Case 22: Daehwa Export Prospect Buyer Search (Refund Case) Overview
Daehwa Export, a Korean exporting company, commissioned KOTRA Dhaka to identify prospective buyers in Bangladesh but later requested a refund after using the service. This case offers practical lessons on expectation management in overseas market research, communication between client firms and trade offices, and the direction of service quality improvement. It also clarifies the reasons behind the refund request and the process improvements needed to prevent recurrence.
Analysis of the Refund Request
Daehwa Export requested a refund mainly because the quality and number of buyers in the delivered list did not meet the company's expectations. The company expected specific contacts that were ready for immediate transactions, while the list that was provided remained closer to a pool of interested prospects and did not sufficiently verify actual buying intent. The root issue was inadequate prior communication about the service scope.
| Area | Client Expectation | What Was Delivered | Gap | Improvement Direction |
|---|---|---|---|---|
| Buyer count | 10 or more companies | 5 companies | -5 companies | State minimum guaranteed volume |
| Buyer quality | Verified purchase intent | Expression of interest only | Intent not verified | Introduce secondary validation |
| Contact detail | Direct line to responsible staff | General company contact | Key contact not confirmed | Secure key decision-maker contact |
| Transaction readiness | Immediate trading potential | Requires longer-term cultivation | Timing gap | Set staged expectations |
| Follow-up support | Meeting arrangement included | List delivery only | Service scope gap | Diversify package options |