Factors Affecting Student’s Word of Mouth Intention in Sharing University Branding – Case Study in Vietnam: A Literature Review

Abstract

In Vietnam, universities are not only providing the quality human resources to society, but also creating a very profitable market in higher education industry. However, the quick development of private sectors is making many intense competitions which force universities to find the variety of strategies to encourage students to share about university branding wider. One of the best ways to motivate students for share is thecontinuous enhancement of education service to reach higher student satisfaction. The aim of this paper is to develop the important factors affecting student’s word-of-mouth (WOM) behavior through mediating factor: student satisfaction. Using the qualitative analysis of 54research articles, a systematic literature review was built to summarize and highlight the relevant studies.Then, the eleven factors (Perceived value, Accessibility, Understandings, Trust, Academic aspects, Reputation, Price, Program issues, Atmosphere, Supplemental service and Brand image) were indicated to construct some managerial implications that might help managers impact more effectivelyon student’s WOM in sharing the university branding. Last but not least, some limitations in this study were indicated to be exploit for the further researches.