The Role of Word of Mouth in Students Selection of the Private University: A Field Study for Faculty of Finance and Administrative Sciences at Philadelphai university, Amman Private university and Applied Sciences University

(Kurdish Khaldhasin and Mustafa Saeed Sheikh)

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Abstract

This research study entitled " The Role of Word of Mouth in Students Selection of the Private University" is aimed at understanding this role , in addition to examining any statistical relationships between variables such as gender, age, family income , university , location ..etc and the student s selection decision. A stratified sample of (498) students was selected from three key private universities in Jordan. The study concluded that the role of WOM in students selection of the private university is high. On the other hand, the credibility of marketing communication methods (e.g., Advertisement, Public Relations, Personal Selling and Sales Promotion) is higher than WOM. Finally the study revealed that females are more influenced by WOM than males. The main recommendation is that universities must give a special attention to the role of WOM authorities. Keywords: World of Mouth, Credibility of WOM, Services of Private Universities.
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