Audit Firm Loyalty Among Listed Companies in Vietnam: A Mindspongeconomics Approach

Utilizing the Mindspongeconomics framework, this research investigates the factors influencing the allegiance of listed companies in Vietnam to their audit firms. The framework conceptualizes loyalty as the outcome of a cognitive filtering process in which organizations selectively absorb audit-related information based on trust, value alignment, and utility. Survey data were collected from 309 listed firms between June and December 2024. A two-step empirical design was applied: Ordinary Least Squares (OLS) and logistic regression. The findings show that satisfaction, relationship quality, and benefit–cost significantly predict loyalty, while accessibility is not significant. These results highlight that loyalty is not a direct reaction to service delivery but a selective evaluation shaped by firms’ internal cognitive filters. Theoretically, this study extends Mindspongeconomics into the auditing field, offering a richer explanation of why certain service dimensions influence client loyalty. Practically, the study suggests that audit firms should prioritize high-value signals of competence and trust, strengthen client relationships as a strategic asset rather than compliance costs.