby & A ; Hinings, ( 2002 ) stated that hired comptrollers maintain a board base of expertness, enabling them to lend to success of concern beyond accounting and auditing services.


This research chiefly aims to analyze the NAS and the quality of NAS whether it will assist the company ‘s public presentation better in footings of fiscal and non fiscal. This is because most of the old surveies focused on analyzing the NAS with the independent of the hearer and the NAS fees.