An integrated training and client service guidance framework for professional Accountants of SMES

Small and medium-sized accounting practices (SMPs) are vital to the accounting profession and represent most accounting practices globally. It is commonly assumed that SMPs employ the majority of professional accountants within the accounting field whose clients are typically small and medium-sized business entities (SMEs). SMEs account for most of the businesses around the world and play an important role in the development of economies as well as job creation. In a rapidly changing business environment, SMEs require a wider range of services and support from their professional accountants, thus, the needs and expectations of SMEs are constantly changing. Given the important contribution SMEs make to economic development, job creation, growth and innovation to communities globally, the success and survival rates of these businesses are of the utmost importance. Professional accountants of SMEs need to possess the relevant knowledge, skills, competencies and practical experience to provide professional business advisory services (non-accounting services) to create more value for the SME client. Research suggests that the SMEs decision to outsource business advisory services from their professional accountants is influenced by the relationship between the professional accountant and SME including the manner in which traditional compliance accounting services are provided (client services). In response, the objective of this study was to propose a graphical and narrative integrated training and client service framework to guide SME professional accountants. The framework provides guidance in respect of the knowledge, skills, competencies and practical experience a modern-day professional accountant should obtain during the various phases of learning and training whilst pursuing a career as a professional accountant. The framework further enhances the understanding of the traditional accounting services, client services and non-accounting services SME clients desire from their professional accountants as well as the role of professional accountants in providing or obtaining such services to ensure that the expectations of the client are met and, more importantly, contribute to the success of the SME. ABSTRACT vi An interpretivist research paradigm and a qualitative methodological approach were deemed most suitable for the current study. The interpretivist research paradigm approach enabled the researcher to understand the phenomena being studied by sharing the participants’ experiences in their own words thereby gaining a deeper understanding of the desires, services, skills and competencies they required or provided. The research population consisted of two population groups, firstly, professional accountants, accountants or bookkeepers who were either owners or were employed at SMPs and, secondly, SME owner-managers or the persons responsible for the accounting function employed at the SME. The research instrument used to guide the key-informant interviews in this research were two semi-structured interview schedules, one for each identified population group, which were divided into sections based on the themes and sub-themes. Based on key findings, the study proposes an integrated training and client service framework to guide SME professional accountants. The framework includes seven components, namely, formal higher education accounting programmes, workplace training, professional accountant, traditional accounting and client services, trust relationships, non-accounting services as well as networks of experts and other professionals. An important recommendation of the study is that professional accountants must effectively communicate and market their services to current as well as prospective SME clients to ensure that clients are aware of the potential services which can be provided or obtained from a trusted expert. The professional accountant could thus be regarded as a one-stop professional practice. The survival of the accounting profession in a constantly changing business environment is dependent on how the profession adapts to change including technological advancements. Professional accountants need to be able to provide value-added and specialist services to their SME clients as well as enhance the current quality level of client services.Thesis (PHD) -- Faculty of Faculty of Business and Economics Science, 202