THE EFFECTS OF COUNTRY-OF-ORIGIN ON THE SERVICE SECTOR: A MULTIDIMENSIONAL APPROACH

ABSTRACT Purpose: This study aims to present an original framework to investigate how the country-of-origin influences the quality perception of a service by breaking down this construct in three sub-dimensions and further verifying their impact both, individually and collectively. Originality/Value: Despite the growing importance of the service sector, both the research in international services marketing and the studies on the Country-of-origin are very limited if compared with those performed on the manufacturing sector and, to our knowledge, none of them used this construct multidimensio...