TAP CHl KHOA HOC TRUONG OAI HOC MO TP HCM S6 6 C38) 2014 41 DANH TIENG TO CHU''''C DAO TAG THEO Gdc NHIN upC VIEN CAO upC ?5 Ngay nh?ln biii 12/06/2014 Hodng Th} Phitong Thdo'''' % Ngaynhan lai 13/07/2014 ][.]
Trang 1DANH TIENG TO CHU'C D A O TAG THEO Gdc NHIN upC VIEN CAO upC
?5
Ngay nh?ln biii: 12/06/2014 Hodng Th} Phitong Thdo'
% Ngaynhan lai: 13/07/2014
] Ngay duyet dang: 18/082014
TOM TAT
Trong linh vuc ddo tgo sau dgi hgc, cgnh tranh dang ngdy cdng gay gdt thi danh tieng td chirc trd nen rdt quan trgng di thu hut hgc vien Bdi bdo trinh bdy cdc nhdn Id dnh hudng den danh tieng td chuc ddo tgo cao hgc vd mdi quan he cua chung vdi long trung thdnh cua nguai hgc de tif do giiip cho nhd qudn ly gido due trong viec ra quyit dinh cdi thiin dich vu, nhgn ra vai trd cua cdng cu truyin thdng de phdt trien thuang hiiu cua mgt to chirc ddo tao Cdng cu
he sd tin cdy Cronbach alpha, phdn deh nhdn td EFA phdn tich hdi quy tuyen tinh vd phdn lich phuang sai ANOVA dugc diing di xd ly sd lieu dua trin mdu khdo sdt 756 hgc viin cao hoc thugc 3 td chuc ddo tgo dien hinh tgi TP.HCM Kit qud Id danh tiing td chuc ddo tgo cd dugc tit su tin tu&ng cua ngudi hgc vi chdt lugng dich vu vd tir truyin thdng dgi cbung vd truyin mi4ng
Tu khda: danh tieng, ddo tgo cao hgc, truyin thong dgi chung, ti-uyin mieng, tin tuang
ABSTRACT
In higher education, the role of institution reputation is more important when the competition among institutions is fiercer to attract students The article presents key factors contributing to institutional reputation and its relationship to student loyalty in order lo help education managers decide to improve sen'ice quality, aware of the role of public communication and word-of-mouth (WOM) in developing institution's brand The tools of Cronbach alpha, EFA analysis, linear regression, and ANOVA are used with the sample size of
756 postgraduate students of three typical institutions in HCM city The result shows that institutional reputation is created by student's trust originated from service quality, public communication and WOM
Keywords: reputation, postgraduate, public communication, WOM, student's trust
Trang 21 Gidi thieu
Barney (1991) xac dinh danh tiSng la
mdt tiong nhiing tai san quy hiem, khdng the
bat chudc dupc va khdng the thay the, nhung
iai tao ra lgi thk eanh tranh bin vung Danb
tieng tieh cyc co the la nhan td chinb trong
vifc duy tri lpi thk canh tranh kbi nd dupc phat
tri^n tiong mdt thdi gian dai ma ddi thu canh
tranh khdng Ihl de dang theo dudi kip
(Howard, 1998) Tai Viet Nam dao tao sau dai
hpe bat dau tiJ nam 1976 va bimg phat tir
nhihig nam diu thap ky 90 vdi sd lupng thac
Sl, ti§n sT ngay cang tang nhanh (Mai Minh,
2012) Cac to chuc dao tao sau d?i hpe dang cd
mpt sy canh tianh manh de thu hut bpe vien
vdi ti If chpi thi tuyen dau vao eua cac tmdng
khac nhau Hpe vien ngay cang cd nhieu co
hpi de lya chpn co sd dao tao sau dai hpe, va
hp chpn tiudng nao cdn phu thude vao nhieu
yeu to, uong dd danh tien^ ciia to chuc dao tao
la mot trong nhiJng yeu to mau chot Vay lam
the nao de co the nang eao danh tieng td chirc
dao tao nham thu hut Iupng hpe vien tiem
nang nay? Mue tieu eua bai bao nay la xae
dinh cac nhan to tao dyng danh tieng to chuc
dao tao cao hpe va kham pha muc dp danh
lieng cua cac to chuc dya tren nhan tbirc cua
ngudi hpe nham ddng gop vao nhimg hieu biet
ve trai nghifm thuang hieu ban iam thdng qua
chat lupng djch vy, n6 lye tmyIn thong, nilm
tin, danb tieng td chuc, va Idng tmng thanh
trong mdi tmdng canh tranh va phat triln cua
hf thdng giao due sau dai bpe tai Viet Nam
2 Co- sd Iy luan va gia thuyet nghien dupji
Danh tiing id chirc Id gi?
