Study the Relationships among Marketing-orientation、Service quality、Perceived value、Public satisfaction--An Example Study of the Southern District of the Ministry of Finance

• Main Authors: CHEN, HSIAO YEN, 陳小燕
• Other Authors: 賴明材
• Format: Others
• Language: zh-TW
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/vpnqk2

碩士 === 南台科技大學 === 高階主管企管碩士班 === 101 === Government to strengthen national competitiveness, continue to promote administrative reform and restructure the government in order to gain competitive advantage, national competitiveness must be good "administrative efficiency" and "quality of service" as the backing, the IRS public service characteristics of a non-entity and can not be split, they can not be delayed and a large migration,different people even give the same service, because people will have different qualities judgment evaluation, so the government how to use corporate marketing techniques and methods should be based on "public demand" and "policy value"-oriented as the center, people need to understand what services to meet the public's needs, providing the best service, shaping the overall image quality to reach the vision and policy objectives of national tax authorities. Therefore, this study hope by including marketing-oriented, service quality, perceived value, public satisfaction, establishing integrated relational model to explore this relationship model for the satisfaction of the IRS administrative measures impact on the public satisfaction, this study adopts convenience sampling survey, issued a total of 250 questionnaires, 203 questionnaires, 27 were excluded invalid questionnaires, a total of 176 valid questionnaires, a response rate of 86.7%. The empirical data uses factor analysis, reliability analysis, validity analysis.Further use regression analysis to verify the dimensions of relationship. The conclusion of this study can be summarized as follows: Marketing orientation has a significant positive effec on service quality, Marketing orientation has a significant positive effec on perceived value, Marketing orientation has a significant positive effec on public satisfaction, service quality has a significant positive effec on public satisfaction, perceived value has a significant positive effec on public satisfaction. The IRS should have business philosophy to strengthen self-marketing in developed information society, and should match the trend of the times utilize various media, information platform, and actively planning the use of new web tools, such as Facebook, Youtube, Line, App and QR CODE, advocacy with diverse ways to convey tax policy, To strengthen tax marketing and service ,and to strengthen professional training to improve staff knowledge of professional quality and service attitude, in addition, to enhance administrative efficiency, the need to streamline regulations, the implementation of deregulation, activation and regulations applied in order to achieve reduction of First Instance of sparse sources, protect the public rights and meet public needs.