THE ANTECEDENT FACTORS ON CUSTOMERS' SATISFACTION USING THE SERVICES OF ZHONGHAN TAXATION CO., LTD.

Abstract

The objectives of this study were to; 1) examine brand trust obtaining direct positive influence on decision making to use the services from Zhonghan Taxation Co., Ltd., and 2) determine brand image having direct positive influence on the decision making to use the services from Zhonghan Taxation Co., Ltd. The sample used in this study were 300 service recipients from Zhonghan Taxation Co., Ltd., drawn with a convenience sampling adopted from the criteria of Hair, Black, Babin, and Anderson. The instrument used for data collection was a set of questionnaires. Statistics used in data analysis were frequency, percentage, mean, and standard deviation, and partial least squares structural equation modeling (PLS-SEM) from the Adanco program. The study found that the brand trust and brand image had affected the customers' satisfaction toward the services provided by Zhonghan Taxation Co., Ltd. at the statistical significance at .01 level with a forecasting power of 61.20%.