Q U A N t l QIAO DUC VAITRO CUA KHACH HANG TRONG QUAN Ll CHAT LlTdNG TOAN DIEN TRONG GIAO DUC Q ThS TRAN TH[ THANH PHUONG'''' 1 Khdch hdng Khdch hdng trong gido dye vd nhd trvdng Id al, Edward SaTlis, tr[.]
Trang 1Q U A N t l QIAO DUC
VAITRO CUA KHACH HANG TRONG QUAN Ll CHAT LlTdNG TOAN DIEN TRONG GIAO DUC
Q ThS TRAN TH[ THANH PHUONG'
1 Khdch hdng
Khdch hdng trong gido dye vd nhd trvdng Id
al, Edward SaTlis, trong qudn l( chd't ivi^ng iSng
ih^ fTo tol quality management - TQM) frong gido
di^c dql hpc (1) dua ra md hlnh: Cldo di^c «
dfch vv; Ngudi hgc = khdt^ hdng bSn ngodi ddu
tidn (ddl tugng Hit^ hudng); Cha mp hge stnh, nhd
qudn li, sd ai^ng lao ddng » khdch hdng bdn
ngodl thd hai; Thf trudng lao ddng, xd h^l =
khdch hdng bfin ngodl; Gido vidn, cdn bd (GV,
CB) ph{K vt^ c: khdch hdng bSn trong
Theo dd, khdch hdng cOa nhd.trudng rd't do
dqng, cd loqi khdch hdng bdn trong vd khdch
hdng b§n ngodl djchvg Khdch hdng bgn trong
cOa trudng Id nhQng GV, CB, nhdn vlSn phyc
vy, trong nhd trudng Ngodl ra,d trudng khdl
nl$m khdch hdng cdn duqc hl^u: cdc Idp/kh^l/
h$ trudc Id noi cung t>ng sdn phd'm cho ldp/
kho'l/hg sou Ldp/kheft/h$ sou Id khdch hdng
ldp/khd'l/h# trirdc NghTa Id trong m§t nhd
trudng, cdng doqn sau Id khdch hdng ciJa cdng
doqn trudc lOidch hdng b3n ngodi cUa trudng
Id: HS, sinh vidn (SV), phy huynh, cha m? HS,
SV, cdc ca sd cd nhu cau vd ySu c<3u si/ dyng
nguon nhdn lyc, xd h$l, thj trudng lao ddng,
cqng d6ng cd dO cdc tlSu chu^n theo quy djnh
cue Bq GD-OT
GV dqy Idp hvdc phdl chud'n bj HS, SV cho
khdch hdng Id nhung GV dqy Idp sou, h$ hqc
sou Cdn bq Idnh dgo nhd trudng khdng chi
kl^m tro ddnh gid md phdl klim sodt h5 trq,
Iqo dilu kl$n cho ti>ng cdn b$, GV hodn thdnh
nhl#m vy Mql cdn b$ GV phdi tqo dllu kl$n
thuqn Iqi nh£it cho hoqt d$ng cOa SV cdc Idp
trong trudng Mdt khdc, nhd trudng phdl tim
hl^u v l sv ddnh gid cOa cdc ca sd tllp nh$n
sdn ph^m cua mlnh, ttm hllu nhitng ySu cdu
mdl cOa SV, cha me SV, cdc don vj sd dyng lao
d$ng, cdc cap qudn If d l cd k l hoqch tich ci/c
Tap chi Giao due s6 2 9 7 cfc* i - n/aoia)
thu h?p khodng cdch gliJa ySu c6u cOa khdch
hdng vdl khd nfing ciia nhd trudng
Dilu auon trqng d ddy Id phdl dung hod cdc nhu cdu khdc nhou cua cdc loql khdch hdng M^t trong nhOng bl0n phdp gldl quylt mdu thuSn Iql fch glQo cdc loqi khdch hdng Id cdng nhdn
sy tin tql cOo chung vd xem x6t cd't ldl cOo vd'n
d l vdl cdc bdn llSn quan Trong TQM, dllu quan trqng Id trudng dql hqc ludn d^t nhu cdu cOa ngudi hqc d vj tri trung tdm trong qud trinh l^p
k l hoqch chiin luqc, khdng dfit vd'n d l kinn doonh vi myc dich Iql nhudn Song dilu dd cOng khdng cd nghTo Id nhOng Iqi fch cua cdc khdch hdng khdc bj xem nhe
2 Vol trd cOo khdch hdng trong qudn ll
