The Willingness to Generate Positive Word of Mouth Marketing: The Case of Students in Private Universities in Jordan

Word-of-mouth marketing is highly recognized as one of the most prominent and powerful tools affecting consumer decision making. This study attempts to examine the willingness of students in private universities to generate positive WOM marketing where inadequate research and literature in Arab countries about such issue is a major concern. The model for this study contends that satisfaction, incentives, experience, and the source has a significant influence on students’ willingness to use WOM. These propositions are investigated using data collected from three private universities in Amman-Jordan. Empirical support was found for three of our hypotheses. A key finding is that satisfaction, experience, and the source have significant influence on students’ willingness to use positive WOM. Thus, it is concluded that with a discussion of how to use those variables in fostering interpersonal relationships between the university and the students in order to increase the likelihood of students’ positive WOM behaviour