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Country of Origin Effect in the Perception of Banking Services in Poland. Pilot Studies
Abstract
A relationship between the image of the country of origin and the purchasing intentions of consumers of banking services may result from the significant role of social factors in assessing these services. This relationship is defined as a country of origin effect. The main objective of this paper is to present the results of pilot studies focused on the diagnosis of occurrence of this effect for banking services from selected EU countries. The studies indicate a high probability of influence of the country image on the purchasing intention of banking services. It indicates the need for further, in-depth research.
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DOI: http://dx.doi.org/10.17951/h.2015.49.4.169
Date of publication: 2016-01-28 11:03:29
Date of submission: 2015-05-29 07:29:25
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Copyright (c) 2016 Jacek Paweł Jaworski, Monika Boguszewicz-Kreft, Ewa Magier-Łakomy
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