Yin-yang of Emotions. Love and Hate Dynamics and Service Quality Image in the Airline Industry

• Autorzy: Ceren Morcote Santos

Warianty tytułu

Yin-yang emocji. Dynamika miłości i nienawiści oraz obraz jakości usług w branży lotniczej

• Języki publikacji: EN

Abstrakty

EN

Country-of-origin (COO) phenomenon has gained considerable importance with the recognition that it could function as a weakness or strength, which can cause international companies either to have a competitive edge in the market or to lag behind their competitors. However, even though there has been an immense variety of studies under the COO domain, since the first study was carried out in 1965, the number of studies conducted in the area of services pales compared with those concerning tangible products. This study demonstrates the COO effect in the field of services marketing, and it builds a bridge between the COO literature and novel consumer tendencies, such as acculturation to global consumer culture, consumer affinity along with consumer ethnocentrism and consumer animosity. In order to explore the interactions and the effects of consumers' dispositions toward foreign countries upon the service quality image, all positive and negative consumer dispositions in both the most and the least liked country settings were examined. Results revealed how opposite forces can be interconnected during the process of service quality evaluation. (original abstract)

Odwoływanie się do kraju pochodzenia (country-of-origin, COO) zyskało na znaczeniu wraz z uznaniem, że może być ono źródłem słabości lub siły, co z kolei może powodować, że międzynarodowe firmy będą miały przewagę konkurencyjną na rynku lub będą pozostawać w tyle za swoimi konkurentami. Badania w dziedzinie COO są liczne, różnorodne i mają długą historię, jako że pierwsze takie badanie przeprowadzono już w 1965 r. Niemniej liczba badań w dziedzinie usług jest nikła w porównaniu z badaniami dotyczącymi produktów materialnych. Niniejsze badanie demonstruje efekt COO w dziedzinie marketingu usług i buduje pomost między literaturą COO a nowymi tendencjami konsumenckimi, takimi jak akulturacja do globalnej kultury konsumenckiej oraz nastawienie konsumentów, obejmujące etnocentryzm konsumencki i niechęć wobec marek. W celu zbadania interakcji i wpływu nastawienia konsumentów wobec innych krajów na obraz jakości usług zbadano pozytywne i negatywne nastawienia konsumentów zarówno w najbardziej, jak i najmniej lubianych krajach. Wyniki ujawniły, w jaki sposób przeciwstawne siły mogą być ze sobą powiązane podczas procesu oceny jakości usług. (abstrakt oryginalny)

