Cross-National Comparison of Costco ’ s localization and Consumer Satisfaction in East Asia-猫眼课题宝

Costco 东亚本地化及消费者满意度的跨国比较

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2014

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Jungyim Baek

In a study examining grocery retailerchoices of Costco and domestic retailers from two different countries (Japan and Korea), we examined Costco’s localization and consumers satisfaction. Theresults suggest that while they have a tendency to dislike purchasing in bulk and paying a membership fee, consumers in two countriesare commonly satisfied with Costco’s business concept. In particular, Costco’s merchandising differs from their domestic counterparts, andstrategies aimed at attending to its core task may be more successful on a global scale.