A Study on the Improvement of Customer Satisfaction in Reverse Direct Purchases for the Promotion of Exports of Korean SMEs

Abstract

Purpose - Reverse direct purchase is an emerging useful method for Korean SMEs (Small and Medium-sized Enterprises) to promote exports. While prior studies have looked at reverse direct purchase without considering the size of the firms, this study investigated activation of reverse direct purchase considering the size of the firms. More specifically, in terms of customer satisfaction and Chinese consumers, this study investigated whether there were differences in methods to promote reverse direct purchase between SMEs and large firms. Design/Methodology/Approach - Survey data were collected via an online questionnaire survey of Chinese consumers that had have experienced purchasing Korean products through reverse direct purchase. Correlation analysis was conducted among variables. IPA (importance-performance analysis) and t-test analysis were conducted between SMEs and large firm product users. Findings - As a result of IPA, the area of concentrated improvement for SMEs are value for money, price, delivery length and refund, while the area of concentrated improvement for large firms is value for money. Satisfaction with authentic product, design, quality, product explanation and buying process for SMEs was significantly or marginally significantly lower than those of large firms. Research Implications The implications - of the findings in this study for the activation of reverse direct purchase between SMEs and large firms are described.