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The Multidimensional Character of the COO Effect in Education Services: Its Perception in the Selected European Countries

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Eurasian Business Perspectives

Part of the book series: Eurasian Studies in Business and Economics ((EBES,volume 12/2))

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Abstract

The aim of the article is to present multidimensional nature of the country of origin (COO) effect in higher education services and to analyze perception of the power exerted by a particular country in such services, depending on the countries of origin of respondents and services. The data have been collected from 264 students from Poland, Lithuania, and Germany. To analyze the data, a method of the repeated measures analysis of variance has been applied. The results of the research confirm the multidimensional character of the COO effect. Nine European countries which are analyzed in the article are characterized by a high differentiation of the power exerted by the particular countries, which is namely, perception of the COO of the country weighted by the significance of the particular COO dimensions in education services. The results of the research may be applied to plan marketing operations, including development of a product, promotion actions, development of an image, and the positioning of an offer of higher education services for the foreign markets. The value contributed by the following article is: (1) indication of the multidimensional character of an image of the origin country in education services, which has not been confirmed so far; (2) introduction of an original rate, namely: a COO power rate, which includes the significance of a particular COO dimension for consumers as well as the perception of such a COO dimension in the particular origin country of services; (3) the research conducted among the respondents in Europe where the COO effect in education services has not been analyzed so far.

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Notes

  1. 1.

    A review of research methods applied for the research studies on COE can be found in Bose and Ponnam (2011) and Meng et al. (2007).

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Author information

Authors and Affiliations

  1. Department of Marketing, WSB University in Gdansk, Gdansk, Poland

    Monika Boguszewicz-Kreft

  2. Department of Economics, WSB University in Gdansk, Gdansk, Poland

    Katarzyna Sokołowska

  3. Department of Management, WSB University in Gdansk, Gdansk, Poland

    Ewa Magier-Łakomy

  4. Department of Educational Studies, Kaunas University of Technology, Kaunas, Lithuania

    Brigita Janiūnaitė

Authors
  1. Monika Boguszewicz-Kreft
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  2. Katarzyna Sokołowska
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  3. Ewa Magier-Łakomy
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  4. Brigita Janiūnaitė
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Editor information

Editors and Affiliations

  1. Faculty of Political Sciences, Istanbul Medeniyet University, Istanbul, Turkey

    Mehmet Huseyin Bilgin

  2. MUFG Union Bank, San Francisco, CA, USA

    Hakan Danis

  3. Faculty of Tourism, Istanbul Medeniyet University, Istanbul, Turkey

    Ender Demir

  4. Faculty of Economics, Kadir Has University, Fatih, Istanbul, Turkey

    Meltem Ş. Ucal

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Boguszewicz-Kreft, M., Sokołowska, K., Magier-Łakomy, E., Janiūnaitė, B. (2020). The Multidimensional Character of the COO Effect in Education Services: Its Perception in the Selected European Countries. In: Bilgin, M., Danis, H., Demir, E., Ucal, M. (eds) Eurasian Business Perspectives. Eurasian Studies in Business and Economics, vol 12/2. Springer, Cham. https://doi.org/10.1007/978-3-030-35051-2_12

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