Korea Productivity Center Releases "KPC Guide" to Value-Driven Consumption Shaped by Experience

Customer Preference Survey Based on Usage Experience

The Korea Productivity Center (KPC) announced on February 9 that it has released the "KPC Guide," a value-consumption guide based on customer usage experience and customer preference surveys. This survey was conducted to quantitatively analyze preferences for products and services that customers have actually used and to provide information that supports customers' value-driven consumption.

The KPC Guide covered 36 industries and 108 companies and institutions across four sectors (daily consumption, culture and leisure, economic convenience, and content and digital), all of which have high online search volume and a large number of positive mentions and are widely talked about among customers. A total of 19,486 customers with actual usage experience participated in the online survey, and the preference scores for the companies and institutions they responded about were calculated on a 100-point scale.

While meaningful results were derived in each industry, the top-ranked companies in eight industries that have consistently invested in positive customer experiences in particular solidified their image as industry leaders and confirmed their competitiveness. In the daily consumption sector, Mega Coffee emphasized core menu items such as standardized coffee beans and recipes, and the highly purchased "Mega Americano," earning it a reputation as a brand that does not fail. BHC has also continued its success by refining cooking processes and sauce management standards to reduce taste differences between outlets and by launching new menu items such as "Bburinkle" and "Kwasakking" that continuously attract customer interest.

In the culture and leisure sector, companies focusing on improving customer experience stood out. Golfzon enhanced the experience by incorporating user feedback to go beyond simple shot measurement, creating an environment similar to an actual golf course and adding features such as record management and automatic analysis. Sono, a leading resort company in Korea, focused on improving the reservation and check-in processes, which had been the main sources of customer complaints. By simplifying the mobile reservation flow and strengthening on-site waiting-time notifications, it reduced inconveniences in the accommodation process.

In the daily convenience sector, the changes at online platform service leaders Karrot Market and Saramin were notable. Karrot Market has established itself as a neighborhood-based trust platform that goes beyond a secondhand marketplace app by enhancing regional verification and etiquette rating features to ensure transaction safety. Saramin has also reduced job seekers' fatigue and expanded the basis for continued use by standardizing job posting information, visualizing application status, and minimizing repetitive data entry.

In the content and digital sector, ChatGPT and Musinsa recorded the highest customer preference. ChatGPT has become an everyday tool for both work and learning by continuously improving contextual understanding and usability, while Musinsa has reduced consumers' search burden and increased their time spent on the platform by strengthening style-based recommendations and linking them with content.

In addition, the National Museum of Korea, which leads the Korean Wave and has gained global recognition; Sung Sim Dang, whose every new product launch captures nationwide attention; and the Jinju Namgang Yudeung Festival, which has grown into a leading festival in Korea, all received high scores.

KPC plans to expand the scope of future surveys to cover a broader range of social and consumption areas closely related to everyday life and to conduct more multidimensional analyses. Beyond simply announcing preference rankings, it aims to explain why customers are satisfied and why they recommend certain brands, providing companies and institutions with strategies for customer relationship management and providing customers with a basis for rational decision-making. A KPC representative said, "The results of this survey show that the standard for customer preference is not short-term visibility or provocative marketing, but rather how consistently companies have kept their promises to customers in their daily lives."

This content was produced with the assistance of AI translation services.