| dc.description.abstract | Word of mouth, which has strong effects on customer intention has been becoming more powerful forces in the marketplaces. There is a little room to doubt about the essential role of word of mouth in service industries, where the products are intangible and cannot be evaluated before making the purchasing (Tahmoures Hasangholipour Yasvari, Reza Abachian Ghassemi, Elnaz Rahrovy, 2012), especially in higher education industries, where only one mistake on decision can influence on the future life of a person. The present paper reveals the factors influencing WOM in services industries, from that give the recommendation for organizations in higher education industries specifically and in service industries generally. The target population of this study is those have experienced with the services provided by International University, Vietnam National University Ho Chi Minh City. There are 278 collected responses through both online and offline questionnaires. Through the review of previous studies, there are six hypothesis developed about the direct effects of Perceived Value, Satisfaction and Trust to WOM and also indirect relationships among them. The study found that it is existed the binding relationships among these four factors, except the direct relationship between Perceived Value and the formation of WOM. Thus, it is necessary for organizations to focus on customer Perceived Value, Satisfaction and Trust if they want to improve their WOM communication. | en_US |
