P H A T TRIEN KINH TE XAY DI/NG HINH ANH TRl/QNG DAI HOC DI/A TREN CHAT Ll/gNG DICH VU TRVONG HOP DAI HOC KINH TE TP HO CHi MINH HOANG TH| PHu aNG THAO* & NGUYEN KIM THAO" Trong bit cdnh cqnh tranh ng[.]
Trang 1XAY DI/NG HINH ANH TRl/QNG DAI HOC DI/A TREN CHAT Ll/gNG DICH VU
TRVONG HOP DAI HOC KINH TE TP.HO CHi MINH
HOANG TH| PHu-aNG THAO* & NGUYEN KIM THAO"
Trong bit cdnh cqnh tranh ngdy cdng gia tang giua cdc trudng dqi hpc tqi VN Men nay, viec ndm bat nhUngyiu to chinh cda chit lugng dich v^ Id cdn thiit dexdy dung ndng Iq^c cqnh tranh tqi cdc td ehuc ddo tqo Mqc tiiu cda bdi bdo ndy Id xdc dinh cdc thdnh phdn ca bdn cua chit lugng dich vq tqo ra hinh dnh nhd trudng trong boi cdnh nang cao chat lugng ddo tqo dqi hpe Di tdi sit dung phucmg phdp nghiin cd:u dinh lugng vdi cdc kl thudt phdn tich nhdn td, phdn tich hdi quy vd kiim dinh t Mdu nghiin cdu gdm 565 sinh viin cua Trudng Dqi hpc Kinh te TP.HCM Di tdi dd xdc dinh dugc nam thdnh phan cff bdn cua chat lugng dich vu trong gido due dgi hoc Id: (1) khia cqnh hpc thuat, (2) khia cqnh ngodi hpc thudt, (3) chuang trinh hgc, (4) sif tiip can, vd (5) cff
sd vdt chat Cdc phdn tich cung khdng dinh moi quan hp cung chieu giua chit lugng dich vu vd hinh dnh trudng dqi hpc, giira chit lugng dich vu vd du- dinh hdnh vi cua sinh viin Nghien cdu ndy ddn den cdc gffi y ve dinh hudng xdy dung ngudn luc cqnh tranh d cdc trudng dqi hpc VN Tir khda: Chdt lugng dich vu, hinh dnh du dinh hdnh vi, gido due dqi hoc, Trudng Dqi hoc Kinh
te TP.HCM
1 Gidi thieu
Hon mpt thdp ky vua qua, linh vuc gido dye dai
hgc d VN co nhiing thay doi ddng kfi Kfit qud la cdc
to chde gido due dai hoc d VN dang ddi mat vdi sue
ep cgnh tranh, de doa su sdng con cua nhifiu trudng
dai hoc hifin tai cung nhu cdc trudng dgi hoc mdi ra
doi, tgo ra ap lyc canh tranh vfi ngufln Iyc khan hifim
de phuc vy sfl hoc vien tiem nang Da co nhifiu ban
luan ve khai niem "khach hang" khong phii hop ldm
dudi goc do cua sinh vien khi thu hudng cac dich vy
giao dye dai hpc Chung quy lai thi phep an du ndy
da gian tifip gan cac tfl chde ddo tao dgi hpc Id cde
nhd cung cap dich vu va theo do da dd bo sy che
chan cho cac trudng dai hoc khdi anh hudng eiia
triet li nfin tdng marketing Id "khdeh hang lufln
diing" Tuy nhifin, vific nhan thde dupc bdn chdt
cgnh tranh theo quan difim hudng vfi khach hdng ndy
se giiip cac td chuc ddo tgo trdnh bj roi vdo thfi bat
Ipi khi xdy dung ngufln luc cgnh tranh eua minh
Trong tuong lai, boi cdnh canh tranh dupc dy dodn se trd nen ngdy cdng gay gat do bang dai hpc cua cac to chuc dao tgo se dupc cong nhan nhu nhau tren khdp cd nudc Cac trudng dai hpc can tim ra phuong thuc dfi cgnh tranh vd ton tai Hinh dnh trudng dgi hpc co the dupc xem nhu mot tai san v6 gid trong boi cdnh cgnh tranh ngdy nay vi no dnh hudng dfin sy lya ehpn cua cac sinh vifin tifim ndng Mpt sd trudng dai hoc da tang cudng dau tu de tao
ra sy khac bifit giua hp va cdc doi thu canh tranh Tren gfle dp nay, cac chifin lupc canh tranh thich hpp cdn phdi bao gflm nhiing nfi luc xac djnh hinh dnh eua tfl chuc ddo tao vd cdi thifin hinh anh do Chdt lupng dieh vu giao due dai hoc hifin nay chua la the mgnh eua cac trudng dai hpc d VN Dflng thdi, cdc tfl chuc ddo tao ciing chua thyc sy chu y dfin vice xdy dung hinh dnh Do vay, muc tieu cua bdi vifit ndy Id: (1) Xdc dinh cdc yeu to co ban cua chat lupng dich vu trong bfli canh nang cao chat lupng dao tgo dgi hpc; (2) dnh hudng cua chat lupng
* TS Tnfimg Dai hgc Kinh tS TP.HCM
" ThS., Tnfdng Dai hgc Kinh ti TP.HCM
Trang 2dich vy den hinh dnh trudng dai 'hpc; vd (3) dnh