Słowa kluczowe

EN

Country of origin (COO); Ethnocentrism; Service marketing; Airlines

PL

Kraj pochodzenia produktu; Etnocentryzm; Marketing usług; Linie lotnicze

• Czasopismo: Marketing i Rynek
• Rocznik: 2023
• Numer: nr 11
• Strony: 17--28

Twórcy

autor

Ceren Morcote Santos

• Dokuz Eylul University, Izmir, Turkey

Bibliografia

• Ahmed, Z., Anang, R., Othman, N., & Sambasivan M. (2013). To purchase or not to purchase US products: Role of religiosity, animosity, and ethnocentrism among Malaysian consumers. Journal of Services Marketing, 27(7), 551-563. https://doi.org/10.1108/JSM-01-2012-0023
• Ahmed, Z. U., Johnson, J. P., Ling, C. P., Fang, T. W., & Hui A. K. (2002). Country-of-origin and brand effects on consumers' evaluations of cruise lines. International Marketing Review, 19(3), 279-302. https://doi.org/10.1108/02651330210430703
• Aichner, T., & Shaltoni, A. M. (2018). Marketing of specialized products and services to consumers with disabilities: Exploring the role of advertising, country-of-origin, and e-commerce. The International Review of Retail, Distribution and Consumer Research, 28(2), 115-136. https://doi.org/10.1080/09593969.2017.1364658
• Alamro, A., & Rowley, J. (2011). Antecedents of brand preference for mobile telecommunications services. Journal of Product & Brand Management, 20(6), 475-486. https://doi.org/10.1108/10610421111166621
• Al-Issa, N., & Dens, N. (2021). How do religiosity and acculturation to the global consumer culture drive the perceived value of luxury? A study in Kuwait. Journal of Islamic Marketing (ahead-of-print). https://doi.org/10.1108/JIMA-03-2021-0080
• Al-Sulaiti, K. I., & Baker, M. J. (1998). Country of origin effects: a literature review. Marketing Intelligence & Planning, 16(3), 150-199. https://doi.org/10.1108/02634509810217309
• Asseraf, Y., & Shoham, A. (2016). The "tug of war" model of foreign product purchases. European Journal of Marketing, 50(3/4), 550-574. https://doi.org/10.1108/EJM-12-2012-0702
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
• Bandyopadhyay, S. (2016). Investigating quality perceptions of international services by Chinese consumers. Thunderbird International Business Review, 58(3), 251-260. https://doi.org/10.1002/tie.21746
• Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., & Chumpitaz, R. (2016). Global brand ownership: The mediating roles of consumer attitudes and brand identification. Journal of Business Research, 69(9), 3629-3635. https://doi.org/10.1016/j.jbusres.2016.03.023
• Bernard, Y., & Zarrouk-Karoui, S. (2014). Reinforcing willingness to buy and to pay due to consumer affinity towards a foreign country. International Management Review, 10(2), 57-67.
• Berry, J. W., & Sam, D. (1997). Acculturation and adaptation. In: J. W. Berry et al. (Eds.), Handbook of Cross-Cultural Psychology: Social Behaviour and Applications (291-326). Allyn & Bacon.
• Bieber, F. (2018). Is nationalism on the rise? Assessing global trends. Ethnopolitics, 17(5), 519-540. https://doi.org/10.1080/17449057.2018.1532633
• Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-100.
• Bourke, A. (2000). A model of the determinants of international trade in Higher Education. Service Industries Journal, 20(1), 110-138. https://doi.org/10.1080/02642060000000007
• Cheng, J., Wang, E., Lin, J., Chen, L., & Huang W. H. (2008). Do extrinsic cues affect purchase risk at international e-tailers: The mediating effect of perceived e-tailer service quality. Journal of Retailing and Consumer Services, 15(5), 420-428. https://doi.org/10.1016/j.jretconser.2007.11.001
• Cilingir, Z., & Basfirinci, C. (2014). The impact of consumer ethnocentrism, product involvement, and product knowledge on country-of-origin effects: An empirical analysis on Turkish consumers' product evaluation. Journal of International Consumer Marketing, 26(4), 284-310. https://doi.org/10.1080/08961530.2014.916189
• Cleveland, M., & Bartsch, F. (2019). Epilogue on global consumer culture: Epistemology and ontology. International Marketing Review, 36(4), 598-606. https://doi.org/10.1108/IMR-07-2019-379
• Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259. https://doi.org/10.1016/j.jbusres.2006.11.006
• Czarnecka, B., & Schivinski, B. (2019). Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards and beliefs about advertising. Journal of Global Marketing, 32(4), 219-238. https://doi.org/10.1080/08911762.2019.1600094
• Diamantopoulos, A., Arslanagic-Kalajdzic, M., & Moschik, N. (2020). Are consumers' minds or hearts guiding country of origin effects? Conditioning roles of need for cognition and need for affect. Journal of Business Research, 108(January), 487-495. https://doi.org/10.1016/j.jbusres.2018.10.020
