Expectations‐based evaluation of SME advice and consultancy: an example of business link services

Purpose – The purpose of this research is to assess an expectations‐based approach to service evaluation by small and medium sized companies (SMEs) of government advice services. These are often criticised for providing what politicians think SMEs need rather than what SMEs want. Little analysis has gone into assessing the expectations of these services. Yet expectations are a crucial datum against which to measure evaluations of the impact and satisfaction with services received. Design/methodology/approach – The author uses new large‐scale survey results of the experience of Business Link in England to assess expectations and outcomes. It compares expectations, through open response format questions, with assessments of how far expectations are met, service impact and satisfaction. Outputs are also compared between “hard” (profit, sales, costs) and “soft” (improving the ability to manage). Findings – The results demonstrate a mixture of expectations ranging from specific service wants (in the majority of cases) to a range of softer and quality elements (which include inter alia , the desire for a “neutral” or “external” view). Comparison of the varied expectations with the level of satisfaction and impact shows Business Link to be strongest where the SME client is most focused in what they seek and where the quality expectations are not too demanding. Originality/value – The key implication for Business Link design is that it should focus on the primary aim of specialist advice links to subsidised services, primarily with a skills or other technical focus.