Predicting consumer behavior based on country of origin (COO) : A case study of Lebanese consumers

Purpose – This study seeks to examine country of origin (COO) and national loyalty effects on Lebanese consumers' quality perceptions, attitudes, and purchase intentions with respect to airlines serving Lebanon. Design/methodology/approach – The research comprised formulation of a detailed questionnaire that was served to 360 persons via personal delivery and e‐mails. Statistical analysis of data employed chi‐square and ANOVA tests. Findings – It was found that factors other than personal experience could impact customer perceptions when selecting the airlines of preference in which national loyalty was a key factor. An important finding was that, from the point of view of personal experience, demographic variables influenced customer perceptions, whereas otherwise the country of origin (COO) effect was predominant. Research limitations/implications – There was a direct implication that factors other than personal experience do impact customer perception when selecting the airlines of preference. The findings show disagreement with many scholars who give high importance to personal experience as a basis for selection. In this scenario, the majority of the respondents traveled on MEA and gave a good evaluation for the quality services provided by MEA. A different experimental setting would be required to determine the response of dissatisfied customers with travel on MEA. Originality/value – The analysis of COO effect in selecting an airline by Lebanese consumers is the first of its kind of study in Lebanon and would contribute to the overall literature. It could also provide useful information to the airline industry and national aviation planners in Lebanon.