The world of education industry is changing. On one hand increased competition among various education providers, business schools and other service providers and on the other hand a decrease in the corporate workforce, smaller budget for education, have affected the business education environment. Service providers now spend more time and resources on attracting customers, improving and customisation services, and how to advertise their activities. This paper will examine and analyse the role of the country-of-origin on the expected service quality in the context of educational programs. The aim of this paper is to determine the relationship between factors affecting the country-of-origin and as well as to distinguish country-of-origin influence of the service provider. The questionnaire will examine respondents' attitudes about the country-of-origin in relation to culture, education, economy, and will determine which aspect related to perceptions of the country of origin affects the expected quality of educational services. 66 respondents from the Republic of Croatia participated in the research. The analysis of correlations between each country of origin (Croatia, Italy, Serbia, Germany, USA) and each of the observed factors (economic, cultural and educational) showed that all correlations were positive. Also, the analysis of the results of the questionnaire found that there are differences in expectations of the quality of the educational program if the country-of-origin of the organisers is different.