Efekt kraju pochodzenia w usługach
Country-of-origin effect in services

Summary/Abstract: The impact of country-of-origin (COO) on the opinion and consumer behavior has been one of the most widely analyzed phenomena in the marketing literature. However, it is relatively weakly researched in the area of services. In connection with the growth prospects of international trade in services, both globally and in Poland, a need to intensify research on COO in this context is indicated. The purpose of this paper is an attempt to identify research gaps and indicate directions for further studies on COO in services basing on an analysis of the literature of marketing and marketing services.

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