Internal Marketing to Taxpayer Orientation and Service Quality in the context of Government Organization

Abstract

This research has an objective to study the impact of internal marketing that has an influence on taxpayer orientation and service quality in the context of the revenue department which is the government organization. The researcher conducts this research in the form of a qualitative study gathering and analyzing data via an in-dept interview using interview guide on seven open-ended questionnaires. Twenty key informants were interviewed on semi-structure type of survey in order for them to express opinions freely. The research finds that internal marketing is a form of management procedures which have applied marketing strategies emphasizing the importance of officers and perceive them as clients. This aims to develop officers to be qualified staffs and also to satisfy their requirements such as bringing joys, moral supports, staff’s engagement to the organization. These practices also apply to the revenue department’s responsibility to taxpayers, stimulate awareness in taxpayers’ services in order to meet the revenue department’s mission. Hence,  the component of internal marketing consist of 8 factors is comprised of training and development, internal communication, reward and motivation, empowerment, diversity management, transformational leadership, organizational support, interfunctional coordination & intergration.