chdt luqng (CL) t^ng t h l trong gido dye
Cdc to chuc thyc hien TQM Id xdc djnh bdl khdch hdng cua hq Khdch hdng Id nhung thd'm phdn cuo'l cung cuo CL vd khdng cd ho thi cdc to chuc se khdng ton tql CL co thl djnh nghTa Id nhiJng ddp ung vd vuqt cdc nhu cdu vd mong mud'n cOo khdch hdng Dieu ndy doi khi duqc
gqi Id CL thea st/ nhdn thije Tom Peters (1987),
trong mdt thdo luqn ve vai trd quon trqng cOo khdch hdng trong CL, cho rSng CL nhdn thue cOa m$t sdn phdm hofie djch vy kinh doonh Id m$t vlu td quon trqng nhd't dnh hudng den sy thyc hl3n c6a nd Ong ldp ludn rdng CL nnu djnh nghTa bdl khdch hdng Id quon trqng han gid trj trong
v l ^ xdc djnh ySu cdu ddl vdi phdn Idn nhCng hdng hdo vd nhi/ng djch vy Chang hqn, khi Tom Peters ndl v l cdc nghlSn cuu cua dng quo cdc
ndm: «Kdi qud ehde chdn eua tdi: 1} Cdc khdch
hdng - edng nghl$p hodc cd thd, cdng nghi cao hodc thdp, Idioa hgc duge ddo tgo hodc Ididng ddo tgo sS trd rdt nhieu cha CL tdt han vd ddc biit cha CL tdt nhdt; hon nda, cdc hdng cdng ty eung edp CL dd se phdt trldn mgnh; 2} Cdc cdng nhdn
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Trang 2d mgt b^ ph0n cua td chi>c s5 trd nin hogt d^ng
mgnh m@ nhd ca h^l cung cdp m^t sdn phdm
hodc dfch vy CL dinh; vd 3) khdng cd sdn phdm
ddn dSu CL, kd td khi gla nh^p mdi Ilin ti^c xdc
dinh Igl cho khdch hdng, nhang gi cd thd* (2)
3 Kllm sodt CL, bdo ddm chtft luqng (BDCL)
vd CL todn dl$n
Cung nhu vi$c cung cdp vd djnh nghTa CL, d l
hllu sy Ichdc nhou glCto 3 y tudng CL quan trqng
khdc Id cdn thilt Ddy Id nhOng khdc bl|t duqc
tqo ro glQo kllm sodt CL, BE)CLvd CL todn dl|n
Cdc tiiu chud'n CL, bao gdm: • ; Cdc tliu
ehudn dfch vy vd sdn phdm: - Sy thlch nghl ddl
vdl d<ic tinh klthudt; • Thlch hqp ddl vdl myc dich
ho<?c si> dyng; - lOidng ISl; - Dung ngay ti> ddu,
trong sudt qud trinh b) Cde tliu ehudn khdch
hdng: - Thdo mdn khdch hdng; - Vuqt cdc mong
dql khdch hdng; - Ldm hdi ldng khdch hdng
Kldm sodt CL d l cdp vl$c phdt hl$n vd loql
bd cdc thdnh phdn hodc cdc sdn phdm cudi cijng
khdng dqt tI3u chud'n Nd Id mdl qud trinh sou
khi cdc sy kl0n cd lign quon vdl vl$c phdt hl^n vd
k>ql bd cdc myc khiim khuylt Nhu mdt phuong
phdp BDCL,s nd cd t h l lign quon d i n mdt sd ddng
Icl cuo chd't thdi, p h i li^u vd Idm vl$c Iql Nhung
ngudi kllm sodt ho$c kilm tro CL thudng xuygn
thyc hign kilm sodt CL Kllm tra vd thi) nghl$m Id
nhung phuong phdp thdng thudng nhdt cuo kllm
sodt CL vd duqc su dyng mqt cdch r^ng rdi trong
gido dye d l xdc djnh li^u ede tIgu chudn cd duqc
ddp Ong khdng
Bdo ddm chd't lugng khdc vdi kllm sodt CL
N d Id mdt qud trinh trudc vd trong khi cde sy
ki^n cd lien quan d l ngdn ehj^n cdc ISl xdy ro
tql noi ddu tlgn BDCL Id v l CL thilt k l trong qud
trinh cd gdng bdo ddm rdng sdn phd'm duqc
