Factors Affecting Student’s Word of Mouth (WOM) Behavior in Sharing University Branding - Case of Private Universities in Ho Chi Minh, Vietnam
Private universities are quickly developing in Vietnam. That leads the competition in the higher education industry become more fiercely to increase student satisfaction which then will affect to the student’s WOM in sharing the university branding. The purpose of this study is to determine those factors which has direct effects on student satisfaction and indirect influence on Students’ WOM. Some specific relevant theoretical researches were consulted to identify the factors. Using Stratified sampling method, 532 students from five private universities in Ho Chi Minh City were surveyed. The results revealed 11 underpinning factors including Supplemental Service quality, Perceived Value, Trust, Brand Image, Price, Atmosphere, Reputation, Academic Aspects, Program Issue, Understanding and Access which positively influenced students’ WOM behavior through mediator: Student satisfaction. The study found that Perceived value is the most influential factor indirectly affecting the student’s WOM behavior in sharing university branding through student satisfaction. As a part of findings, some implications were also discussed in this paper.