hudng ciia hinh dnh trudng dai hpc den dy djnh hdnh
vi tich eye cua sinh vien trong trudng hpT) Trudng
Dgi hpc Kinh tfi TP.l-lCM
2 Cd sd If luan va cac gia thuyet nghien
cufu
2 / Chit lugng dich vq trong linh vqc gido dqe
dqihpc
Chat lupng dupe djnh nghia Id "nhung don vj
pham chat tot dupe dflng g6i trong mpt sdn pham
hoac dieh vy" (Ghobadian vd cpng sy, 1994, tr.44)
Khi ket hop vdi sy v6 hinh vd tinh khflng dong nhat
ciia bdn chat djch vy thi "chat lupmg djch vy Id mpt
thudc do xem xfit dich vy cung cap ddp dng sy mong
dpi cua khdeh hdng dupe thyc hi?n tot nhu the ndo"
{Parasuraman va cpng sy, 1988, tr 42)
Co hai mfl hinh do ludng chdt lu<mg djch vy
thudng dupc cdc nhd nghifin edu su dyng Dd la mo
hinh SERVQUAL (Parasuraman vd cpng sy, 1988)
vd mo hinh SERVPERF (Cronin & Taylor, 1992)
Md hinh thu nhdt, dfi nghi rang khoang chfinh lech
giua chdt luong djch vu dupe mong dpi vd chdt
lupng djch vy dupc cdm nhan quyfit djnh vific ddnh
gid dich vy ciia khaeh hdng Mfl hinh thu hai Igi
tranh ludn rang vice do ludng chdt lupng dich vu chi
nfin tap trung vdo sy cam nhgn cua khdeh hang Mpt
so nha nghifin cuu cho rang mo hinh SERVQUAL
khong hifiu qud khi dupc dp dung trong bfli cdnh
giao due dai hpc vi tinh phuc tap cua vific cung cdp
djch vy gido dye bac cao Trdi Igi, mo hinh
SERVPERF ciing khong thfi cbi ra dupc nhiing
khiem khuyet trong muc dp chat lupng dich vy dupe
mong dpi Do khflng co mo hinh nao giua
SERVQUAL vd SERVPERF co thfi hoan todn phu
hpp de ung dung trong moi trudng giao due dai hpc,
cdc nha nghifin cuu da n5 lyc tim kifim cdc mfi hinh
thay the khde Mot cong cy hda hen nhieu khd nang
ung dung de do ludng chat lupng djch vy trong ITnh
vyc gido due dai hpe Id mo hinh HEdPERF
(Abdullah, 2006) Abdullah da dua ra mpt thang do
khong chi xem xet cdc thanh phdn vfi hpc thudt ma
con bao gflm nhieu khia canh cua todn bfl moi
trudng djch vu md ngudi hpc dupe trai nghiem
Cflng cu HEdPERF dfi nghj bdn thdnh phan cua chat
lupng djch vy trong moi trudng gido dye dai hpc,
bao gom: (1) Khia e?mh hpc thudt bieu hi?n trach nhi?m eiia ngudi day nhu kien thue va kinh nghi?m, phuang phdp gidng dgy, thdi dp giao tiep ciia ngudi dgy vdi ngudi hpc; (2) Khia cgnh ngodi hpc thugt gom nhung hogt dpng thupc trach nhifim cua nhimg nhan vien khong tryc tiep gidng dgy nhdm giup cho sinh vifin cd the thye hi?n dupc nghTa vy hpe tap cua minh nhu cdc djch vy tu van hpe tap/nghe nghiep, djch vy sde khde, tdi ehinh, hoat dpng ngoai khoa; (3) Sy tiep cgn the hi?n sy sin efl vd de ddng trong vi?c sd dyng djch vy; vd (4) Chuong trinh hpc bao gom cde chuong trinh ddo tao cd uy tin, nhung chuong trinh chuyen sdu vdi sy linh boat trong kfit eau ciia chuong trinh va co sd vat chat, trang thiet bj phyc vy eho chuong trinh hpc Nhu vgy, bfln yfiu to cua HEdPERF (hpc thudt, ngodi hpc thugt, sy tiep can, va chuong trinh hpc) dupe dung dfi phdt trien thang do trong nghien edu nay
2.2 Hinh dnh trudng dqi hpc
Hinh anh to chuc la dn tupng chung dupc hinh thdnh trong tdm tri edng chung ve mpt to chuc Theo Kazoleas vd cpng sy (2001), hinh dnh to chuc Id kfit qua ciia vi^c tuong tdc giua cdc kinh nghifim, niem tin, cdm xuc, kien thuc va dn tugng ma con ngudi c6 vfi mdt to chde Trong bfli cdnh ndng cao chat lupng dao tao dai hpc, binh dnh cua mpt trudng dai hpc c6 thfi dinh nghia nhu tflng thfi nifim tin cua cd nhan hudng ve trudng dd (Aipan vd cdng sy, 2003) Cac thanh phan cua hinh dnh tnidng dai hpc co the bao gdm: danh tifing hpc thuat, su khang trang ciia trudng, hpc phi, dja difim, khodng each tu nha den tnidng, tot nghifip vd chudn bi