The scarcity of studies regarding Country of Origin (COO) in Services, its dimensions and its effect on the consumers’ decision-making process was revealed by a review of the existent literature. The aim of this study is to explore the multidimensional nature of COO in services, including not only its potential dimensions but also its potential moderators. This research examines the existent literature review covering COO in products, its dimensions, its antecedents and moderators, and the deconstruction of COO in services. Based on the literature review, we built a framework including 4 dimensions of COO (Country of Origin of the Brand [COB], Country of origin of where the service is delivered [COSD], Country of Origin of the person providing the service [CPI], Country of origin of the endorser [COE]) and 3 categories of moderators (service-based moderators, individual-service-based moderators, and consumer-based moderators). We also approached the scarcely investigated multidimensional nature of COO in services, with a special focus on the hospitality industry, by holding 5 focus groups. The study results showed that COB and COSD did not have a high impact on consumer decision-making process of the hotel choice solely; comparing them with the other proposed dimensions. Contrarily, COE and CPI were found to have more influence on the participants’ decision-making process. In addition, there could be moderators in the effect of COO in services. The valence of COE and CPI effect (being positive or negative) depends on the level of animosity the participant could have towards a specific country, although this animosity could influence positively in one dimension and negatively in another one.

The scarcity of studies regarding Country of Origin (COO) in Services, its dimensions and its effect on the consumers’ decision-making process was revealed by a review of the existent literature. The aim of this study is to explore the multidimensional nature of COO in services, including not only its potential dimensions but also its potential moderators. This research examines the existent literature review covering COO in products, its dimensions, its antecedents and moderators, and the deconstruction of COO in services. Based on the literature review, we built a framework including 4 dimensions of COO (Country of Origin of the Brand [COB], Country of origin of where the service is delivered [COSD], Country of Origin of the person providing the service [CPI], Country of origin of the endorser [COE]) and 3 categories of moderators (service-based moderators, individual-service-based moderators, and consumer-based moderators). We also approached the scarcely investigated multidimensional nature of COO in services, with a special focus on the hospitality industry, by holding 5 focus groups. The study results showed that COB and COSD did not have a high impact on consumer decision-making process of the hotel choice solely; comparing them with the other proposed dimensions. Contrarily, COE and CPI were found to have more influence on the participants’ decision-making process. In addition, there could be moderators in the effect of COO in services. The valence of COE and CPI effect (being positive or negative) depends on the level of animosity the participant could have towards a specific country, although this animosity could influence positively in one dimension and negatively in another one.

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