Wartiek (2002) da chi ra riing dac
tinh/ban sac hinh anh uy tin, thifn chi, su quy
trpng va vi tri tat ca dupc xem nhu d6ng nghTa
vdi danh tieng dya vao muc dp khai quat hoa
khac nhau va co the sOr dung thay the cho
nhau Comelissen va Thorpe (2002) cho rang
danh tieng la sy dai difn tap th§ vl hinh anh
thuong hifu eua td chuc trong qua khu thdng
qua uuyln thdng hoac bang kinh nghiem dupe
hinh thanh theo tiidi gian Danh tilng cua td
ehirc dupc djnh ngbia la mpi quan nifm dya
tren nhan thuc ve nhung vifc da iam va each
thirc lam nhCrng viec do trong to chirc (Benneti
va Kottasz 2000) Danh tieng ciia to chirc con
dupc danh gia thong qua sy than phiic tin tudng cam xuc tich cue \'a sy ton trpng ciia
mpi ngudi (Vidaver-Cohen, 2007)
Nghien cdu na\' xem xet \ai tro ciia danh
tieng to chuc trong ngir canh giao due Vi ban chat cua giao duc \ a \ i ket qua giao due
thuong tiem lang \ a \ o hinh do do rat kho cho hpe \ien giai ma danh tieng mac dii no thudng
la mpt chi so cho hoc vien va gia dinh hp chon
td chiic dao tao (Fombmn va Gardberg 2O0O),
Vi le do danh tieng td chirc khong phai dua vao mpt thanh phan duy nhat ma no dupc tao nen bdi nhieu thanh phan khac nhau co the lien quan den nhu: chat lupng dich vu ma khach hang da quan sat \ a trai nghiem trong sudt qua trinh phat trien cua to chirc thong tin tir phuang lien dai chung va truyen mieng
va niem tin la su danh gia tong quat cac
diem tren
Chat lupng dich vu duoc dinh nghTa la
loan bp cac dac diem ctia dich vu chira dung kha nang ciia dich vu thoa man dugc nhung nbu cau cua ngudi su dung (Angel I va cpng
su, 2008) Truyen thong dai chiing la cac hoat
ddng truyen thdng tin rpng rai ve dich vu va
ban than to chirc tdi khach hang nham thuyet phuc hp tin tudng vao to chuc va dich vu ciia
td chuc do {Kotler va Amsirong, 2011) Thong tin truyen mieng la giao tiep phi chinh thirc giira cac to chuc, ca nhan ve viec danh gia djch
vu (Aiderson 1998) Ni^m tin cua ngudi sir 5^,^ the hien sy tin rudng cua hp vao su liem
^ ^ M h cua to chirc cung c^p dich vu va ket qua
(|ich \ u dang tin cay (Rojas-Mendez va cpng sir^ 2009) Long trung thanh doi vdi l6 chirc
^ i g t dinh nghia la trang thai tam ly phat sinh
bdi nhdn thii'c ciia mdt ca nhan nilm tin va
cam \uc kich thich su sEn sang hay du dinh phat tnen \ a du\ tri moi quan he dn djnh va bin vung (Rai \a Sri\astava, 2012)
Tir niiCrng khai niem ca ban tren cac moi quan he gian tiep \ a true tilp d^n din danh tieng cua to chirc dao tao vdi mong muon dai duac long trung thanh ciia ngudi hpe duac de
nghi \em xet Dong thdi \'iec t6ng hpp ly
thuyet \ e cac moi quan he nay la nin tang de
Trang 32.1 Trdi nghiim chdt luang dich vu vd
niem tin vdo td chuc
Helgesen va Nesset (2007) xet thiy tiiai
dp tmdc day ddi vdi chdt luong tdng ihl tmdc
