COUNTRY OF ORIGIN EFFECTS ON SERVICE EVALUATION

Abstract

Recent literature has shown that numerous past studies have examined the effects of service quality, brand image and product features with country-of-origin (COO) effects as customers pay attention to specific service evaluation. This book is a rare work exploring service evaluation with country-of-origin effects. Well-known international researchers with cultural diversities have written various chapters that define the relationship between service quality, brand image, and service evaluation concerning country-of-origin effects to address customer satisfaction. The COO effect also describes bias of a specific nationality, which refers to consumers' psychology and the perceived value that influences the decision based on innovative service. Customers consider the impact of COO and service evaluation associated with a specific service. This work contributes to scientific knowledge on international marketing that describes country-of-origin, which influences consumers' decisions on service quality. The COO effect shows that end consumers decide on service quality and brand features. Service evaluation and the COO effect stimulate service quality and performance. Accordingly, brand features, service quality, and the COO effect promote consumers' perceptions and decision-making beyond their conscious control. The innovative models examine different factors of service evaluation. The work's generalizability supports insight into future research directions for various regions worldwide.