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KMID : 1011420150200040397
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Journal of Korean Ophthalmic Optics Society
2015 Volume.20 No. 4 p.397 ~ p.404
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A Survey of Foreign Consumers Satisfaction with Eye-wear Products in Korea According to Nationality
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Kim Kuen-Hei
An Hyo-Jo
Jeon Ji-Eun
Noh Hye-Ran
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Abstract
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Purpose: To investigate consumer satisfaction of foreigners with eye-wear products in Korea.
Methods: Foreigners (n=106, United State/Canada, Japan, China, or other Asia) who have purchased the products at optical shops in Korea, were volunteered. Satisfaction factors were categorized into 6 divisions (products, price, vision correction, facilities, kindless, description).
Results: The most frequently purchased products were eye-glasses (62%) and sunglasses (25%) by foreigners at Korea's optical shops. Quality satisfaction of the products was higher to Chinese and other Asians than to American, Canadian and Japanese. Price satisfaction was higher to Japanese, American, and Canadian than to Chinese and other Asians. Vision correction and facilities satisfaction were appeared relatively low from American and Canadian. Product descriptions and kindness were, in general, lower than other categories to all nationalities.
Conclusions: Satisfaction about eyewear were significantly different depending on the nationality of the foreigner. Based on the various categories of the consumer satisfaction, ethnically customized marketing strategy would be possible to foreigners who stays in Korea.
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KEYWORD
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Product satisfaction, Consumer expectations, Foreigners, Customer satisfaction
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