dd cd anh hudng tryc tilp len thai dp kliach
hang hifn tai Thai dp tich eye cua hpe vien
ddi vdi td ehue dao tao cd Ihl khiln bo tin
rang khoa/vien dao lao do cd thi cung ckp dich
vy tdt trong tuong lai, dilu do tao eho bp mdt
sy tin tudng Nhu vSy su tin tudng cua hpe
vien ddi vdi Id chuc dao tao phy tbudc vao
chat lupTig dich vy Hsu (2003) cbo rSng nlu
khach hang nhan xet cbSt luong dich vu tdt,
nhihig suy nght tich cue vl Id ehue lao ra dich
vy chat lupng tdt dd dupe luu giu trong tam tri
khach hang Chat lupng dich vu cd thi duac
phan anh qua nam khia c?nh: ehuong trinh dao
tao, dpi ngij giang vien, quan ly hpe vu co sd
vat chat va boat dpng ngoai khda (Sultan va
Wong, 2012; Hoang Thi Phuang Thao va
Nguyin Kim Thao, 2010) Tuy nhien, trong
mdi Irudng dao tao sau dai hpe, khi ngudi hpe
la nhung cdng dan dang di Iam, hp theo hpe
cac Idp budi toi va culi tuan, cac boat dpng
ngoai khda cua nha trudng danh eho hp At
hiem hoae khdng cd Rd rang la yeu ciu vl
ehat lupng dich vy cua hp khae ban so vdi eae
sinh vien hpe chinh quy Vi vay trong ngir
eanh dao tao cao hoc, tiai nghifm chdt lupng
djch vu cua ngudi hoc nen dupc loai trii- boat
dpng ngoai khda Thai dp tich cyc cua khach
hang ve chat Iupng dich vy ciia mot thuang
hifu td ehue din bp tdi niem tin rang thucmg
hifu td chuc cd kha nang cung cSp sy thoa
man, sy tin cay va cam xuc ve ket qua tdt ma
hp se dat dupc trong tuong Iai Do do, cac gia
thuylt dupe de nghi cu the la:
Hla Cd mdi quan hf giua chat Iupng
chucmg trinh dao tgo cua Id ehue dao tao va sy
tin tudng ciia ngudi hpe ddi vdi Id chuc
Hlb Cd mdi quan be giGa chat luang
ddi ngii giang vien eua to chuc dao tao va sy
tin tudng cua ngudi hpe ddi vdi td chuc
HIc Cd mdi quan hf giua ehat lupng
quan ly hpe vy cua td chuc dao tao va sy tin
tudng CLia ngudi hpe ddi vdi td chuc
Hid Cd mdi quan bf giira chat lupng co
sd vat chat cua Id ehue dao tao va sy tin tudng ciia ngudi hpe doi vdi td ehue
2.2 Tiidng tin truyin ihong dgi chung,
su tin tudng vd danh tieng td chuc
Kassim & cdng su (2010) md ta danh tieng td chuc la nhan thuc tong quat ve mdt doi tupng dupc tao thanh qua vifc tiep tbu thdng tin tir cac ngudn khac nhau nhu kinh i^hiem qua khir, tmyen mieng, va tmyen thdi^ marketing theo thdi gian Tmyen thdng dai chung cd cac muc dich co ban la thdng bao, thuyel phye va nhac nhd ddi tupng nhan lin ve hang hoa/dich vu va thuang hieu cua td ehue (Kotler va Amstrong, 2011) Thdng tin dai chiing ddng vai trd quan trpng de thdng bao eho hpe vien biet ve dae diem ciia tmdng
va chuang trinh dao tao (James va cpng sy, 1999) Hoc vien xem thdng tin nhu mpt ngudn tham khao chii yeu de biel ve td chuc dao tao
ma minh se chpn lya vi the thdng tin can day
du va dang lin eay Do do, hai gia thuyet dupc hinh thanh la:
H2 Co moi quan hf giira thdng tin
