Abstract
ABSTRACT Refined instruments of multidimensional country image scale are applied along with structural equation modeling (SEM), paired-samples t-test, and compared means statistical techniques to analyze 203 structured questionnaires collected by combining mall-intercept with online surveys to study whether country image effectively influences consumers’ quality evaluation of intangible services. The context is airlines from three sourcing countries categorized as developing and developed economy entities. The stream of country image research to date has been disproportionately focused on products. The results of this investigation, based on the theory of reasoned action by using the hierarchy-of-effects model, demonstrate that a single cue, country image, positively affects consumers’ evaluation of intangible services. These results supplement the long disregarded research in services; especially in the ever-increasing globalization of the service sector in the new information-based economy.
Published Version
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