nghfi nghifip, eo hpi tim kifim vi^c lam va nhung thu khac nua Tren quan difim cdc trudng dgi hoe la nhiing ngudi eung cap djch vy, sinh vifin se efl nhiing ddnh gid rifing cua hg doi vdi hinh anh cua to chuc dao tgo khi hp dang hoc tgi td chde dfl Mpt khi hp cd an tupng tot ve chat lupng djch vy eua nhd trudng, nhiing cam nhan tich eye doi vdi hinh dnh ciia trudng se dugc hp luu giQ Vdy gid thuyfit dau tifin duge dfi nghi la: HI: Co mfli quan he thudn chifiu giua chat luong cua khia cgnh hpc thudt (HI a), khia cgnh ngoai hpc thuat (Hlb), chuong trinh hpc (Hlc), su tifip can (Hid) vd hinh dnh trudng dai hpc
4 8 N G H I E N c d u & TRAO Ddi
Trang 3iiBiPIwIiffil
2.3 Du- dinh hdnh vi
Dy dinh hanh vi bifiu hifin qua
hanh vi truyen mifing vd du dinh
tai mua Gronroos djnh nghTa
hanh vi truyfin mifing (WOM) la
"thong diep vfi mpt tfl chuc, sy
tin nhi?m vd dang tin cay, edch
van hanh vd dich vy, cdeh giao
tiep tu ngudi ndy den ngudi
khac" (1990, tr 158) WOW
thuong xdy ra giua vg chflng, ddi
tac, sau do la ban be, dong
nghifip, hp hang, Idng gieng va
nhimg ngudi Ig Mangold va
cong su (1999) tin rdng su tuong tae efl mpt anh
hudng dang kfi Ifin hanh vi mua hdng cua ngudi tieu
diing vi khach hang tifim nang nhan thuc su giao tiep
tmyfin mifing la dang tin tudng
Du dinh tdi mua ndi vfi muc tifiu ciia khdeh hang
nham duy tri mpt moi quan he vdi mpt nhd cung cdp
dich vu nhdt dinh vd dfi mua tifip sdn phdm cua nha
cung cap dich vu dd Spreng va cpng sy (1995) chi
ra rang hdnh vi mua rifip tyc cua khdeh hdng Id vdn
de quan trpng vi chi phi dgt dupc mpt khach hang
mdi thudng Idn hon chi phi duy tri mot khach hang
cu
Mpt sfl nghifin cuu da chi ra rang hinh dnh truong
dai hpc CO tdc dpng dang kfi den ldng trung thanh va
viec tiep tuc sd dyng dich vu cua sinh vien (Nguyen
& Leblanc, 2001; Helgesen & Nesset, 2007) Sinh
vifin CO an tugng tich cue vdi hinh dnh ngoi trudng
da hpc se c6 thifin y gidi thifiu trudng cua hp vdi
sinh vien khac, hp ndi va Idm nhiing dieu tich eye vfi
trudng ciia hp va se quay trd vfi trudng tiep tuc hpc
trong tuong lai Vi vay, gid thuyfit thu hai dugc dat
raid:
H2: Co mfli quan he cung chifiu giua hinh dnh
trudng dai hpc dupc nhan thuc bdi sinh vien vd dy
dinh hanh vi cua ngudi hpc Noi cdeh khac, hinh anh
trudng dgi hgc trong tam tri sinh vifin cdng Idn thi
dy dinh hdnh vi tuong lai cua hp dfli vdi trudng dgi
hpc cdng tich eye
Xuat phat tu 2 gia thuyfit dfi nghi, md hinh nghifin
cuu dupc mfl td qua hinh sau:
Khfa c^nti fipc thugt
Khfa canh ngodi h9c thugt
C h i f c n g trlnti ddo 190
Su' tiSp cgn
Hla
HI
Hlc
Hid
M h h Anh inii/ng 691 hQC
H2^ D ^ djnh hanh vi cCia
ngwoi hgc
Hinh 1 Mo hinh nghien cli'u
3 PhLrdng phap nghien cli'u
Cdc thang do Likerts 7 difim (tu 1 = hodn todn khflng dong y dfin 7 = hodn todn dflng y) dugc xdy dung dya tren co sd li thuyet ve chat lupng djch vy giao dye bac dgi hpc, hinh dnh trudng dgi hpc va du djnh hanh vi Dfi dam bdo gia tri npi dung cua thang
do, thdo luan nhom duge thue hien nhdm bo sung vd dieu chinh cdc phat bifiu dfi thudn Igi hon cho vice truyfin dgt Cuoi cung, thang do khai nifim chat lupng djch vy bao gdm 30 bifin quan sat, the hien trfin 4 khia cgnh nghien cuu Id khia canh hgc thudt, khia cgnh ngodi hoc thudt, chuong trinh hpc va sy tiep can Thang do hinh dnh trudng dgi hpc gom 6 bifin quan sat vd thang do du dinh bdnh vi cua ngudi hpc gom 6 bifin quan sat Tflng cgng gom 42 bien quan sat cho tdt ca cac khai nifim nghifin cuu Dfli tupng nghifin cuu tap trung vdo cdc sinh vifin hpc ki cuoi nam thu ba vd thd tu cua Trudng Dgi hpc Kinh te TP.HCM Mdu nghifin eiiru chiem ti lfi