tmyen thdng dai chiing ve td chuc va sy tin tudng cua ngudi hoc ve td chdc
H3 Cd mdi quan he giiia thdng tin
tmyen thong dai chung ve td chuc va danh tieng ciia td chuc
2.3 Thdng tin truyin mieng, su tin tudng vd danh tiing td chuc
Thdng tin tmyen mifng la mdt hinh thuc tmyen tin bang Idi giira nhimg ngudi tieu dung
ve nhung kinh nghiem ca nhan ciia hp dii vdi mpt td ehirc hay dich vu (Datta & epng su, 2005) Cac boat dpng tmyIn tin nay tmdc hit ddi hdi ngudi tieu dimg phai tin tudng thuong hieu td chuc ngay khi hp trd thanh ngudi phat ngdn cbo thuang hieu td chiic do Cae hpe vien se xay dyng niem tin ve Id chuc dao tao bang each ling nghe y kiln tir ngudi khac Nhu vay niem tin ciia ngudi hpe ddi vdi Id ehue va danh tilng tl ehirc la kit qua cua qua tiinh truyin thdng tin in tupng tir cac ngudn khac nhau trong do cd ngudn thdng tin tmyIn
Trang 4H4 Cd moi quan hf gi&a thong tin
tmyen mifng tich cyc \ e td chirc va sy tin
tudng cua ngudi hpe ddi vdi td chirc
H5 Cd mdi quan hf giiia thdng tin
tmyen mifng tich eye ve td chuc va danh tieng
cua to chire dd
2.4 Svr tin tudng vd danh tiing td chirc
Su tin tudng ciia hpe vien trong ngO
eanh giao due dupc xac dinh la mot tiong
nhirng ket qua ehinh cua viec danh gia danh
tieng eiia Nha tmdng dao lao eae hpe vien ra
tmdng hay bo hpe giiJa chimg (Hennig-Thuau
va eae cpng sy, 2001) Nhieu khoa/vien dao
tao sau dai hpe dang cd gang tSng sd hoc vien
moi nam Ien sy lin tudng cua hpe vien dy
tuyen cd Ihl d6ng vai trd quan tipng tiong vifc
tang kha nang tiep can thi tmdng cua cac
chuong trinh cao hoc va thuang hifu ciia cac
khoa/vien dao lao nay Danh tilng ciia td chirc
dao tao cdn dupc dinh ngbia nhu muc dp tin
tudng vao kha nang eiia Id ehiic dap iing mong
dpi eiia ngudi hpe dua tren cac thupe tinh nao
dd (Nguyen \ a Leblanc 2001) bia thuylt
dugc de nghj la:
H6 Co moi quan he giiJa su tm tudng
ciia ngudi hpe vl td chuc va danh tilng eiia t l
chirc
2.5 Danh tieng id chuc ado tgo vd long
trung thdnh cua ngudi hgc
Long trung thanh ctia ngudi hpe anh hudng den chat lupng ciia viec hpe din cam kel ti'ch cyc cua hpe vien trong vifc hoan thanh khoa bpe va trd ve tmdng cii d l cap nhat kiln thiic (Marzo-Navarro va cdng su 2005) Hp cung cd the trd thanh ngudi iing hp, khuyen bao ngudi khac den bpe tai nai hp dang hoc Trong khi, danh tieng Id chire dao lao xac dinh nban thuc tdng (juat cua ngudi bpe vl t l ehue
do, danh tieng tdt ciia td chuc dao lao se giiip xay dyng Idng tinng thanh cua ngudi hpe doi vdi td chuc dao tao (Bhattacharya va Sen,
2003) Do do, quan tn danh tieng id chiic dao
tao ddng vai trd quan trpng trong viec thu hiit
va duy til bgc vien (Standifin, 2005) Gia thuylt sau day duge d l nghi la:
H7 Cd mdi quan he giiia danh tieng tl
cbiic dao t£io va Idng trung thanh eiia ngudi hpe ddi vdi to chirc
