The country-of-origin affect on perception of services

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The thesis explores the challenges faced by the service sector in the internationalization process, particularly focusing on country-of-origin effects (COO) and their impact on consumer quality expectations (ESQ). It highlights the unique characteristics of services, such as inseparability of provision and consumption, which complicate market entry strategies. The research investigates whether providing information about training in the company's home country can mitigate the negative effects of incongruence in COO facets, especially when local staff is prioritized over expatriates.