The Multidimensional Character of the COO Effect in Education Services: Its Perception in the Selected European Countries

Abstract

AbstractThe aim of the article is to present multidimensional nature of the country of origin (COO) effect in higher education services and to analyze perception of the power exerted by a particular country in such services, depending on the countries of origin of respondents and services. The data have been collected from 264 students from Poland, Lithuania, and Germany. To analyze the data, a method of the repeated measures analysis of variance has been applied. The results of the research confirm the multidimensional character of the COO effect. Nine European countries which are analyzed in the article are characterized by a high differentiation of the power exerted by the particular countries, which is namely, perception of the COO of the country weighted by the significance of the particular COO dimensions in education services. The results of the research may be applied to plan marketing operations, including development of a product, promotion actions, development of an image, and the positioning of an offer of higher education services for the foreign markets. The value contributed by the following article is: (1) indication of the multidimensional character of an image of the origin country in education services, which has not been confirmed so far; (2) introduction of an original rate, namely: a COO power rate, which includes the significance of a particular COO dimension for consumers as well as the perception of such a COO dimension in the particular origin country of services; (3) the research conducted among the respondents in Europe where the COO effect in education services has not been analyzed so far.KeywordsCountry of origin (COO) effectCOO dimensionsEducation services