• Dinnie, K. (2004). Country-of-origin 1965-2004: A literature review. Journal of Customer Behaviour, 3(2), 165-213. https://doi.org/10.1362/1475392041829537
• Durvasula, S., & Lysonski, S. (2016). Finding cross-national consistency: Use of G-Theory to validate acculturation to global consumer culture measure. Journal of Global Marketing, 29(2), 57-70. https://doi.org/10.1080/08911762.2016.1138564
• Effendi, I., Murad, M., Rafiki, A., & Lubis, M. M. (2021). The application of the theory of reasoned action on services of Islamic rural banks in Indonesia. Journal of Islamic Marketing, 12(5), 951-976. https://doi.org/10.1108/JIMA-02-2020-0051
• Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image variables in multi-attribute product evaluations: Country-of-origin effects. Journal of Consumer Research, 11(2), 694-699. https://doi.org/10.1086/209005
• Eroglu, S. A., & Machleit, K. A. (1989). Effects of individual and product-specific variables on utilising country of origin as a product quality cue. International Marketing Review, 6(6), 27-41. https://doi.org/10.1108/EUM0000000001525
• Ferguson, J. L., Dadzie, K. Q., & Johnston, W. J. (2008). Country-of-origin effects in service evaluation in emerging markets: Some insights from five West African countries. Journal of Business and Industrial Marketing, 23(6), 429-437. https://doi.org/10.1108/08858620810894472
• Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley.
• Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.1177/002224378101800313
• Garcia-Gallego, J. M., & Chamorro Mera, A. (2017). COO vs ROO: Importance of the origin in customer preferences towards financial entities. International Marketing Review, 34(2), 206-223. https://doi.org/10.1108/IMR-03-2015-0069
• Gill, T., Kim, H. J., & Ranaweera, C. (2017). Ethnic stereotyping in service provision: When do stereotypes affect the performance expectations and evaluation of ethnic service providers? Journal of Service Theory and Practice, 27(3), 520-546. https://doi.org/10.1108/JSTP-03-2016-0056
• Good, L. K., & Huddleston, P. (1995). Ethnocentrism of Polish and Russian consumers: Are feelings and intentions related. International Marketing Review, 12(5), 35-48. https://doi.org/10.1108/02651339510103047
• Guo, G., Tu, H., & Cheng, B. (2018). Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: A moderated-mediation model. Journal of Consumer Marketing, 35(7), 688-697. https://doi.org/10.1108/JCM-06-2017-2239
• Gupta, N. (2013). Understanding acculturation of consumer culture in an emerging market: An analysis of urban, educated, middle-class Indian consumers. International Journal of Emerging Markets, 8(1), 24-40. https://doi.org/10.1108/17468801311297264
• Gurhan Canli, Z., & Maheswaran, D. (2000). Determinants of country-of-origin evaluations. Journal of Consumer Research, 27(1), 96-108. https://doi.org/10.1086/314311
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010) Multivariate Data Analysis. 7th Edition. Pearson.
• Han, C. M. (2017). Individualism, collectivism, and consumer animosity in emerging Asia: Evidence from Korea. Journal of Consumer Marketing, 34(4), 359-370. https://doi.org/10.1108/JCM-09-2016-1937
• Han, M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-255.
• Harrison-Walker, L. J. (1995). The relative effects of national stereotype and advertising information on the selection of a service provider: An empirical study. Journal of Services Marketing, 9(1), 47-59. https://doi.org/10.1108/08876049510079880
• Hauff, C. J., & Nilsson, J. (2017). The impact of country-of-origin cues on consumer investment behavior: The moderating influence of financial brand strength and investment management style. European Journal of Marketing, 51(2), 349-366. https://doi.org/10.1108/EJM-01-2016-0033
• Hoang, H. T., Ho, K. N. B., Tran, T. P., & Le, T. Q. (2022). The extension of animosity model of foreign product purchase: Does country of origin matter? Journal of Retailing and Consumer Services, 64(102758). https://doi.org/10.1016/j.jretconser.2021.102758
• Hong, S., & Wyer, R. (1989). Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective. Journal of Consumer Research, 16(2), 175-187. https://doi.org/10.1086/209206
• Huddy, L., Del Ponte, A., & Davies, C. (2021). Nationalism, patriotism, and support for the European Union. Political Psychology, 42(6), 995-1017.