5% tflng thfi, duge lua ehpn theo phuong phdp nglu
nhien phdn tang Ti lfi sinh vien trong tung nien khoa
vd phdn khoa dugc ehpn phdn dnh ti lfi dong tdng thfi nghifin cdu lay td nguon thu cap (Bang 1) Cupc khdo sat dupc tien hdnh tai cac co sd eua trudng Phflng vdn vien tiep can ede dap vifin tai Idp hpc, gidi thifiu myc dich euoc nghifin cuu vd hudng din cdeh trd ldi vd sau do phat bang can hfli dfi ddp vien tu dgc hifiu vd tra ldi Co 575 bang cdu hoi dugc phat ra, vd 569 bdng duge thu ve Trong sfl nhiing bdng cdu hdi thu ve co 4 bang khflng dat yfiu cdu vi CO qua nhieu cdu tra ldi bo trong Cufli cung,
565 bang cdu hdi huu dung dupc dua vao xu li va phan tich Ti le hfli ddp dat 98%
Trang 4So 260, Thang Sau nam 2012
Bang 1 PhSn bd' mSu nghien ctiu
Tdng th&'
S6d4m Solium
Kinh t4 ptiSt triAn
Quan Iri l^inh doanh
ThLFong mai-Du tjch-Marlcellng
Tdi chinh nhd nu'dc
Tdi chinh doanh nghidp
NgSn hdng
K4 todn - Kilm todn
Todn - Thing kg
Tin hgc qudn if
Lu|t l(inh t l
1.272 1.201 1.726
578 1.263 1,598
2112
651
213
103
11.9%
11.2%
16.1%
5.4%
11.8%
14,9%
19,7%
6,1%
2,0%
1.0%
11,0% 13,0% 17.0% 6,0% 11,0% 13.0% 21,0% 5,0% 2.0% 1.0%
Nam theo hoc
Nam thd ba (K34)
NSm thi> lu' (K33)
4.871 5.846 45.5%
54.5%
258
307
45,7% 54,3%
Gidi tfnh
Nam
NO'
4.601 6.116 42,9%
57,1%
231
334
40,9% 59.1%
100.0% Ghi chO: (*) So ]i#u t6ng the nghien cdu do Phong Ddo tgo vd C6ng tdc sinh vien cua Tn/dng O^i hpc Kinh te TP.HCfyi cung cdp,
Cdc phan tich dugc thyc hien dfi kifim dinh cac
he sfl thong kfi Kaiser-Myer-Olkin, nit trich cac nhan
to dai difin bang kT thuat phdn tieh nhan tfl ehinh vdi
phfip quay Varimax, va ddnh gid sy nhdt qudn ngi tai
cua cdc Idiai nifim nghifin cuu vd dg tin eay eua
thang do qua he sfl Cronbach's alpha Nhom nghifin
cuu su dung kT thudt phan tich hoi quy bpi de kiem
djnh bon gid thuyfit dau tifin va kT thugt hfli quy dem
dfi kifim djnh gid thuyfit cufli cung Cac h? so VIF va
chi so difiu kien dupc dp dung de ki^m dinh sy vi
pham cdc gia djnh cua mfl hinh hfli quy bfli Kiem
dinh / dupc dp dyng dfi xac dinh su khde bifit giiia
cac nhom sinh vifin
4 Ket qua nghien cuTu
4.1 Phdn tich nhdn to
Phan tich nhan to su dung 30 bifin quan sat cua
chat lugng dich vu, 6 bien cua hinh dnh trudng dgi
hpc va 6 bifin dy dinh hdnh vi (Bdng 2) Phep quay
Varimax vdi he sd Eigen Idn hon 1 dugc su dung de xac djnh so nhan to nit trich Gid tri 0,7 cua he so Cronbach's alpha duge ap dyng de ddnh gid muc do nhat qudn cua thang do (Nunnally vd Berstein, 1994) Ket qud phdn tieh nhdn td EFA eho thang do cdc thanh phan cua chat lugng dieh vy cho thay co ndm yfiu to dugc trich t ^ gid tri Eigen la 1,104 Ngodi bdn yfiu tfl ngodi hoc thugt, hpe thugt, su tiep cgn vd chuong trinh hgc, thdnh phan thu nam dupc xac djnh la co sd vat chdt Thdnh phdn nay Hen quan d^n cdc phuong tifin trong phong hoc, thifit ke phong • hgc, dja diem trudng, thu vifin, phdng mdy tinh, va khflng gian cho ty hpe va gidi tri Cde he sfl tdi nhan
to cua cae thdnh phan chat lugng djch vu nam trong khodng 0,623 - 0,804 Tdt cd cdc he sd Cronbach's alpha ciia chdt lupng dieh vy dgt gia tri tu 0,758 den 0,901 Vdi vific xdc dinh them mpt thdnh phdn la ctf
sd vat chdt, mgt gid thuyfit nghifin cuu niia dupc bo sung de kiem dinh mfli quan he giiia thdnh phan co
50 NGHISN cdu & TRAO DOI
Trang 5so vat ch^t cua chat lugng dich vy vdi hinh dnh
tnidng dgi hpc Hinh 2 mfl td md hinh nghifin cuu da
duoc difiu chinh
Khia c^nh
hpc thu^t
Khfa c^nh ngoai
hgc thu^t
Ch irong trinh
hgc
Si.i' t i l p cgn
Ccr sor v$l c h i t
Hla
Hlb
Hlc
Hid
Hie
Hinh i n h Im'A'ng d^i hgc
H?
