|
 KANSAS CITY, Mo. (AP) - Call it a gift to late-night television comedians.
But marketing experts say a $32 million tax mistake by H&R Block could drive away potential customers, and that would be no laughing matter for the nation's largest tax preparer.
"For a firm like H&R Block, credibility is of paramount importance," said James McAlexander, an Oregon State University marketing professor who has looked at how professional services providers appeal to consumers. "If the H&R Block story becomes fodder for late night television, where they become the butt of the joke, that could affect their credibility with prospective clients."
|