The demand attributes of assurance services providers and the role of independent accountants

This study reports on desirable attributes of assurance services providers for assurance services based on responses from a sample of Dutch senior accounting and financial officers. In general, overall expertise and objectivity are perceived as the most important attributes for selecting an assurance service provider. Cost is perceived as the least important attribute. In general, accountants are perceived as more likely to be the preferred service provider for assurance over information systems and/or when professional reputation and integrity is important for providing a service. These attributes are in line with the projected image of the profession. An accountant is less likely to be the preferred provider when cost and independence are not important. We interpret this result as an indication that independence in the audit is important and, thus, other services are acceptable only when independence is not an issue.