• h i n h vi cua Dy d|nh ngif&i hpc
Hinh 2 Mo hinh dieu chinh
Hinh dnh trudng dai hpc va dy dinh hdnh vi ciia
nguoi hoc dfiu Id cac khdi nifim don bifin Kfit qud
phan h'ch EFA cho thdy cdc he s6 tdi nhan to cua hai
Idiai nifim nay dfiu Idn hon 0,5 He sfl Cronbach's
alpha ciia hinh anh bnidng dgi hoc Id 0,875 vd eua dy
dinh hanh vi cua ngudi hpc la 0,856 Nhu vay, vdi
tat cd cac he sfl tdi nhdn td Idn hon 0,5 vd gid trj a
dfiu Idn hon 0,7, cdc nhan to dai dien cho cde khai
nifim nghien cdu co tinh nhdt qudn ndi tai va dp tin
cay cao, hodn todn thich hgp cho cac phan tich tifip
theo
Bdng 3 thfi hifin ma trdn tuong quan giua cdc bien
nghien cuu Ket qua he sfl tuong quan nhd hon 0,850
chi ra rang gid tri phdn biet co kha nang tfln tai giua
2 bifin (John vd Benet-Martinez, 2000) Tat cd hfi so
tuong quan tuyet ddi giiia cac bifin dao dpng tu
0,263 den 0,599, khflng vupt qua hp sd difiu kifin
0,850 Dieu do chung minh rdng gid trj phan bifit da
dat dugc Hay noi edch khde, cdc thang do trong
nghien cuu ndy da do ludng dugc cdc khdi nifim
nghifin cuu khde nhau
4.2 Phdn Uch md td
Hinh 3 trinh bdy ket qua thflng kfi mfl td khdi quat
cam nhdn cua sinh vien vfi chat lugng dich vy do
nhd trudng cung cap Nhin tong thfi, sinh vien danh
gia cdc yfiu td the hien chat lupng djch vy tflt (trj
trang binh tu 4,39 dfin 5,27)
"'"'^ Trong cac nhan tfl cda chat lugng dich vu giao
due dai hgc, sinh vien nhan xet khd tich eye ba yfiu
to hang dau: Chuong trinh hpe (5,27), khia canh hpc thugt (5,19) va khia cgnh ngodi hpc thudt (5,01) Tuy nhifin hai yeu to sy tiep can vd co sd vdt chdt dupc
xep d vi tri thu tu va nam vdi tri trang binh tuong dng 4,57 vd 4,39 Ro rang hai yfiu to nay edn dugc cdi thifin nhieu nhat
4.3 Kiim dinh gid thuyit
Ket qud kiem dinli cde gid thuyfit dugc trinh bay trong Bdng 4 vd Hinh
4 Phan tich hfli quy bpi cho thdy bfln trong nam thdnh phdn cua chdt luong dich vu CO dnh hudng dang kfi dfin hinh anh trudng dgi hpc (R^ dieu chinh = 0,390) vdi thu hi tdm quan trpng Id: khia canh hpc thuat (p = 0,400), chuong trinh hpc (p = 0,370), khia canh ngodi hoc thudt (p = 0,290), vd eo sd vat chat (p = 0,140) Nhu vay cac gid thuyfit Hla, Hlb, Hlc, va Hie dugc chdp nhan; gia thuyfit Hid khong dupc chap nhan Phdn tich hfli quy don cho thay co mfli Hfin he eung chifiu giiia hinh anh trudng dgi hpc vd dy djnh hanh vi cua ngudi hpc (R^ difiu ehinh == 0,430, p = 0,660)
4.4 Kiim dinh t
Su khac biet ve trj trung binh trong kiem dinh t eho thdy co sy cam nhdn khac nhau giua hai nhom sinh vifin nam thd ba va thu tu vfi chat lugng dich vu
vd hinh dnh nha tnidng (Bdng 5) Sinh vifin nam thu
ba danh gid eao hon sinh vifin nam thu tu ve chdt lugng dich vu eiia nhd trudng trfin cd nam thdnh phan nghifin cuu Difiu ndy cho thay thdi gian trdi nghiem d nha trudng co sy anh hudng den ddnh gia vfi chdt lugng dich vu
5 Ket luan va cac ggii y ve quan li
Kfit qud nghifin cuu da xac nhan nam thdnh phan cda chdt lugng dich vy giao dye dgi hpc gflm co khia canh chuong trinh hpc, hpc thugt, ngoai hpc thuat,
sy tiep can vd co sd vdt chat Tat ca nam yfiu td cua chat lupng dich vu dugc danh gia d muc trfin trung binh (5,89) vd edn dugc cdi thien nhat la hai yfiu to
CO sd vdt chdt va su tiep can Hau het cdc gid thuyfit dat ra dfiu dupc chap nhan Difiu ndy efl nghTa Id khi chat lugng djch vy dugc cdm nhdn cdng cao thi hinh anh trudng dai hpc cdng Idn trong tam tri ngudi hpc Ngodi ra, mpt hinh dnh tflt dep eua nha trUdng se
NGHISN c d u & TRAO QPl 51
Trang 6Bang 2 Phan tich nhSn to
UA A T y ' l # %
" ' l l b i l n thien CronBaclc's Cdc nhan t6 chlnti tdi nhdn ^^ ^^^ ^^^^ ^ j ^ ^ ^
