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A longitudinal study investigates accountants' attitudes toward advertising and any changes therein, using data collected in 1993 and 2004. Analysis reveals that positive shifts have occurred in accountants' attitudes toward advertising of accounting services between 1993 and 2004, with changes too in the marketing tools used.

A systematic consumer sampling methodology is used to study the relationship between service providers' communication style and customer satisfaction in professional services setting and the moderating role of criticality and service nature in the relationship. Findings suggest that service providers' communication style impacts customer satisfaction, but the relationship is significantly moderated by service criticality and service nature.

A survey methodology is used to investigate the antecedents and outcomes of interpersonal rapport in professional services, with the antecedents examined being familiarity, mutual self-disclosure, extras and common grounding, and the outcomes examined being trust, satisfaction, and word-of-mouth communication. Findings suggest that the four antecedents are positively associated with rapport, and also with customer satisfaction and word-of-mouth communication outcomes but not with trust.

A study empirically investigates the nature of contemporary marketing practices in a professional services business setting. Results indicate that professional services businesses chiefly employ interaction marketing practices to provide better performance in the increasingly complex and competitive market.