Oh Kwang-teak recently spent $310 on a haircut and beauty care at a salon in Seoul's upscale Cheongdamdong district before splashing out $1,100 at a five-star hotel, which, if asked, will fill your bath with chocolate milk. He also visited Hermes and Cartier stores, while his wife had an expensive massage.
All in the name of research.
Oh sells Hyundai Motor cars and is part of a select group of the South Korean firm's dealers tasked with seeing first-hand what makes premium service brands tick -- and applying that to Hyundai cars.
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