Abstract:

As Malaysia is aiming to become high-income country by 2020, a lot of visions have been set in order to achieve this aim. One of the visions is to transform an education as engine of growth. The government has focuses on strengthening the private education sector by increasing private consumption and investment. As for private education, they have to take part in influencing their students to generate positive WOM. This case study tries to examine the factors that influence willingness of students in private universities to generate positive WOM marketing.