Using Technology to Market a Tax Practice: What do H&R Block and Liberty Tax Service Have in Common?

• In Event: SET Dialogue

Abstract

Tax planning and tax return preparation offices are relatively numerous. Thinking about a town each one of us lives in, we could probably name a couple of tax preparation places that are around us quite easily. Yet, some of these businesses are just seasonal and only open during the tax preparation busy season. Others are open year-around and provide several lucrative tax services such as tax planning. So what makes H&R Block and Liberty Tax Service different from Jane Smith, CPA? This paper will discuss the various technology and marketing techniques used by tax preparation offices. In particular, this research develops and tests customer reactions to the use of various technology and marketing techniques as an instrument that predicts the level of satisfaction that a tax return preparation customer has in her tax return preparer. The paper reviews and refines such techniques that should be used by a successful tax return preparation office.

Author

• Valeriya Avdeev, William Paterson University of New Jersey