Client and advisor management styles: influence on the effective provisionof advisory services to small and medium-sized enterprises

Over the last few years, the UK government has sought to assist more effect ively small and medium-sized enterprise (SME)-sector firms through the crea tion of Training and Enterprise Councils and Business Links. These organisa tions undertake assessment of client satisfaction. Most of their measuremen t tools, however, do not permit determination of the factors which are key influencers of client attitudes. Research on customer behaviour both in ind ustrial markets and in service environments has caused some academics to po sit that, in many situations, the application of traditional transactional- market-research tools is often ineffective. Accordingly, they propose that satisfaction measurement should encompass the influence of a relationship-m anagement orientation because the processes designed to build long-term cus tomer loyalty may be a more appropriate philosophy through which to gain un derstanding of SME-sector attitudes to services delivered by suppliers. The aim, therefore, is to examine the relevance of applying a relationship-man agement research tool to assess client satisfaction in small-business-advis ory scenarios. Interviews with advisors and owner/ managers have been used to construct a qualitative model of factors influencing the client-advisor relationship. The implications of the study are discussed in relation to th e future operation of not-for-profit support agencies seeking to optimise t he effectiveness of service provision. Proposals are made concerning the ne ed for further research.