Hinh 1 trinh bay md hinh nghien ciiu voi
mudi gia thuyet duge dk nghi d tren Thang do
tiong nghien cuu nay dua tren co sd ly thuylt
vl chat lugng djch vu dao tao sau dai hoc, thdng tin tmyIn thdng dai ehiing, thdng tin tmyen mieng, sy tin tudng, danh tilng 16 chuc dao lao ya long tmng thanh Cac tap bien quan sat cu the dugc do ludng ti-en thang do Likert 7 diem (1 = rat khdng ddng y, 2 = khdng ddngy,
3 = hoi khdng ddng y, 4 = tmng lap, 5 = hoi
d6ng y,€, = d i n g y, va 7 = rSt ddng y)
Trang 53 Phvtdng phap nghien cihi
Phuang phap nghien ciiu dugc thyc bifn
thdng qua 2 budc: ngbien cuu dinb tfnh va
nghiin cuu dinh lugng De dam bao gia tri npi
dung cua thang do, thao luan nhdm (n=10)
dugc thyc hifn nham bd sung va dilu ehinh
cac phat bilu dl thuEin lgi cho viec tmyIn dat
y nghTa Sau ket qua nghien ciiu dinh tinh, cd
41 bien quan sat dai dien cbo eae khai nifm
nghien ciiu trong do 22 biln quan sat thi hifn
bdn khia canh cua chit lugng dich vy, 6 biln
cho thang do tmyen thdng dai chiing va truyin
mifng, 3 bien cbo thang do sy tin tudng, 5 biln cho danh tilng Id chiic va 5 bien cho long tmng thanh cua ngudi bpe
Dii tugng khao sat cua nghien ciiu dinh lugr^ la eae hpe vien cao bpe dang tbeo bpe tai cac ca sd dao lao sau dai hpe cua ba tmdng Dai hoc Kinh T I TP.HCM, Dai hpe Bach Khoa
TP HCM va Dai hpe Md TP HCM Ddi tirong dupc chpn theo phuang phap dinb muc thuan tifn theo Bang I Ti If dinh mdc cd dya tren qui md tdng the nghien eim
Bang 1 Phan mau dinh mirc ke hoach va thyc hien
Th chirc dao t^o sau d^i hoc
Dai hoc Mo TP HCM
Dai hoc Kinh TS TP HCM
Dai hgc Bach Khoa TP HCM
Ke hoach n=750
Ti le phan bo 35%
45%
20%
Thirc hien n=756 Mau
278
366
112
Ti if phan bd
36,8% 48,4% 14,8%
Co 780 bang cau hdi phat ra va thu ve
duge 761 bang, trong dd cd 5 bang khdn^ dat
yeu ciu ehit lugng tra Idi Cdng cy be so tin
cay Cronbach alpha va phan lich nhan td EFA
dugc sii dung de sang Ipc thang do cae kbai
nifm nghien ciiu Tiep do md hinh hoi quy
dugc su dung dl kilm djnh cac gia thuyet
nghien euu Phep kiem dinb ANOVA dugc
dung dl phan tich sy khac bift giiia bpe vien d
cac Id chiie dao tgo sau dai hoc khac nhau ddi
vdi cac yeu td lien quan den danh tieng cua td
ehiic dao tao sau dai hpe
4 Ket qua nghien ciru
Quy md mlu nghien ciiu gdm 756 bpe
vien dang bpe cao bpe tai Tmdng Dai bpe Md
TP HCM (36,8%), Dai hpe Kinb T I TP HCM
(48.4%) va Dai bpe Bach Khoa TP HCM
(14,8%) tbeo 4 chuyen nganh chinb: Kinh te
hgc (23%), Quan In Kinh doanh (36%) Tai
chinh-Ngan bang (26%) va Xay dyng (15%)
v l gidi tinh nil chiem 46,3% Ve dp tuoi,
nbdm tudi 21-25 chiem phan ddng vdi 44,4%,
35 ehiem 14%, va tii 36 den 45 chiem 5,4% Xet ve tbu nhap thu nhap thip dudi 5 trifu dong CO 22,9%, thu nbSp tmng binh tu 5 din 10 trieu ddng chiem da so vdi 53%, tien 10 trifu den 15 trifu ddng la 17,3%, tien 15 trieu ddng ehiem 6,7% Linh vyc lam vifc chu yeu la kinh
