The findings have indicated that script, music, cultural images have a correlation with Vietnamese viewers’ satisfaction with Korean dramas while actors do not affect the overall satisfaction. Based on the findings,the authors provide implications and offer suggestions to Vietnamese filmmakers on improving customer satisfaction, thereby contributing to the development of TV drama production in Vietnam. | VNU Journal of Science Economics and Business Vol. 35 No. 5E 2019 38-50 Original Article A Study of Customers Satisfaction with Korean Dramas in Vietnam Nguyen Hoang Anh Nguyen Thi Nguyet Ha Foreign Trade University 91 Lang Thuong Dong Da Hanoi Vietnam Received 06 September 2019 Revised 20 December 2019 Accepted 26 December 2019 Abstract Along with the spread of the Korean wave Hallyu since the 1990s Korean dramas have become popular worldwide and became a global phenomenon. Entering the Vietnamese market from 1996 Korean dramas have been successful in both attracting audiences interest and filmmakers attention. In order to find out the reasons behind the success of Korean films this paper explored the factors affecting Vietnamese customers satisfaction with Korean TV dramas. Based on the research of factors affecting customer satisfaction by different authors such as Philip Kotler Oliver McColl and Truong the authors have built up a model to explore audience satisfaction with TV drama using 4 factors actor regarding popularity and appearance script music and cultural images. To empirically test the hypotheses 226 responses have been collected through an online questionnaire from November - December 2018 and tested by various statistical analyses such as factor analysis regression analysis and ANOVA. The findings have indicated that script music cultural images have a correlation with Vietnamese viewers satisfaction with Korean dramas while actors do not affect the overall satisfaction. Based on the findings the authors provide implications and offer suggestions to Vietnamese filmmakers on improving customer satisfaction thereby contributing to the development of TV drama production in Vietnam. Keywords Korean drama Korean wave Hallyu TV series customer satisfaction Vietnam. 1. Introduction development policies South Korea today is known to the world as not only one of the most In the 1960s South Korea was one of the developed economies but also the leading .
