Purpose – Market researchers often treat Asian consumers as a single entity and compare them with their Western counterparts. The purpose of this paper is to compare and contrast consumers in two Asian countries, Thailand and Turkey. Since global and local brands co‐exist in many regions of...

Concepts of internal marketing and external marketing in the context of service firms are here discussed and examined for their effects on consumer satisfaction. These concepts in the context of foreign and domestic banks in Thailand are focused upon. The results show differences between banks...