The impact of satisfaction on retention and word-of-mouth action: A case study of Dai Nam University Student.

These days, the rapid expansion in both of training mode and quantity of universities has recently created a plethora of learning opportunities for students.This development is entirely in line with the trends and this brings challenges for universities, especially in student recruitment and retention.This study investigated the relationship between utilitarian value, hedonic value, satisfaction, retention to learning, and word-of-mouth marketing with supporting of mediators of trust and year of school.The findings of this research show that both utilitarian value and hedonic value had positive impacts on student satisfaction, and satisfaction also had a positive impact on students 'retention and word-of-mouth behavior, the factor of year of school has a positive moderating impact on the relationship between utilitarian value, hedonic value and satisfaction.The "trust" factor was found that there is no moderating influence on the relationship between satisfaction and retention to learning of the university students.The survey was carried out and collected with 568 valid responses from the student who have been studying at a university by the online method.The methodology used in our research is a quantitative method.The study makes a significant contribution to the managers of educational industry.