SOUTH KOREA. Lotte Duty Free has been ranked the number one duty free retailer across three domestic indices in South Korea in recent weeks.
The company was recognised for its brand competitiveness and customer service despite difficulties it has faced over the THAAD dispute between China and South Korea, a spokesperson said.
The retailer was awarded first place in the National Customer Satisfaction Index (NCSI) duty free category during a ceremony at Lotte Hotel in Seoul attended by Lotte Duty Free CEO Jang Sun-wook on 5 November. In March, Lotte Duty Free was named the number one duty free company in the Korean Brand Power Index (K-BPI) and in August it secured a similar top spot in the National Brand Competitiveness Index (NBCI).
NCSI, which is organised by the Korea Productivity Centre, evaluates a company’s quality of service and value for customers. The index surveyed Korean and international shoppers who visited duty free shops within the past six months and purchased products worth over US$100. Lotte Duty Free was commended for its convenient shopping options, expansion of its Hallyu (Korean Wave) marketing programme and efforts to continuously improve the shopping environment at each branch.
The K-BPI is an important index measuring brand power, Lotte Duty Free said. The retailer was selected as the number one brand for the 10th consecutive year since the introduction of the duty free category in 2008.
In March, Lotte Duty Free earned the ‘Golden Brand’ certification, also for the 10th consecutive year , from the NBCI – an index that measures the brand competitiveness of 233 names across 64 industries in South Korea each year. A brand’s competitiveness is calculated through brand awareness, image and relationship-building formed by marketing activities.
Lotte Duty Free established a service innovation team earlier this year to strengthen its brand and improve customer service. “We implemented a service-diagnosis system to monitor by point and share improvement suggestions to strengthen on-site customer service management,” said a Lotte Duty Free spokesperson.
To improve its service levels, the company has produced a range of teaching materials and conducts regular training. An in-house service coach was hired to enhance staff professionalism. “In the past, we provided service training for new employees only. But from this year we have been able to adapt quickly through ongoing training, such as supplementary training for employees who have been with the company for three months,” the company said. In order to improve customer service, Lotte Duty Free plans to enhance and extend on-site service training along with target-based initiatives.
Lotte Duty Free CEO Jang Sun-wook said: “I believe that [Lotte’s achievements in the] top three dominant indices in the domestic market are the result of our hard work in 2017. Backed by our 37 years of experience, we will do our best to offer a service that prioritises customers and enhances our brand value. Lotte aims to become a company that supports tourism in Korea.”
