Enhancing user Trust and Loyalty through Post-Sales Customer Support in Digital Tax Services: An Empirical Study at Clear Tax

TITLE	Enhancing user Trust and Loyalty through Post-Sales Customer Support in Digital Tax Services: An Empirical Study at Clear Tax
ABSTRACT	The rapid integration of digital platforms in financial services has positioned post-sales customer support as a critical driver of user trust, loyalty, and long-term engagement. This study investigates the role of post-sales operations—such as query resolution, documentation assistance (e.g., Form 26AS and AIS), and service upgrade guidance—in fostering emotional connections, trust, and perceived usefulness among users of ClearTax, a leading Indian online tax filing platform. Drawing parallels to AI-driven support systems, the research examines how attributes like adaptability, communication clarity, and empathetic guidance influence user sentiments. A quantitative survey design was employed, collecting responses from 53 ClearTax users via Likert-scale items. Spearman's correlation analysis revealed strong positive relationships between support features and user outcomes, moderated by usage frequency. Findings indicate that clear communication and prompt resolution are key determinants of trust, while empathetic guidance strengthens emotional bonds, particularly for infrequent users. The study recommends hybrid models combining AI chatbots with human oversight to enhance scalability and personalization, echoing insights from educational AI applications. This research underscores the need for functional and emotional competence in digital financial services to promote sustained user loyalty.
AUTHOR	Saumyadip Das, Sudip Kumar Samanta, Dr. Kanchan G. Rajput Post Graduate, Diploma in Management, Dayananda Sagar Business School, Bangalore, Karnataka, India
PUBLICATION DATE	2025-10-28
VOLUME	12
DOI	DOI:10.15680/IJARETY.2025.1205016
PDF	16_Enhancing user Trust and Loyalty through Post-Sales Customer Support in Digital Tax Services An Empirical Study at Clear Tax.pdf
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