** thich
S,666 0.875
Khia canh hgc lhu$t
Giang vien c6 Iti6n thdc vd kmh nghidm trong m6n hoc ddnn trdch 0.652 5,64 Phu'trng plidp gidng day cua gidng vi6n phO ligp vdi yeu cdu tdng mfln 0.687 4,95 hpc,
Giang vien lufin ddnh thcyi gian di dip dng nhu cdu du'O'c giOp <3& cCia 0,725 4.88
sinh vidn
Khi sinh vi6n g$p vdn d l vk htjc t$p, gidng vifin c6 sy quan tdm nhi^t 0.714 4.98
tinh gidi quy^t,
Gidng viSn th4 hi$n thdi (J$ tfch cvc, nhifit tinh gidng day hudng vk sinh 0,757 5,30
vifin
Giang vien giao ti^p t6t trong Idp hpc 0,686 5.37 Gi^ng vifin phan hoi kjp Ihd-i cho sinh vifin trong qud trinh hpc 0.604 5,20
Chuvmg trinh hgc 3.679 0,758
Nha trifdng co nganh hgc da dgng theo nhu clu xd h^i 0,727 5,48
Npi dung cac mon hpc dwpc 66\ mdi, cgp nhgt ddp dng t6t yfiu cau dio 0,692 5,05
tao
Nha tru'dng cung c^p chifcng trinh hpc trong khung thdi gian hp'p 11 0,618 4,88
So li/png cdc mon hpc phong phu 0.638 5,67
Co's&v$tchit 5.702 0.858
Cdc trang thiet bj trong Idp hpc ddy dii vd tifin Ich cho vific hpc 0.531 5,06
Quy m6 lo-p vda phai dii 6k sinh vifin t$p trung chO y trong gid hpc "0,730 4.40
Dja diem hpc ciia nh^ tru'fi'ng thudn tifin vd khang trang 0,743 4,49 Thu' vifin ddp dng tot nhu cdu dpc/mu'pn sich cOa sinh vifin 0.794 4,34 Ph6ng mdy tinh ddp dng t6t nhu c l u thyc hdnh cua sinh vifin 0.607 4,16
Khong gian dSnh cho ti/ hpc vi gidi tri du vd tifin Ipi 0.640 3,91 St^ tiep cin 38.083 0.901
Khi sinh vifin gap vln d l hdnh chlnh/hpc vy, nhSn vifin hdnh chinh /gido 0,750 4,24
vg quan tfim gidi quylt
Nhan vifin hanh chlnh/giao vg luu gid hk sa hpc vg chinh xdc vd truy Igc 0.689 4.60
dup'c
Khi nhfin vifin hanh chlnh/hpc vy hda lam vi?c gl, hp dlu giO' Idi hda 0,770 4,68 diing h^n,
Nhan vifin hdnh chinh/hpc vg thi hi$n thai dp Idm vific tich cg-c hudng 0.804 4,38
v l sinh vien
Nhan vifin hanh chlnh/hpc vy c6 hiiu biet sdu v l hfi thing/thu tyc 0,714 4.75 Nhan vifin hdnh chinh/hpc vy giao tiep lich sy vd nha nh|in vdi sinh vifin 0,675 4,59
Trang 7K/i/a c^nh ngoai hpc thu^t
Nha tru-ong ton trpng SM' ty do va rifing tu ca nhdn cCia sinh vifin
Djch vy tu van hpc tgp/nghl nghidp ciJa nhd tru'Cfng t6l,
Djch vy y t l va ngfin hang cua nha trudng tifin Ich
Djch vy nhS vfi sinh day du vd sgch se
Nha tnj'o'ng khuyin khfch vd h6 tn? t6t cdc hogt dOng dodn h0i cua sinh
0,525 0,535 0,520 0,614 0.681
0.733 0,523
0,838 0,863 0,838 0,636
0,744
5,48 4,76
4,95
4,78 4,87 Nha tru'ong 13ng nghe cdc phdn h l i ciia sinh vien d l cdi thifin d|ch vy,
Thii tyc cung cap djch vy cua nhfi trufing don gidn vfi chuan h6a
Hinh anh trucmg d^i hQC
Truong Ogj hpc Kinh t l TP.HCM la tru'dng dai hpc c6 uy tin Idn
Tnfcmg Bai hpc Kinh t l TP.HCM la tnjdng dgi hpc trpng dilm quIc gia
Tru-ong Dai hpc Kinh l l TP.HCM la to chde tmng thyc va 6ing tin cay
Truffng Ogi hpc Kinh t l TP.HCM la t l chde gido dye co ddng gop idn
cho xa hgi
Truong D91 hpc Kinh te TP.HCM la Xrwtfng dgi hpc quen thu^c v6i nhieu
ngu'di
Sinh vien tit nghifip td Tru-dng Ogi hpc Kinh t l TP.HCM de dang dupc
tuyen dyng
D{e djnh hanh vi 58,820 0,856
Toi se ve tham trudng sau khi tot nghifip 0,743 5,32 T61 se ehpn trudng dai hpc nay d l hpc ifin cao trong tuong lai 0,725 5.52 Toi se khuyen ngudi than/ban be din hpc d ngoi trudng nay 0,817 5,52 Toi se noi tit v l torb-ng dgi hpc nay vol ngudi khac, 0,813 5,67 TOI se dong gop v l v|t chat/tlnh thin cho sy phat irien cua trudng nlu 0,776 5,4,1
CO difiu kifin
TucFng lai nlu la ngudi thanh dgt, toi se giOp 6a sinh vifin tit nghifip tti- 0.721 5,88
truD'ng nay
Bang 3 Ma tran tu'dng quan 910*3 cac khai niem nghien citu
