THE EFFECTS OF COUNTRY OF ORIGIN AND PERCEIVED RISK ON INITIAL TRUST: AN EXPERIMENTAL EVALUATION OF THE PERCEPTION OF INDONESIAN CONSUMERS ON SERVICE INDUSTRY ACROSS HIGH RISK AND LOW RISK SERVICES

Authors

  • Tara Farina Faculty of School of Marketing, BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120
  • Feranita Feranita Alumni of School of Marketing, BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120

Keywords:

country of origin, corporate reputation, trust, service industry, perceived risk, Indonesia.

Abstract

To uncover how COO and perceived risk affect the initial trust in service industry; and to compare these effects across two service industry – high risk versus low risk. A total of 180 respondents were evaluated with different combinations across 2 service industries. The research findings confirmed the effect of country of origin and corporate reputation on initial trust and the relationship between perceived risk and COO. Before engaging to a service, respondents put into considerations for COO and corporate reputation. COO effect may differ across different service industry.

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Published

2010-11-30

How to Cite

Farina, T., & Feranita, F. (2010). THE EFFECTS OF COUNTRY OF ORIGIN AND PERCEIVED RISK ON INITIAL TRUST: AN EXPERIMENTAL EVALUATION OF THE PERCEPTION OF INDONESIAN CONSUMERS ON SERVICE INDUSTRY ACROSS HIGH RISK AND LOW RISK SERVICES. Journal of Business Strategy and Execution, 3(1), 24 - 48. Retrieved from https://journal.binus.ac.id/index.php/JBSE/article/view/202

Issue

Vol. 3 No. 1 (2010): Published on November 2010

Section

Articles
Abstract 236  .
PDF downloaded 274  .