Generally speaking, the levels of Trust are based on expectations. Professors such as Barber also argue that the degrees of Trust may vary with universal expectations for the preservation and performance of the natural order or ethical social order, and with exceptional expectations more specifically paying attention to the roles or responsibilities of a human being in social relationship perspective.

Amongst these universal expectations, we must point out that the universal standards of Koreans for the level of Trust are very high. In other words, we can say that Korea has a strong critical tendency compared to other countries. In fact, this critical-oriented mind has been a driving force of economic growth because this tendency of critical thinking requires endless improvements. Nonetheless of constant endeavors of the Korean society to raise the Trust level in many sectors, it appeared to be true that most Koreans do not perceive the consequences to equal to their standards of universal level of Trust.

To start with, the Trust in government and public institution, and the police in particular, are shown very low.

This lower trust level in police seems to have the similar understandings from an annual survey conducted by The Anti-Corruption & Civil Rights Commission (ACRC), the Integrity Index 2019. It reports the 42% of respondents, 14.1% year-on-year increase, believe that there is corruption in the police sector, and also describes significant increases in ‘Corruption rate’ in all industry sector.

Additionally, there had been numerous controversies over the accuracy of the public election polls despite the short Election history in Korea. As such, I’d say that there is also a much room for advancement to the existing research methodology that are taken root as a habitual in our society.

Improvements in integrity of the government and police organization and its members through reformation of their perception to ensure fairness and accuracy, are required in order to increase the Trust in society overall. In the same line, a constant and everlasting development on both technical and methodologies in the political circle, the press, polling agencies, and academia strive is needed, in order to improve the accuracy of public polls to maintain the importance of their outcomes.

Consumers’ Trust in specific companies is based on their “Expectations” that these companies would manufacture them high-quality products, which will further encourages the consumers to imagine the quality of the products or shape their attitudes towards products. Yet, it seems to be insufficient to eventually meet these consumer expectations in the marketing practice of image construction performed by the enterprises.

Moreover, the survey carried out by PMI of the impact of CSR activities on brand value in Korea proves that consumers showing higher interest in not only product functions but also company’s moral aspects including social reputation of the brand, business ethics, and other possible ethical elements of the company. This survey reports that 82.8% of the respondents mentioned that the company’s social reputation can affect their purchase intention. Furthermore, 87.3% believes that companies’ various activities to solve social problems should be taken into account for corporate evaluations. Namely it can be stated that if the corporate evaluations based on their CSR activities increase, contribution of corporates to the enhancement of Trust in society is also expected.

As our society as well as each sector continue to undergo for an unceasing self-reflection, problem-recognizing, and continuous investigation activities aiming for improvements, the Trust in every individual levels will ultimately reach at the high “Expectation level” of their people.

Min Hee Cho

Panel Marketing interactive Co., LTD.

“Familiarity can no longer be a necessary condition for trust. We also confuse trust with familiarity

 Robert C. Solomon Quote

To play their part in building a trusting relationship between the general public & market research, GRBN recently conducted The Global Trust Survey 2020 with many partners globally, including Rakuten Insight. Globally, approximately 10,000 people participated and in Japan, 1,000 participants came from Rakuten Insight’s proprietary panel.

Amongst many highlights was one chart showing Japan standing alone in the category which exhibits very low familiarity of the collection & usage of personal data combined with high concern of misuse.

At first view this can feel contradictory. The Germanic approach whereby once familiar with personal data usage, they start to feel more relaxed can be seen to be more logical. Likewise low familiarity & low concern is easier to imagine.

However, in Japan, although sensitive to data being misused, they seemingly don’t really make any efforts to get familiar with the laws. Two important values in Japanese business culture shed light on this situation – convenience & omotenashi (customer first).

Convenience isa highly regarded commodity in Japan. It’s a society where there is 24-hour shopping, automatic car doors and vending machines selling everything you may need at the push of a button, even opening a door can seem inconvenient! So Japanese consumers expect a convenient solution from companies who use their personal data, and they do not expect to have to understand the regulations themselves.

At the same time, Japanese consumers tend to have high expectations from companies that they will both intuitively understand their concern and manage their personal data properly. This expectation is that companies will demonstrate omotenashi or ‘customer first’ mindset.

Omotenashi has been central to Rakuten Insight for over 20 years but there are a broad range of different values contained in the word due to the cultural context of ‘customer service’ itself. In the West, salesmen have followed the mantra ‘customer is king’. In post war Japan, folk singer Haruo Minami coined the phrase ‘okyakusama wa kamisama desu’ or ‘Customers are Gods’. The original intended meaning was that if you imagine your audience are Gods, you will perform better and gain more personal satisfaction. However, this was misinterpreted and used by marketers, evolving to mean that one should worship one’s customers. Values included in omotenashi are a sense of wholehearted, sincerity, customer centric, anticipation of needs, caring touch, dedication, detailed & full attention. Omotenashi would be the expectation towards the collection & usage of their personal data.

When conducting research in Japan, it is a common experience to see the market as an outlier or identify apparent contradictions. However, with the support of those who know the culture, we can usually see that Japanese consumers have more in common with other markets than differences. Trust, familiarity & concern no longer need to confuse.

Neil Cantle

Rakuten Insight

Neil Cantle, Regional Head at Rakuten Insight lived in Japan for approximately 5 years and worked in Japanese companies for another 7 years. He speaks fluent Japanese and also has a deep understanding of the culture. Neil has experience of conducting research in Japan from fieldwork through to reporting for several blue-chip clients including RB, ITG and Amex and helped clients by providing cultural context and cross-cultural ‘translation’ through consultancy during research studies as well as conducting and attending Japan specific workshops. Neil is married to a Japanese national

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