http://www.iaeme.com/IJM/index.asp 505 editor@iaeme.com International Journal of Management (IJM) Volume 12, Issue 2, February 2021, pp.505-524, Article ID: IJM_12_02_049 Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=12&IType=2 ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.12.2.2021.049 © IAEME Publication Scopus Indexed COUNTRY OF ORIGIN EFFECTS IN FINANCIAL SERVICE EVALUATION: THE PAKISTANI CONSUMERS' PERCEPTION TOWARDS FOREIGN ISLAMIC BANKS Chaudhry Kashif Mahmood* Lecturer, Deanship of Academic Development, Imam Abdulrahman Bin Faisal University, P.O. Box 10674, Dammam 31443, Eastern Province, Saudi Arabia Rohaizat Baharun Professor, Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia Tayyiba Khalil Lecturer, College of Business Administration, Imam Abdulrahman Bin Faisal University, P.O. Box 10674, Dammam 31443, Eastern Province, Saudi Arabia *Corresponding author ABSTRACT This study aimed to measure the country of origin's effect on consumer purchase decisions with the moderating role of consumer knowledge in Islamic banking services. Most of the research has been directed to measure country of origin's impact on products' tangible nature while its effect on consumer decisions in financial services has not been answered satisfactorily. The present study gauges this gap and proposes a comprehensive model for Islamic banking financial services. The current study population was Islamic banking customers from Pakistan who have adequate information about Islamic banking services. A multistage cluster sampling technique was utilized. Punjab and Sindh, two leading states, were selected to collect the data. 415 useful samples were collected and analyzed using PLS-SEM to test the hypothesis and validate the study model. The study results confirmed that country-of-origin and consumer knowledge significantly influence consumer purchase decisions while acquiring Islamic financial services. The findings of the current study have some important implications for the Islamic banking sector in Pakistan to revamp competitive strategies for national and foreign banking investment by creating the awareness and benefits of Islamic banking services. Managers must try to develop a positive attitude by enhancing service delivery to potential and existing customers. This research paper