The service sector is highly impacted by the fourth industrial revolution. Technology is the backbone of most services today. Technology is blurring the characteristics of services like inseparability, perishability and for sure variability. Banking a most often transacted service is no different. The relationship of service quality expectations with choice of brand is well established, but in a highly competitive environment where general service quality attributes are almost non-variable, it becomes important to understand what other constructs influence the service brand choices. We in this paper attempted to explore how the country of origin influences the choice of service brands. Paper attempts to validate if the country of origin which is so predominant in goods, influences the brand choice for services. The empirical study was initiated with a survey conducted on convenient sample across India, country of origin of two pre-tested banks having most mindshare, one a private player another a foreign bank operating in India and lastly the choice of brands amongst the two. The respondents had to rate both the banks, private and foreign so that the perceptions can be dissected. We noticed through the descriptive study that while assurance and trust continue to weigh high as quality dimensions for most respondents. It is also observed that people make a choice primarily because of “Empathy” dimension of SERVQUAL. The study also revealed that there is a significant relationship between service quality expectations (SQE) and country of origin (COO) which is well moderated by age. The study has also revealed (COO) influences service expectations and choice of service brands.