tl chiem 56,9%, ky thuat chilm 17,1 %, edn lai
la khoa hpe xa hpi vdi 1,1% Trong edng vife,
vi tri nhan vien chiem dai da so vdi 72,1%, edn lai la quan Iy cap thap chiem 15,7%, giang vien
la 3,2%, quan ly cap eao chi chiem 1,9% va ed mpt nhom chua di lam chiem 7,1% Vl khu vuc iam vifc, 35,8% dap vien hifn dang Iam vifc tai cac cdng ty Nha nudc va 57% phye vu cac cdng
ty ngoai Nha nudc
4.1 P/idn tich nhdn to vd ddnh gid dp tin cdy thang do
Ket qua phan tieh EFA cho thang do ehat lugng djch vy cho thiy cd bdn ylu td dugc trich vdi gia tri Eigen thip nhit la 1,130
va long phuang sal trich duge la 59,346% Cac
hf so tai nban Id eua cac thanh phin nay nam tiong khoang 0,501 - 0,859 Tit ca he sd
Trang 6Cronbach alpha cua chat luong dich vu dat tir
0.793 dSn 0,879 VS hai phucmg tien truyen
do don huong voi he so Cronbach alpha km hon 0.80 Nhu vay cac nhan to dai dien cho cac khai niem nghien cuu deu cd tinh nh^t
Cronbach alpha dat Neu ciu Ion hon 0.6 va cac quan noi tai va do tin cay dat yeu cau hoan
he s6 tai nhan td' xip xi 0,70 tro len Sir tin toan thich hop cho cac phan tich xa hon (xem
tudng danh tiSng xb chuc va long trung thanli Bang 2)
ciia nguoi hoc deu la cac khai niem ciia thang
Bang 2 Phan tich nhSn to
C Jc biln
Chat lirgng chuang trinh ddo tgo
Nganh hpe da d^ng
So lupng mon hoc phong phii
Npi dung mon hpe doi mdi
Khung thdi gian hpp Iy
Quy md Idp thich hop
ChSt lugng dpi ngS gidng vien
Giang vien co kien thiic sau va kinh nghiem
Giang vien tich cyc giang day hudng ve hpe vien
Phuong phap giang phii hgp timg mdn hgc
Phuong phap giang hpe nhom va ty hoc
Giang vien danh dii thdi gian de huong din/tu vin
Chdt lugng qudn ly lipc vu
Thdng bao kjp thdi qui che/ke ho^ch hoc
Tich cyc tao mpi thuan tien cho ngudi hoc
Giao tiep lich su, nhS nhiin vdi hoc vien
Dl dang lien lac qua dien tho?i/email
To chdc giao luu phat trien mli quan hf giira hoc vien
Chit lirgng ca s& vgt chSt
Dja diem hpe thugn tien khang trang
Trang thiet bi dky dii va hoat dpng tit
Thu vifn ngoai mang dap ung tit nhu ciu
Thu vifn tren mgng dap iing tot nhu ciu
Co sd ngan hang tifn ich
1 Noi giiJ \e day dii va an toan
j Nha vf sinh sach se
H? so tai nhan to
0,702 0,775 0,699 0,658 0.501
0,765 0,763 0,766 0,636 0,628
0.544 0.834 0.859 0.815 0,761
0,503 0,584 0,658 0,610 0,644 0,641
Phuong sai trich
%
37.48
9,422
7J06
5,136
Cronbach alpha
0,793
0,872
0,879
0,806
Trang 7Cac bien
Truyin thdng dgi chung
Dien dan, mang xS hpi
Trang web cua tmdng, khoa/vif n
Th3m vieng trudng
Truyen mieng
Ban b^, ngudi than noi tit
Ding nghiep, cip tren ndi tit
Thay co, ngudi di trudc tu vin
Su tin tudng cua ngu&i hgc
Tin khoa/vien thuc hien diing ldi hua
Tin khoa/vien mang l&i gia tri tot nhit