5,88 5,89
5,64 5,87
6,06 5,29
1 Khia canh hpc thufit
2 Chuong trinh hpc
3 Co sd v|t chat
4 Sy tiep cgn
5, Khfa cgnh ngoai hpc thuat
6- Hinh anh trudng dgi hpc
7 Dy djnh hanh vi
0,587- 0,456*
0,441'
1
0,494*
0,404*
0,599*
1
0.346*
0,311*
0,375*
0.449*
1
0.470*
0,508*
0,300*
0,271*
0.265*
1
0,387*
0,369*
0,263*
0,288*
0.259*
0,506*
Ghi chO: "Tuong quan Pearson co y nghTa thong ke d muc 0,01; n = 565
Trang 8So 260, Thang S^u nam 2012
Ihuyet
i •JlUi'im T m l l l i n TiiilWlep
ll-K tlllKll
Hinh 3 Xep hang cac yeu td chat lUdng djch vu giao due
Bang 4 Ket qua kiem dinh cac gia thuyet
G i a t r i 3ien d o c lap B i e n p l i u IhLji R-'dieu c h i n h
{Gia t r i F; p)
Mu'c y
n g h i a
H l a Khia canh hpc thual Hinh anh t r u o n g
H l b Khia canh ngoai hpc thuat Hinh anh Iru-ffng
H1c Chu'O'ng [rlnh hoc Hinh anh tru'O'ng
H i d S y tiep can Hinh anh tru'u'ng
H i e Co' so vat chal Hmh anh tru'ong
D y d i n h hanh vi Hinh anh tru'O'ng dai hpc
cua n g u o i hqc
0,389 [69,624, 0,000]
0,430 [425,97, 0,000]
1.855 0.000
8,716 11,091 1,842 2.920
0,000 0,000 0.179 0,004
20,639 0,000
Chap nhan Chap nhan Chap nhan Khong chap nhgn Chap nhgn Chap nhgn
Hinh 4 Ket qua kiem dmh mo hinh the hien qua he so beta
Trang 9t.-l.tJJ.lJlW.f!L-HII!H'*i,tH
Bang S Cam nhan khac biet ve chat lu'dng djch vu va hinh anh nha tru'dng
Nam dang hpc Trj trung binh Op l^ch chuin Gia trf t MLFC y nghTa Khia canh hgc thu§t
Chircng trinh hoc
Cff so vgt chat
SI; tiep c^n
Khia canh ngoai hoc thuat
Nam thu ba (r
Nam thtj' tu' (n
Nam thi> ba
Nam thilH tif
Nam thij' ba
NSm thif tu'
Nam thu ba
Nam thii' lu
Nam thij ba
Nam thu" tu
1=258)
=307}
5,35 5,05 5,45 5j11
*SB 4,25 4,77 4,41 8,28 4,98
0,801 0,878 0.855 0,977 1,068 1,147 1,058 1,148 1,668 1,568 Hinh anh tn/ong d^i hpc Nam thu' ba
Nam thu'
tu-5,87 5,68
0,831 0.871
Ghi chCi: **Mu'C y nghTa thong ke p<0.05
cam nhan cua sinh vien doi voi chat luong dich vy
va hinh anh cua nha truong Sinh vien nam cuoi
danh gia chat lugng dich vu cua truang thap hon so
vcri sinh vien nam thu ba Thai gian trai nghiem
eang dai, sinh vien eang doi hoi khat khe hon ve chat
luong dich vu dugc cung cSp
Trong dich vu giao due, sinh vien vira la khach
hang vira la san pham Qua trinh hpc ciia sinh vien
cung la qua trinh cung cSp dich vu ciia giang vien
Khia canh hpc thuat dong gop Ion nhSt vao liinh anh
tnrong dai hoc Giang vien dong vai tro rat quan
trgng trong qua trinh chuyen giao dich vu, the hien
qua kien thuc va kinh nghiem ciia giang vien,
phucmg phap giang day, each tiep xiic va giai quyet
van de trong hpc tap, danh thdi gian giup do va phan
fioi thong tin den sinh vien Ngoai viec giang vien tu
than hpc hoi va nang cao trinh dp, nha truong nen ho
trg nguoi day lam tot vai tro nay nhu to chuc cac
khoa hpc vi phuang phap giang day hien dai, tao
ffiSu kien cho giang vien dugc co xat vol thuc te ben
ngoai qua cac du an hop tac nghien cuu, tu van cho
cac doanh nghiep
Chuang tiinh hpc la thanh phSn quan trpng thii
hai gop phln tao nen hinh anh Truong Dai hpc Kinh
ti TP.HCM Thigt ki chuong trinh hpc t6t doi hoi
phai gan voi giao trinh va sach tham khao cung thai lugng day du cho viec day va hpc Bo tri so tiet hpc hgp li giup can bang giiia li thuyet thuc hanh Cung cap kinh phi hgp li se kich thich giang vien viet tai lieu hpc tap Xay dung cac to chiic hiep doan ket noi nha truang va'doanh nghiep giup giang vien xay dung cac bai tap tinh hu6ng kinh doanh phuc vu cho viec giang li thuyet, minh hoa bang thuc te Khia canh ngoai hpc thuat dong vai tro quan trpng thii ba anh huong den hinh anh nha trucmg Sinh vien bj thu hiit bai yfiu t6 b6 ngoai va su thuan tien Nha trudng nen quan tam den viec chuan hoa cac thii tuc cung cap dich vu tir khau tuyen sinh, thu tuc nhap hpc, thu tuc dang ky mon hpc, dong hpc phi, tra cuu di6m trong qua trinh hpc Cac phong trao, boat dpng ngoai khoa trong sinh vien rat de tao