• Johansson, J. K., Douglas, S. P., & Nonaka, I. (1985). Assessing the impact of country of origin on product evaluations: A new methodological perspective. Journal of Marketing Research, 22(4), 388-396.
• Islam, T., & Hussain, M. (2022). How consumer uncertainty intervenes country of origin image and consumer purchase intention? The moderating role of brand image. International Journal of Emerging Markets (ahead-of-print). https://doi.org/10.1108/IJOEM-08-2021-1194
• Josiassen, A., & Assaf, G. A. (2013). Look at me - I am flying: The influence of social visibility of consumption on tourism decisions. Annals of Tourism Research, 40(1), 155-175. https://doi.org/10.1016/j.annals.2012.08.007
• Josiassen, A., Lukas, B. A., & Whitwell, G. J. (2008). Country-of-origin contingencies: Competing perspectives on product familiarity and product involvement. International Marketing Review, 25(4), 423-440. https://doi.org/10.1108/02651330810887477
• Kan, G., Cliquet, G., & Gallo, M. P. (2014). The effect of country image on hypermarket patronage intention: A cross-cultural study in China and Spain. International Journal of Retail and Distribution Management, 42(2), 106-130. https://doi.org/10.1108/IJRDM-09-2012-0080
• Kashif, M., Awang, Z., Walsh, J., & Altaf, U. (2015). I'm loving it but hating US: Understanding consumer emotions and perceived service quality of US fast food brands. British Food Journal, 117(9), 2344-2360. https://doi.org/10.1108/BFJ-01-2015-0040
• Khachaturian, J. L. & Morganosky, M. A. (1990). Quality perceptions by country of origin. International Journal of Retail & Distribution Management, 18(5), 21-30. https://doi.org/10.1108/EUM0000000002934
• Kim J. S., Cho, Y. K., Kim, H. K., & Liu, H. (2015). Country of origin and brand image influences on perceptions of online game quality. Journal of Consumer Behaviour, 14(6), 389-398. https://doi.org/10.1002/cb.1554
• Klein, J. G., & Ettenson, R. (1999). Consumer animosity and consumer ethnocentrism. Journal of International Consumer Marketing, 11(4), 53-74. https://doi.org/10.1300/J046v11n04_02
• Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the Peoples of Republic China. Journal of Marketing, 62(January), 89-100. https://doi.org/10.1177/002224299806200108
• Leong, S., Cote, J., & Ang, S. (2008). Understanding consumer animosity in an international crisis: Nature, antecedents, and consequences. Journal of International Business Studies, 39(2008), 996-1009. https://doi.org/10.1057/palgrave.jibs.8400392
• Luedicke, M. K. (2011). Consumer acculturation theory: (Crossing) conceptual boundaries. Consumption Markets and Culture, 14(3), 223-244. https://doi.org/10.1080/10253866.2011.574824
• Maheswaran, D., & Chen, C. Y. (2006). Nation equity: Incidental emotions in country-of-origin effects. Journal of Consumer Research, 33(3), 370-376. https://doi.org/10.1086/508521
• Maruyama, M., & Wu, L. (2014). The relevance of retailer country-of-origin to consumer store choice: Evidence from China. International Marketing Review, 31(5), 462-476. https://doi.org/10.1108/IMR-03-2013-0060
• Nagashima, A. (1970). A comparison of Japanese and U. S. attitudes toward foreign products. Journal of Marketing, 34(1), 68-74.
• Nghiem-Phu, B., & Nguyen, T. H. (2020). Impacts of perceived country image, institution image and self-image on students' intention to study abroad: A study in Hanoi, Vietnam. Journal of Marketing for Higher Education, 30(1), 26-44. https://doi.org/10.1080/08841241.2019.1658146
• Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory. McGraw-Hill.
• Oberecker, E. M., Riefler, P., & Diamantopoulos, A. (2008). The consumer affinity construct: Conceptualization, qualitative investigation, and research agenda. Journal of International Marketing, 16(3), 23-56. https://doi.org/10.1509/jimk.16.3.23
• Oberecker, E. M., & Diamantopoulos, A. (2011). Consumers' emotional bonds with foreign countries: Does consumer affinity affect behavioral intentions? Journal of International Marketing, 19(2), 45-72. https://doi.org/10.1509/jimk.19.2.45
• Olson, J., & Jacoby, J. (1972). Cue utilization in the quality perception process. In: M. Venkatesan (Ed.), Proceedings of the Third Annual Conference of the Association for Consumer Research (167-179). Association for Consumer Research.
• Ostrovskiy, A., Garkavenko, V., & Rybina, L. (2021) Influence of socio-psychological factors on consumers purchasing behavior in Kazakhstan, The Service Industries Journal, 41(7-8), 527-552. https://doi.org/10.1080/02642069.2019.1601707
• Poddar, A., Ozcan, T., & Madupalli, R. K. (2015). Foreign or domestic: Who provides better customer service? Journal of Services Marketing, 29(2), 124-136. https://doi.org/10.1108/JSM-03-2014-0081