sdn xud't so vdl dfic tfnh kT thuqt duqc xdc djnh
trudc D l l n dqt mqt cdch dem gidn, BDCL Id m$t
biin phdp tqo ra cdc sdn phdm khdng lol vd bj
khuygt BEXIL Id v l dfic tinh kr thudt sdn phdm
phu hqp trudc sou nhu mdt hodc nhung d l l u
nhdn duqc tdt ngay tu ddu vd cd qud trinh
CL cuo hdng hdo hodc djch vy duqc bdo ddm
bdl cd duqc mdt h$ t h ^ g thi> bde, duqc bilt nhu
Id mdt h§ thdng BDCL (QA), duo ro mdt cdch
chfnh xdc sdn phdm ndo ngn tlln hdnh nhu t h l
ndo vd vdi nhung tlgu chudn ndo Cdc tigu chud'n
CL duqc duy tri bdl/theo cdc thO tye duqc dua ra
trong hg thdng Q A BDCL Id sy ddp ung cuo lyc
luqng loo ddng, dong Idm vi§c ihudng xuygn
ho$c cdc nhdm CL, cht> khdng phdl Id ngudi kllm tro, m<Jc do kllm tra cd t h l cd vol trd trong BDGf
QL CL todn dl$n kit hqp chdt chg vdl BDCL, vd
md rdng vd phdt triin nd T Q M tqo ndn mdt vdn
hda CL 6 ddy,
myc dfch cOa mdi nhdn vIgn
Id Idm hdi Idng khdc^ hdng cOa hqvdcAjtn:)ctd chOccOahqcho phdp hq Idm nhu vdy Trong T Q M , khdch hdng Id tdl coo D6 Id
phuong phdp lllp cdn duqc phd b l ^ bdl Peters vd
V/alerman (1982), vd nd dfi Id mdt d l tdi thudng xuygn cOa bdi vllt Tom Peter k l tu dd
T Q M Id sy eung cdp cho khdch hdng cdl hq mudn, hq mudn nd khi ndo vd hq mudn nd obdi ndo N d lidn quan d i n sy dl ehuyin vdl sy thw ddl cdc mong dql vd cdc Idlu mdu cOa khdoi hdng d l thilt k l cdc sdn phdm vd djch vy phu hqp vd vuqt trgn ed sy n>ong dqi cuo hq Duy nhdt bdng cdch Idm hdl Idng khdch hdng hq s9 quay Iql vd bdo vdi cdc bqn eua hq v l nd (i^lu ndy ddl khi duqc gqi Id bdn trgn djnh nghTa cua
CL) Nhung chdp nhdn vd si/ mong dql cua c6c
khdch hdng duqc cdng nhdn Id ngdn hqn vd hoy thoy ddl, vd cde td chuc nhu vdy phdi tim cdc cdch de gdn gul khdch hdng cd t h l ddp ung thj hllu, nhu cdu vd mong mudn thay ddl cua hq • (1) Edward Sallis Total Quality Management in Education Routledge London, 2002
(2) Marmar Mukhopadtiyay Total Quality Management in Education Second Edition, Sage Publications, 2006
Tdl li^u tham khdo
1 Nguy£n LOc "TQM tiay lii quin If chil luqng t6ng th£ trong giAo di^c" T^p ctlt Kfioa hpc Gido difc
SO' 54/2010
SUMMARY
Any discussion about the nature of quality must focus to tt)e Important role of tt}e customer Wt)oshoiJd decide whether a sctnx^ or univer^ty win provide a quality service? Tt)e answer will teS us much c^x>ut1hB values and a^lratlons of the organization It needs to tvjve a clear k3ea of wt)o^ considered a quaStyoff& The perspecttve of manufacturers and custom&s are not always Identical, it happerys ttKJt tt)e customer refuses perfect goods and products and useMserv-ices IWien you are providing a service to ttie specifi-cation does not guarantee success
Tap clii filao due s6 2 9 7 (fct i • ii/aoi«