an tugng va tigng vang cho nha trudng, vi thS chiing nen dugc t6 chiic va duy tri thudng xuyen Trong nganh djch vu, moi quan he giira hinh anh
to chiic va chat lugng dich vu ma t6 chiic cung cap thi rat kho xac dinh vi tinh v6 hinh cua dich vu Cac
dac diSm hiru hinh khac co thg dung di lam cho hmh anh de thay va de nhan thiic dugc Bi tac dpng den
NGHieN CtrU & TRAO OOl 5 5
Trang 10So 260, Thang Siiu n i m 2012
hanh vi trung thanh vdi to chuc djch vi,i, trudng d^i
hpc nen dya tren ca sd v^t chat bdi vi trong suy nghT
ciia ngudi sir dyng nhirng yiu to n^y tgo thanh Igi
ich hiia hen trong qud trinh chuyen giao djch vy
Trudng dai hgc nen khai thdc cdc yeu to vgt chat
trong truyen thong de tgo ra s\r xac thyc v6 hinh
Day cung 1^ each hicu qud de tgo ra mpt hinh dnh
th\rc va cy thi Vai tr6 ciia nhan sy tiep xuc thuc
hi?n cdc nghi?p vy ngodi hgc thugt cung quan trpng
vi chiing dnh hudng tryc tiep den sinh vien vd trong
mpt chimg myc ndo d6 chimg t^o ra sde thdi rieng ve
chat lugng djch vy cua mpt trudng dai hpc,
Ngoai ra, cdc nhd quan li giao dye nen quan tam
den kl thugt do ludng chat lugng djch vy de theo doi
qud khii, hi?n tgi vd nhgn thiic ciia sinh vien ve chat
lugng djch vy thgt sy Cach ldm ndy giup cho trudng
dgi hpc cai thien hinh anh trudng theo thdi gian tir
tieu cue, trung binh, den tich eye thong qua kinh
nghiem dich vy Tuong ty, cung cdn phdi xem xet lai
theo thdi gian nhu cau cua sinh vien thay doi nhu the
nao, sinh vien nam sau doi hoi dich vu d bac cao han
de nha trudng co nhiing didu chinh kip thai trudc
khi no trd thanh mot ldi truySn mi?ng kem tich eye
6 Han che va hu'dng nghien cufu tiep theo
Vi nghien cuu nay ehi trong pham vi mpt trudng
(he so dieu chinh R^ = 40%), sy tap hgp nhieu du
lieu tir cac trudng dai hpc khac de so sdnh vd ket
lugn se lam cho tinh tong qudt hoa manh hon Hon
nira, nghien cii^ vi chat lugng gido due dai hpc
trong tuong lai nen quan tam den cam nhan ciia gidng vien va nhan vien trong tnidng Hp Id nhung ngudi gdn bd nhiSu nam, c6 nhieu kinh nghiem trong moi trudng gido dye Cdm nhgn ciia nhimg ngudi tham gia tgo nen djch vy co the mang den mot
sy ddnh gid khde bipt vd sau sde hon so vdi sinh vien,
Trong nghien cuu ndy, hinh dnh ciia trudng dai hgc chi dugc do ludng thong qua ddi tugng la sinh vien chinh quy dang hpc Cac doi tugng khde dii da hpc xong hoac chua hpc tgi trudng eiing co the nhan thiic ve hinh anh trudng dai hgc do Do do, nghien ciru trong tuong lai ve hinh anh cua mgt to chiic giao due nen md rgng mau nghien cum den cdc eyu sinh viSn va cpng dong dja phuong,
Ket qua ciia nghien cuu ve sy trai nghiem cua sinh vien anh hudng d^n nhan thuc ciia hp ve chat lugng dich vy chi mdi d budc kham pha vi so sanh 2 nhom sinh vien khac nhau co thdi gian trai nghiem nhieu vd it hon Nghien cuu tuong lai nen thyc hien theo hudng nghien cuu lap lai, nghia la eiing mpt mau nghien cuu se thuc hien eac thdi gian phong van khac nhau khi hp hpc nam thii hai, thii ba vd thii
tu Phuong phap nghien cuu ndy se giiip phat hien sau hon y nghTa ve "thdi gian", lam ro vai tro ciia thdi gian vd kinh nghiem ngudi hpc trong danh gia chat lugng dich vy giao dye vd hinh anh nha trudngB
TAI LIEU THAM KHAO
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5 6 NGHI£N ciru & TRAO DOI