The Impact of Accounting Service Innovation on the Performance of Accounting Firms in Thailand

Abstract

           This research aims to 1) test the relationship and 2) study the impact of accounting service innovations on the performance of accounting firms in Thailand. The research is quantitative, with a sample size of 367 people determined using Yamane's formula. However, data for analysis were obtained from 149 actual respondents, representing 40.60%, which may have limitations in terms of population representation. This was considered in the interpretation of the research results. The research instrument was an online questionnaire that underwent content validity testing, with item discrimination values ​​between 0.475–0.917 and 0.688–0.883, and overall reliability values ​​between 0.861–0.952 and 0.902–0.934. Statistical analyses included multiple correlation analysis and multiple regression analysis.

            The research findings showed that... Innovations in accounting services, particularly in service processes and supporting technologies, have a statistically significant positive impact on the performance of accounting firms in Thailand (p < 0.05; F = 82.554; p < 0.0001), with an adjusted R² coefficient of 0.688, indicating a high level of explanation for performance variance. However, no statistically significant relationship was found between innovations in new service concepts, service delivery, and client relationships. The study highlights that systematic service process development coupled with appropriate digital technology application plays a crucial role in improving operational efficiency, reducing costs, and enhancing the competitiveness of accounting firms in the digital economy. It also highlights the need to develop internal organizational capabilities to sustainably adapt to changing business environments.