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1.3 Aims and Benefits
The aim of this thesis
is
to
uncover customers’ perceived risk
in service
industry across
two categories and provide
information to the society as well as
the business
industry
to
know the significance of country of origin and corporate reputation on trust. The
research
is
based
on
trust
for
companies,
general
trust,
and
ethnocentrism on
the
two
categories of service industry.
This
thesis
help
businesses
to
differentiate
whether
services
provided
are
high
risk
or
low risk. Knowing
how COO, company
reputation, and ethnocentrism affect consumers’
decisions, service providers can thus focus their marketing tactics when entering
Indonesia. For example, in the case where COO is not significant, service provider may
emphasize more on service quality rather than COO.
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