A Study of Customers’ Satisfaction with Korean Dramas in Vietnam

Abstract

Along with the spread of the Korean wave (Hallyu) since the 1990s, Korean dramas have become popular worldwide and became a global phenomenon. Entering the Vietnamese market from 1996, Korean dramas have been successful in both attracting audiences interest and filmmakers' attention. In order to explore the reasons behind the success of Korean films , this paper explored the factors affecting Vietnamese customers' satisfaction with Korean TV dramas. Based on research of factors affecting customer satisfaction by the authors Philip Kotler, Oliver, McColl and Truong, the authors have builded up a model to explore audience satisfaction with TV drama of 4 factors: actor (regarding popularity and appearance), script, music, and cultural images. To empirically test the hypotheses, 226 responses has been collected through an online questionnaire from November – December 2018 and tested by various statistical analyses, such as factor analysis, regression analysis, and ANOVA.
 The findings have indicated that script, music, cultural images have a correlation with Vietnamese viewers' satisfaction with Korean dramas while actors do not affect the overall satisfaction. The findings of this research may provide implications and offer suggestions to Vietnamese filmmakers on improving customer satisfaction, thereby contributing to the development of TV drama production in Vietnam.