Marketing i Zarządzanie

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu


ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2016.46-16
CC BY-SA   Open Access   CEEOL

Lista wydań / nr 5 (46) 2016
Country-of-origin effect in professional services – literature review
(Rola efektu kraju pochodzenia (COO) w usługach profesjonalnych − przegląd literatury)

Autorzy: Marek Gnusowski
Uniwersytet Ekonomiczny w Poznaniu, Wydział Zarządzania
Słowa kluczowe: marketing usług usługi profesjonalne efekt kraju pochodzenia (COO)
Data publikacji całości:2016
Liczba stron:9 (155-163)
Klasyfikacja JEL: L84 M31
Cited-by (Crossref) ?:

Abstrakt

Koncepcja efektu kraju pochodzenia (COO) była wielokrotnie opisywana i analizowana w literaturze marketingowej. Zdecydowana większość prowadzonych w tym zakresie badań dotyczyła produktów materialnych, natomiast zjawisko pozostaje stosunkowo słabo rozpoznane w marketingu usług, a zwłaszcza usług profesjonalnych. Artykuł ma charakter teoretyczny, a jego głównym celem jest analiza zależności pomiędzy efektem kraju pochodzenia a marketingiem usług profesjonalnych. Sformułowane wnioski, oprócz przeglądu dotychczas dostępnej wiedzy, określają również przyszłe kierunki badawcze w tym zakresie. 
Pobierz plik

Plik artykułu

Bibliografia

1.Ahmed, Z.U., Johnson, J.I., Ling, C.K, Fang, T.W., Nui, A.K. (2002). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19 (3), 279−302.
2.Baker, M.J., Currie, C.A. (1993). Country of origin: the fifth element of the marketing mix? Loughborough: Marketing Education Group.
3.Bannister, J.P., Saunders, J.A. (1978). UK consumers’ attitudes towards imports: the measurement of national stereotype image. European Journal of Marketing, 12 (8), 562−570.
4.Boguszewicz-Kreft, M., Magier-Lakomy, E., Janiunaite, B. (2016). Dimension of the country of origin effect in the perception of medical services in EU countries – an international comparison. 23rd International Academic Conference, Venice. Retrieved from: www.iises.net/proceedings/23rd-international-academic-conference-venice.
5.Bharadwaj, S.G., Varadarajan, P.R., Fahy, J. (1993). Sustainable competitive advantage in service industries: a conceptual model and research propositions. Journal of Marketing, 57, 83−99.
6.Bloom, P. (1984). Effective marketing practice for professional services. Harvard Business Review, September/October, 102−110.
7.Capar, N., Kotabe, M. (2003). The relationship between international diversification and performance in service firms. Journal of International Business Studies, 34 (4), 345−355.
8.Daniell, M.H. (2006). Mastering the dynamic nature of modern strategy. Handbook of Business Strategy, 7 (1), 35−41.
9.Greenwood, E. (1957). Attributes of a profession. Social Work, 2, 5−45.
10.Gummesson, E. (1978). Towards a theory of professional services marketing. Industrial Marketing Management, 7 (2), 89−95.
11.Han, M.C., Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19 (2), 235−255.
12.Harrison-Walker, L. (1995). The relative effects of national stereotype and advertising information on the selection of a service provider. Journal of Services Marketing, 9 (1), 47−59.
13.Hausman, A.V. (2003). Professional service relationships: a multi-context study of factors impacting satisfaction, re-patronization, and recommendations. Journal of Services Marketing, 17 (3), 226−242.
14.Jaakkola, E., Halinen, A. (2006). Problem solving within professional services: evidence from the medical field. International Journal of Service Industry Management, 17, 409−429.
15.Javalgi, R.G., Cutler, B.D., Winans, W.A. (2001). At your service! Does country of origin research apply to services? Journal of Services Marketing, 15 (6/7), 565.
16.Jones, O.J. (1997). Responding to the challenge: a professional services perspective. Facilities, 15 (3/4), 92−96.
17.Kim, S.-M., Choi, M.-K., Oh, J.-Y. (2009), Effects of country-image on expectation of medical tour. Journal of the Korean society for quality management, 37 (4), 87−99.
18.Lapierre, J. (1997). What does value mean in business-tobusiness professional services? International Journal of Service Industry Management, 8 (5), 377−397.
19.Maister, D. (1993). Managing the professional services firm. New York: The Free Press.
20.Mattila, A. (1999). The role of culture and purchase motivation in service encounter evaluations. Journal of Services Marketing, 13 (4/5), 376−389.
21.Michaelis, M., Woisetschläger, D.M., Backhaus, C., Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust. International Marketing Review, 25 (4), 404−422.
22.Morrish, S.C., Lee, C. (2011). Country of origin as a source of sustainable competitive advantage: the case for international higher education institutions in New Zealand. Journal of Strategic Marketing, 19 (6), 517−529.
23.Nagashima, A. (1970). A comparison of Japanese and U.S. attitudes toward foreign products. Journal of Marketing, 54 (1), 68−74.
24.Peters, N., (2011). The country-of-origin effect on perception of services. Munich, GRIN Verlag. Retrieved from: www.grin.com/en/e-book/179414/the-country-of-origin-affect- on-perception-of-services.
25.Reid, M., (2008). Contemporary marketing in professional services. Journal of Services Marketing, 22 (5), 374−384.
26.Reihlen, M., Apel, B.A. (2007). Internationalization of professional services as learning – a constructivist approach. International Journal of Service Industry Management, 18, 140−151.
27.Roth, M.S., Romeo, J.B., (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23 (3), 477−497.
28.Roth, K.P., Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62 (7), 726−740. Retrieved from: http://dx.doi.org/10.1016/j.jbusres.2008.05.014.
29.Sampson, S.E., Froehle, C.M. (2006). Foundations and implications of a proposed unified services theory. Production and Operations Management, 15 (2), 329−343.
30.Schwieger, G., Otter, T., Strebinger, A. (1997). The influence of country of origin and brand on product evaluation and the implications thereof for location decisions. CEMS Business Review, 2, 5−26.
31.Smedlund, A. (2008). Identification and management of high-potential professional services. Management Decision, 46 (6), 864−879.
32.Thakor, M.V., Kumar, A. (2000). What is a professional service? A conceptual review and bi-national investigation. Journal of Services Marketing, 14 (1), 63−82.
33.Thelen, S.T., Honeycutt Jr, E.D., Murphy, T.P. (2010). Services offshoring. Managing Service Quality: An International Journal, 20 (3), 196−212.
34.Toivonen, M. (2004). Foresight in services: possibilities and special challenges. The Service Industries Journal, 24 (1), 79−98.
35.Walsh, K., Gordon, J.R. (2010). Understanding professional service delivery. International Journal of Quality and Service Sciences, 2 (2), 217−238.
36.Wang, C., Lamb, C. (1983). The impact of selected environmental forces upon consumers’ willingness to buy foreign products. Journal of the Academy of Marketing Science, 11 (2), 71−84.
37.Zhang, H., Wang, T., Xie, Z. (2013). Research on country of service origin − the moderating effect of service characteristics. Advances in Information Sciences & Service Sciences, 5 (9), 608−617.