Yin-yang of emotions. Love and hate dynamics and service quality image in the airline industry

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.