Consumer Journey of personal income tax filing through the E-filing system among Generation Y individuals in Bangkok

Abstract

          This research aims to study the importance of elements and design a customer Journey for personal income tax filing through the E-filing system among Generation Y individuals in Bangkok. The study applies the concept of the consumer journey to the process of filing and paying personal income taxes via the Revenue Department’s E-filing system. The Unit of analysis is Generation Y population working in Bangkok Area. Data were collected using questionnaires and analyzed using means and T-tests.

          The findings reveal that the majority of respondents are female, with an average age of 33 years, holding a bachelor’s degree, and are employed in government/public sector or private companies. Monthly income mostly range from 15,001 to 30,000 THB, with the majority filling their taxes online 1-3 times. Following the research objective 1, the findings reveal that respondents significantly emphasized key aspects in each stage of the E-filing process, with statistical significance at the 0.05 level which leads to research objective 2. These stages include: (1) initial awareness of online tax filing stage—usability of the online filing system, (2) ease of searching for tax filing information stage—clarity in the online tax filing process, (3.1) online income tax submission stage—accuracy of form submission, (3.2) online tax payment stage—convenience in payment, (4.1) subsequent online tax filings stage—confidence in the filing process, and (4.2) subsequent online tax payments stage—variety of payment options. However, no significant emphasis was found in the stage related to recommending online tax filing to others.