John C. Clark, a professor of management at California State University, Sacramento, says his research suggests that Walmartians have not exactly overwhelmed the South Korean market. Wal-Mart opened its first South Korean store in 1996, but Clark says since then its operation in this nation had been plagued by bad locations, high prices and a weak selection of merchandise. According to Professor Clark, Wal-Mart’s stores have suffered at the hands of an indigenous store called the E-Mart chain, which has double the sales per square foot of a Wal-Mart. Clark’s study is titled: “A comparative analysis of satisfaction of American and
Korean customers with discount stores,” and was co-written by HoJong Hwang of
Yong-In University in South Korea. Their study examined a number of factors such as: customer satisfaction, merchandise price and quality, politeness, quick service, assortment of products and overall convenience. The report concludes that South Koreans aren’t as
satisfied with Wal-Mart service or merchandise as Americans are. For
South Koreans, merchandise is the most important part of their overall
satisfaction. “Wal-Mart just hasn’t adjusted well to the South Korean market,” Clark says.”They tried to put in a cookie cutter operation, and it isn’t working for them.”
Thanks to Kevin Gainer, Managing Editor of the Energy Conservation News in Ohio for passing this story on to sprawl-busters.
