Purpose – The purpose of the paper is to examine customer satisfaction and dissatisfaction with interpersonal vs internet service encounters in Thai retail stockbrokerage and corporate banking.Design/Methodology/Approach – In each of two separate projects, in-depth qualitative interviews...

Describes application of qualitative in-depth interviewing to understand concepts in a new cultural context and assess. Discussion of the qualitative methodology in Thailand to assess customer perceptions of internet-based services vs. interpersonal services