Interactive perceptions of suppliers and corporate clients in the marketing of professional services: A comparison of accounting and legal services in the UK, Canada and Sweden

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Abstract
Any service offering depends, for its long‐term success, on the dyadic relationship which exists between a supplier and a client. For corporate clients, a positive and proactive approach by a supplier can enhance a relationship both in the initial stages and later, as the relationship develops. Professional services are no exception, perhaps because, in the longer term, both parties can contribute to a situation where “peace of mind” is the dominant emotion. However, such a generalisation may not be true for all professional services nor over a range of countries where currently, many changing environmental factors such as regulations, image and technology, are creating a climate which may result in different perceptions within a relationship. This article attempts to measure and compare these differences using suppliers and corporate clients of two specific categories of professional services, namely, legal and accounting services, in each of three countries, Canada, Sweden and the United Kingdom. It attempts to examine the supplier‐client relationships using elements of the Interaction Approach as developed by the Industrial Marketing and Purchasing (IMP) Group of researchers (Hakansson 1982). From the supplier firm's point of view, in targetting prospective clients and maintaining existing ones in a search for an “optimum” portfolio, the constant monitoring of clients’ perceptions and requirements as an element in generating and sustaining a positive atmosphere should be undertaken. Successful supplier firms may be those which work with a group of selected clients rather than for anyone.

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