Antecedents and consequences of promotion mix in service organizations (Tax Affairs Organization case study)
Subject Areas : Production Management
Seyed Akbar Manjegani
1
,
Amir Ghafourian Shagerdi
2
,
golnar shojaeibaghini
3
1 - ph d student, Department of Management,, Shahrood Branch, Islamic Azad University, Shahrood, Iran
2 - Assistant Professor, Faculty of Administrative Sciences, Imamreza International University, Mashhad, Iran
3 - Assistant Professor, Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran.
Keywords: Social capital, Promotion mix, Tax Affairs Organization,
Abstract :
The purpose of this research is to investigate the antecedents and consequences of promotion mixed in service organizations (case study: Khorasan Razavi Tax Affairs Organization). The research is applied in terms of purpose and descriptive-correlation in terms of data collection. The statistical population of this research was the clients of Tax Affairs Organization in Razavi Khorasan. The sample size was selected based on the number of 5-10 items in the questionnaire, and finally 196 people were selected as a sample, and the available questionnaires were distributed among them by non-probability sampling method. Available questionnaires were distributed among them. The research tool was a researcher-made questionnaire, which was used for content validity and experts' opinions, construct validity using factor loadings, and finally for reliability, Cronbach's alpha and composite reliability were used, which finally confirmed the validity and reliability. SPSS and PLS software were used to analyze the data. One of the results is that the resources of the organization and people have an effect on the promotion mix. Also, the promotion mix has an effect on the functional value, social responsibility and social capital in the tax affairs organization. Finally, the effect of social responsibility and functional value on the social capital of the organization was confirmed.
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