Cam tbSy yen tam khi hoc tai khoa/vien
Danh tieng td chuc
Uy tin ldn vl chit luong dao tao
Tmng thyc va dang tin cay
Dupc nhieu ngudi biet
Co tieng tam hon cac to chiic khac
Co danh tilng tdt
Ldng trung thdnh cua ngu&i IIQC
Tiep tuc hoc chuong tiinh cao hoc tai khoa/vien X
Khuyen ngudi than/ban be den hpe cao hoc d khoa/vien X
Ndi tdt vl khoa/vien dao tao X vdi ngudi khac
Chpn tmdng/khoa/vien X de hoc len cao
Tham gia boat dpng cuu hoc vien cua khoa/vien X
He so tai nhan to
0,695 0,789 0,842
0,701 0,844 0,806
0,912 0,937 0,923
0,884 0,782 0,898 0,860 0,873
0,688 0,880 0,880 0,808 0,710
Phuong sai trich
%
40,01
22,49
85,35
74,01
63,57
Cronbach alpha
0,684
0,706
0,914
0,912
0,850
4.2 Phdn tich tuffng quan
Phan lich tuong quan nham danh gia gia
tri phan bift giiia cac bien dde lap va bien phy
tbudc Tat ea be sd tuong quan luyft ddi giiia
cac biln dao dpng tir 0,171 din 0.727, nghTa la
khdng vupt qua he so dieu kifn 0,85 (John va
Benet-Martinez, 2000) chi ra rang gia tri phan
bift da ton lai giiia 2 bien Ndi each khac, eae
thang do trong nghien ciiu nay da do ludng
duge cac khai nifm nghien cuu khac nhau
tbudc (sy tin tudng, danh tieng tl chuc dao tao, long tiung thanh cua ngudi bpe) va cac bien ddc lap (cae thanh pbSn cua ehit lugng dich vu tmyen thdng dai chiing, tmyIn mifng,
su tin tudng, danh tieng to chiic dao tao) diu
cd y nghia thdng ke p<0,01, vi thi cac biln
ddc lap nay cd the dua vao md hinh dk giai
thich cho cac bien phu tbudc su tin ludng ddi vdi to chuc, danh tieng to chuc dao tao, va Idng tnmg thanh ciia ngudi hoc
Trang 8TAP CHi KHOA HOC TRUONG DAI HOC MO TP.HCM-SO 5 (38) 2014 1
4.3 Thdng ki mold
Tri ti-ung binh chung ciia cac khai nifm
nghien ciiu dupe md ta trong Hinh 2 Ndi bat
nhit la danh tilng Id chuc vdi tii trung binh la
5,69 Trong 4 ylu td tbudc chit lugng dich vu
dao tao thi co sd vat chit dugc ngudi hpe danh
gia thip nhit; trong do phat bieu '"Thu vien
ngodi mgng ddp img nhu cdu ngudi hgc'' duge
tan thanh d muc thap nhat (mean^,43) Trong
hai phuang lien luyen tmyen tbi ti-uyIn lh6ng dai cbiing cd tri tmng binh cao ban so vol tmyln mieng, the hifn vai tid lo Idn cua tiuyln thdng dai chung trong vife khoi ggi sy nh^ bill cua hgc vien ve chuong trinh dao tao cao hoc Tac ddng tmyen mifng lir ban be nguiri than rit manh so ydi lac ddng tii dltig nghiep/eip tien va tbay cd (mean=5,16 so voi 4,37 va 4,18)
Hinh 2 T h i n g ke mo ta cac biln nghien ciru
.5,69-Tmyen 5,69-Tmyen Chuang Dpi ngii Quan ly Ca sd
thdng thdng trinh dao giang hoc vu vat chat
d?i tmyen lao vien
chiing mieng
Sytin Danh Sylmng tudng tieng Id thanh chuc
4.4 KJem dinb cac gia thuyet ngbien CUTI nghien ciin, bin md binb hdi quy tuyln ti'nh
Dk kilm dinh mdi quan hf giira cae kbai ^"^^ P^^^ ^ ^ " ^^ ^^^ ^"^ ^^^^^ ^^^ hifn tiong
nifm nghien cim va ket luan mudi gia thuylt "^