• Putri, A. I. (2021). The acculturation to global consumer culture towards purchase decision of South Korean skincare and cosmetic product. Advanced International Journal of Business, Entrepreneurship and SME's, 3(9), 102-122. https://doi.org/10.35631/aijbes.39008
• Riefler, P., & Diamantopoulos, A. (2007). Consumer animosity: A literature review and a reconsideration of its measurement. International Marketing Review, 24(1), 87-119. https://doi.org/10.1108/02651330710727204
• Roggeveen, A. L., Bharadwaj, N., & Hoyer, W. D. (2007). How call center location impacts expectations of service from reputable versus lesser-known firms. Journal of Retailing, 83(4), 403-410. https://doi.org/10.1016/j.jretai.2007.03.008
• 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. https://doi.org/10.1057/palgrave.jibs.8490276
• Sadiq & Ahmad, M. S. (2023). Buying US products and services: religiosity, animosity, and ethnocentrism of young consumers. Journal of Islamic Marketing, 14(5), 1188-1210. https://doi.org/10.1108/JIMA-08-2021-0263
• Sapic, S., Filipovic, J., & Dlacic, J. (2019). Consumption in fast-food restaurants in Croatia and Serbia. British Food Journal, 121(8), 1715-1729. https://doi.org/10.1108/BFJ-04-2018-0264
• Schooler, R. D. (1965). Product bias in the Central American common market. Journal of Marketing Research, 2(4), 394-397.
• Serrano-Arcos, M. M., Sánchez-Fernández, R., Pérez-Mesa, J. C., & Riefler, P. (2022). A review of consumer affinity research: Recent advances and future directions. International Marketing Review, 39(5), 1252-1282. https://doi.org/10.1108/IMR-01-2021-0011
• Shanahan, K. J., & Hyman, M. R. (2007). An exploratory study of desired hotel attributes for American tourists vacationing in China and Ireland. Journal of Vacation Marketing, 13(2), 107-118. https://doi.org/10.1177/1356766707074735
• Shankarmahesh, M. N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146-172. https://doi.org/10.1108/02651330610660065
• Shimp, T. A., Dunn, T. H., & Klein, J. G. (2004). Remnants of the U.S. Civil War and Modern Consumer Behavior. Psychology & Marketing, 21(2), 75-91. https://doi.org/10.1002/mar.10116
• Shoham, A., Davidow, M., Klein, J. G., & Ruvio, A. (2006). Animosity on the home front: The intifada in Israel and its impact on consumer behavior. Journal of International Marketing, 14(3), 92-114. https://www.jstor.org/stable/25049056
• Sultan, F., & Simpson, M. C. (2000). International service variants: Airline passenger expectations and perceptions of service quality. Journal of Services Marketing, 14(3), 188-216. https://doi.org/10.1108/08876040010327211
• Supphellen, M., & Rittenburg, T. L. (2001). Consumer ethnocentrism when foreign products are better. Psychology and Marketing, 18(9), 907-927. https://doi.org/10.1002/mar.1035
• Terasaki, S., Ishii, H., & Isoda, Y. (2022). Influence of consumer affinity toward foreign countries on consumers' regulatory focuses. Journal of International Consumer Marketing, 34(3), 346-356. https://doi.org/10.1080/08961530.2021.1961335
• Tong, X., & Li, C. (2013). Impact of brand personality and consumer ethnocentrism in China's sportswear market. Asia Pacific Journal of Marketing and Logistics, 25(3), 491-509. https://doi.org/10.1108/APJML-08-2012-0081
• Turner, J. C., Brown, R. J., & Tajfel, H. (1979). Social comparison and group interest in ingroup favoritism. European Journal of Social Psychology, 9(2), 187-204. https://doi.org/10.1002/ejsp.2420090207
• Verlegh, P. (2007). Home country bias in product evaluation: The complementary roles of economic and socio-psychological motives. Journal of International Business Studies, 38, 361-373. https://doi.org/10.1057/palgrave.jibs.8400269
• Verlegh, P., & Steenkamp, J. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546. https://doi.org/10.1016/S0167-4870(99)00023-9
• Westjohn, S. A., Singh, N., & Magnusson, P. (2012). Responsiveness to global and local consumer culture positioning: A personality and collective identity perspective. Journal of International Marketing, 20(1), 58-73. https://doi.org/10.1509/jim.10.0154
• WTO. (2022, June). International trade statistics for 2021. https://www.wto.org/english/res_e/statis_e/tradeserv_stat_e.htm
• Zhou, L., Murray, I., & Zhang, B. (2002). People's perceptions of foreign hotel chains in China's market: An empirical study of the effects of country-of-origin and corporate identity. Journal of Travel & Tourism Marketing, 11(4), 43-65. https://doi.org/10.1300/J073v11n04_04

Identyfikatory

DOI

10.33226/1231-7853.2023.11.2