2
This thesis is a replication of a journal taken from International Marketing Review, titled
“The
effects
of
country
of
origin
and corporate
reputation
on
initial trust –
An
experimental
evaluation
of
the
perception
of
Polish
consumers”
by
Manuel
Michaelis,
David M. Woisetschlager, Christof Backhaus, and Dieter Ahlert.
The purpose of this thesis is to do a research on Indonesian consumers to uncover how
extrinsic cues
like COO, company reputation, and perceived risk affect the initial trust in
service industry, and to compare these effects across two service industry –
high risk
versus low risk. In terms of high risk service industry, one would categorize bank service,
air travel, and insurance to be high risk. As for low risk service industry, restaurant, café,
and telecommunication service would be considered relatively low risk.
In
this
thesis, airline
industry
is
used
for the
high risk category while donut café
is
used
for
low
risk
category.
A pilot
survey
has
been
conducted
to
differentiate
the
perceived
risks in the 2 categories of service industry and to uncover the awareness on airlines and
donut café.
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