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All Journal Community Engagement and Emergence Journal (CEEJ)
Mutiara Pertiwi
Universitas Ciputra Surabaya
Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions

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Building Positive Word Of Mouth: The Strategic Role Of Customer Value And Trust In Tax Consulting Services Mutiara Pertiwi; Yuli Kartika Dewi; Christian Herdinata
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 4 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i4.10782

Abstract

This study aims to empirically examine the influence of Customer Value and Trust on Word of Mouth (WOM) in the context of tax consulting services in Mojokerto, East Java. Using a quantitative approach and survey of 180 corporate taxpayers, this research analyzes the contribution of each variable to WOM after the consumption of tax consulting services. The results show that both Customer Value and Trust have a significant effect on WOM, both directly and through Trust as a mediating variable. The research model demonstrates strong predictive power with an R-Squared value for WOM of 0.896 and a Goodness of Fit of 0.796. The practical implication of this research is the importance for tax consulting firms to enhance customer value and build trust through high-quality service, transparency, and competence. These findings are expected to serve as a reference for companies, taxpayers, governments, and researchers on organic marketing strategies based on Word of Mouth in tax consulting services.
Co-Authors Christian Herdinata Yuli Kartika Dewi