The role of the independent professional accountant as intermediary in the small business‐bank relationship is investigated by means of field interviews with bankers, entrepreneurs and business advisers. Research on expectations management in the area of small business‐bank interface underpins the emphasis on the intermediary here. A peculiar issue is identified and investigated: the accountant is found to serve its small business client by persuading it simply to meet the bank’s expectations; there is little evidence of the bank being persuaded to adapt its policies or procedures to account for the small firm’s circumstances. The role and contribution of the accountant are addressed at institutional, organisational and managerial levels, and at various stages in the relationship
International Journal of Bank Marketing – Emerald Publishing
Published: Feb 1, 1998
Keywords: Accountants; Banks; Relationship marketing; Small firms
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