... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Service quality Service strategy Offshore service sentiment NWOM Country of origin Despite the negative reaction by consumers towards service offshoring, firms still embark on the practice. The motivations...

... and overall profitability (Kohtamäki et al., 2013 ; Mathe and Shapiro, 1993), increased customer satisfaction (Theoharakis et al., 2009), and competitive advantage (Gebauer et al., 2005). However, empirical research on the performance implications of adopting a service strategy...