| With the development of economic globalization, products around the world popularly suffer global competition. Consumers'choosing towards products is influenced by the perception of service quality. Therefore, how to improve consumers'the perception of service quality has become a vital issue, especially in the context of oversupply. Image of origin, as an important external cue which influences the perception of service quality, has a direct impact on consumer's evaluation towards perception of service quality. Thus, study the relation between image of origin and perception of service quality will be of a help to improve consumers'perception of service quality so that it can help enterprises to increase their international competitiveness.During the study of image of origin, scholars found that image of origin not only affect the consumers'purchasing intention but also has an impact on perception of service quality. However, since the concept "image of origin" has been introduced to China for a short time, there is still noly a few Scholars who do research on the influence of image of origin towards perception of service quality with taking Chinese consumers for instance. With the unique cultural context in China, what do the different images of origin affect the consumer perception of services? Which is the problem this research needs to solve? In addition, some scholars point out that image of origin will be regulated by consumers'ethnocentrism and consumers'involvement when it takes effect. Whether consumers'ethnocentrism and consumers'involvement regulate the process which image of origin affects perception of service quality, is another issue this research shall settle.In order to study above problems, firstly, this essay needs to define the core concepts which will be used here. It must be noted that this study on country of origin which is a rather easily confused concept is defined from the perspective of the brand. Through review extensive literature, model of this study was constructed. In the model, independent variable is as image of origin, dependent variable as perception of service quality and adjusting variable as the consumers'ethnocentrism and consumers' involvement. Image of origin can be divided into two dimensions. One is country's overall image and the other is overall image of the product. Referring to PZB's service quality's perception model, the dimensions of service quality's perception are divided into five dimensions. They are tangibility, reliability, responsiveness, assurance, and empathy. Consumers'ethnocentrism and involvement are equally as a dimension. Based on the literature and research model, the assumptions of this essay are put forward. To validate the model and assumption of this essay, this paper uses empirical research methods. Use questionnaire survey to collect first-hand information, and gather statistics and check them. Then make an analysis of data through statistical software SPSS 17.0, in order to verify if proposed model and assumptions of this paper are justified. Finally, put forward prospects for future research based on the results of this paper's analysis.After the study & analysis, the research concludes that:(1) Different image of origin influences consumer perception of service quality evaluation.(2) The regression relation between country's overall image and tangibility is not tenable, the regression relation between country's overall image and empathy is not tenable, and the regression relation between the dimensions of the rest of the independent variables and the dependent variable is tenable.(3) Consumer ethnocentrism's regulation function exists in the process that image of origin has an impact on perceived service quality, except country's overall image and tangibility, country's overall image and empathy.(4) Consumer involvement's regulation function exists in the process that image of origin has an impact on service quality's perception, except country's overall image and tangibility, country's overall image and empathy. |
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