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Investigation impact of interactive marketing and Its Impact on tax payers (case study : urmia Tax Administration)
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Mehran Shahabfar *   |
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Abstract: (1026 Views) |
| Looking around, we find that services are so widespread that no economy can survive without services such as transportation, insurance, taxes, education and banking. Given the importance of service quality (especially tax services) as well as the customer-centric and customer-centric approach that has been discussed in recent years in the marketing debate, it is necessary to adopt executive strategies in this regard. The present article is the result of a field research that aims to assess the quality of services provided by the Tax Administration and also to investigate the relationship between the quality of tax services and the satisfaction of taxpayers. Raising the satisfaction of taxpayers and making them loyal is an important and fundamental element in organizations. For this purpose, using the research literature, the factors affecting satisfaction and loyalty have been identified. Today, measuring and determining the level of customer satisfaction of organizations has become one of the main concerns of their managers. Today, measuring and determining the level of customer satisfaction of organizations has become one of the main concerns of their managers. Today, customer satisfaction is one of the basic requirements of quality management systems and excellence models. Every organization, including the country's tax affairs organization, wants to provide services that satisfy taxpayers. Because higher levels of taxpayers' satisfaction lead to more loyalty in them. In this study, while introducing the existing models in the field of customer satisfaction index, the effect of trust from the dimensions of interactive marketing on customer satisfaction (tax payers) was investigated. Finally, the model was evaluated based on a questionnaire that contains 15 questions and was given to 384 taxpayers (individuals and legal entities) of the General Directorate of Tax Affairs of West Azerbaijan Province. After collecting data, SPSS and LISREL software were used to analyze the data in this study, but in the end, two research hypotheses were not rejected. |
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| Keywords: Customer Satisfaction, Trust, Interactive Marketing, Service Organizations, Taxation, Customer Satisfaction Index, Taxpayers |
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Full-Text [PDF 541 kb]
(296 Downloads)
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Type of Study: Research |
Subject:
Special
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