Customer Service Behaviours in Korea and Implications for Training: Lessons from an Exploratory Critical Incidents Study of Customer and Employee Service Encounters

Abstract

This research was conducted primarily to identify favourable and unfavourable service behaviours in Korea through interviews with service employees, using the critical incident technique. The findings of this study provided basic information about premier customer service from Korean employees' perspectives, and suggested some recommendations for customer service training and for systems improvements in Korean organizations. Also, the need for culture-specific customer service practice backed by knowledge and theory of the impact of culture on customer behaviours has been stressed.