The level of income is one of the specific consumer conditions that susceptible to influence their brand decision-making. Unfortunately, studies on the influence of income mainly focused on price without considering the relationship between brand and consumers. This study aims to examine how brand perceived quality, awareness, association, and loyalty related to the level of income in emerging countries like Thailand and Indonesia. Premium and high-class coffee chain brands choose as the object of this study as the exponential growth of the coffee culture in both countries. A total of 283 respondents have completed an online questionnaire and verified it to be processed into the analysis of variance (ANOVA) and LSD post hoc test for multiple comparison statistical analysis. The result of this study shows that although high-income and low-income consumers in Thailand tend to have the same perceived quality toward the premium coffee brand, in general, there is a significant difference in the mean of brand perceived quality, awareness, and association between various consumers income level in Thailand. Interestingly, this study found that there is no significant difference in the mean of premium coffee brand perceived quality, awareness, association, and loyalty within the group of income levels in Indonesia. This indicates that Indonesians tend to ignore how much money they have in their pocket when it comes to coffee as the coffee culture becoming a new habit and lifestyle.

Recently, the market of the banking industries is growing rapidly in Myanmar. Therefore, banks not only need to focus on attracting new customers but also on maintaining the existing customers by providing the exceptional quality of services in order to survive in extremely stiff competitive industry. This research is attempted to investigate the 5 determinants which lead to customer satisfaction to Ayeyarwaddy Bank (AYA) in Mandalay, Myanmar. The questionnaires were distributed to 200 people who have been experienced of using the service of the 2 branches of the AYA Bank in the same city. Single & multiple linear regression model were used in order to test the hypotheses to find out the beta coefficient and significant level. The finding is that all of the service quality dimensions such as reliability, responsiveness, assurance, empathy and tangibility are rejected and statistically influenced on the customer satisfaction. Keywords: service quality, customer satisfaction, commercial bank