Internal and External Marketing: Effects on Consumer Satisfaction in Banks in Thailand

Abstract

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 and a strong relationship between internal marketing and consumer satisfaction. The effective practice of internal marketing appears to influence the effectiveness of external marketing programmes influencing customer satisfaction.

Citation

Tansuhaj, P., Wong, J. and McCullough, J. (1987), "Internal and External Marketing: Effects on Consumer Satisfaction in Banks in Thailand", International Journal of Bank Marketing, Vol. 5 No. 3, pp. 73-83. https://doi.org/10.1108/eb010812