• Journal of International Area Studies (JIAS)
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• v.13 no.4
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• pp.251-284
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• 2010

Through specific cases, this article examines the causes and measures to overcome cultural divergences most frequently encountered by Koreans living in Vietnam and Korean-contacting Vietnamese in terms of mode of communication, mode of living and mode of doing business. Historical reality proves that Vietnam and Korea have a lot in common in history, culture and society, due to the influence from the Chinese culture on both countries. However, each country has its own acculturation, hence, there exist, apart from the normal dissimilarities, differences between the two countries especially in natural environment andpolitical systems. As a result, in Vietnam, Koreans and Vietnamese have met with quite a lot of divergences in communication, business and living activities. In order to overcome these cultural divergences, in addition to the ceaseless efforts made by Koreans in Vietnam and Korean-contacting Vietnamese, there should be concern, assistance as well as cooperation between the people and the authorities of the two countries. We should draw lessons from the groundless or trivial affairs which, springing from the Chinese people's dislike for Koreans, have been blown up and disseminated on the internet; where by we are to reconsider the relationship between Koreans and Vietnamese. What is more, Korea still feels historically ashamed to have sent nearly 350,000 soldiers to the wa rin Vietnam for economic purposes in the past. As our predecessors brought about that historic shame to get bread for our fatherland in exchange, our generation today should approach Vietnam out of a sense of responsibility towards history. Having experienced a period of economic difficulties, Vietnam innovated and started its open-door policy in 1987. However, this event should not be regarded as the reason for us to approach Vietnam with only one rigid economic principle.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.5
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• pp.77-90
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• 2016

This study is to examine the importance of site selection and service quality in franchise business as food service franchise became one of the fastest-growing service industries today. The chief finding of this study is as follows: First, a survey in locational and service quality factors affecting food service franchise shows that responders are more concerned with hygiene and visibility of the store than proximity and transportation advantages which reflects low statistical significance, thus the distance did not seem to be a big problem for the responders in the context that they mostly visit nearby food franchise. Second, the examination of the influence by the service quality factors and customer satisfaction shows significant positive relation with customer response, speed and accuracy, and accuracy factors which reveals that the responders prefer prompt response and swift judgment toward the customer's needs and expectations, professional knowledge services to the credibility factors in which little correlation with the customer satisfaction were found. Third, the examination of the influence by the service quality factors, locational factors, and re-visit reveals that customer response and specialty showed statistically significant correlation with intention of WOM (Word of Mouth) and revisit, which suggests that swift judgment and response toward the customer's needs and expectations, professional knowledge services is of great importance to both customer satisfaction and revisit. The study on the aspects of locational and service quality factors affecting franchise industry's customer satisfaction was conducted as above, an investigation in both factors' influence on the customer satisfaction was made, and based on the results of the analysis, this research seeks an optimal operation strategy of a franchise business. Food service franchise are relatively very competent to business adminstration and reaction capability to consumption changes due to the already established market, and there are stores springing up everywhere inspired by the founders who are too confident of their success in the franchise business. However, it is necessary for the franchise beginners to figure out a zone oriented, regular customer oriented business strategy than just complying with the head office manual. Owing to an increasing trend of opening medium to large sized stores and investments in the wake of converting to multiple business type Korean food franchise, there is growing need to set up new concept of store development and operational management strategy in order to overcome the excessive competition and limited sales volume of the old-fashioned small sized, small capital franchise stores. Furthermore, as most business category of food service franchise serve very similar menus, from a product differentiation point of view, it is required to map out flexible sales concept including the adoption of competitive and low-price strategy. In conclusion, as is shown in the analytical research, the customers' optimal choice fluctuate over their preferences like customer convenience and circumstances rather than insisting on specific brand, thus it will be necessary for the franchise stores to draw up aggressive strategy and planning in running food service franchise to maximize their profits.