Bang 3 Ket qua hdi qui tuyen tinh Bi^o
Pbv tbu9c 1 Doc lap
Moh
S\r tin tuong
doi vdi to
chuc
Heso Beta Gia tri t Muc;^
nghia inh 1: F= 155.984; Sip = 0.000: R" diln chinh - n 5m
- Chat luong chuong trinh dao tao
- Chat luong doi ngu giang vien
- Chat luong quan ly hoc vu
- Chat luons Co so vat chiit
0,161 0,285 0,133
4,597*
7,822*
4,250*
0,000 0,000 0,000
Gia thuyet
Hla Hlb Hlc
Kit luan
n
•a
3
3
Trang 9It
Mo hinh 2: F = S8,Q74- Sio = 0,000; R- rtiAii chmh = O.H^
Su tin tudng ddi
vdi td chuc
- Tmyen thong dai chung
- Thong tin tmyln mieng
0,138 0,304 3.908*
8,617*
0,000 0,000
Md hinh 3: F = 177 8^4- Si> = n 000; R- diln rliinti = 0415
Danh tieng cua t l
chuc
- Thong tin dai chung
- Thong tin tmyen mieng
- Su tin tudng
0,167 0,158 0,505
5,671*
5,173*
16.842*
0,000 0,000 0,000
Md hlnb 4: F = 596,769- Si> = 0,000; R- ^ilii r.hinh = 0 441
Ldng tmng thanh ciia
ngudi hpe
Danh ti6ng cua to chuc 0,665 24,429* 0,000
H2 H4
H3 H4 H6
H7
Chip nhan
Chip nhan
Gbi chii: *Mwc vnghYa thdng kep<0,01
Ket qua hdi quy kel luan ring tit ca cae
gia thuyet nghiSn cuu deu dupe chip nhan
Hgc vien danh gia ehit lugng djch vu (chuang
trinh dao tao, dpi ngu giang vien, quan ly bpe
vu va e a sd vat chat) eang cao hp cang tin
tudng vao to chiic dao tao Thdng tin dai
chung va tmyen mifng v l Id chiie ma bpe vien
nhan dugc cang tich cyc tbi sy tm tudng cua
hp ve td chiic do cang Idn Thong tin dai
chiing va tmyen mifng ve td chiic cang tich
cyc, danh tieng cua td cbiic cang cao Tuy
nhien, miic dp anb hudng cua truyen thdng dai
chiing den niem lin ngudi hpe tbap ban nhieu
so vdi tmyen mifng Nguac lai, vai trd eua
tmyen thdng dai chung trong tao dung danh
tieng td chirc bieu bien manh hon vai trd ciia
tmyen mieng Ngudi hgc cang tin tudng vao td
chuc dao tao, danh tieng ciia td chuc do cang
cao Danh tieng Id cbiic dao tao trong tam tri
hgc vien cang ldn, long tmng thanh eua hp ddi
vdi td chiic dao tao cang cao
4.5 Su khdc biit vi muc dp danh tiing
td chitc giita cdc Id chuc ddo tgo
Ket qua ki8m dinh ANOVA - Bonferroni Post Hoc tai Bang 4 xac nhan rang nhan thiic
ve muc dp danh tieng cua td chuc dao tao cd khac nhau giii'a ba nhdm hpe vien Khoa/vifn dao tao sau dai hoc cua Dai hpe Bach Khoa TP.HCM va Dai hoc Kinh Vl TP.HCM duge danh gia la ed danb tieng cao hon Dai hpe Md
TP HCM Dieu nay khang djnh be day lieh sii cua td chuc cd moi tuong quan thuan ehieu vdi danh tieng td chiic, cy the khoa dao tao sau dai hpe eua Trudng Dai hoc Md TP.HCM cd lieh
su phat trien non tre hon so vdi hai to chuc kia (13 nam so vdi 23 nam) Tuy nhien nilm tin ciia hoc vien Tmdng Dai hpe Md TP.HCM ddi vdi to chiic dao tao cao hem phan anh su lac quan cua nbdm hpe vien nay ve lien do hgc tap cua hp dua tren nhung dilu cam ket va thyc hien tieh eye cua Khoa va tu do Idng tmng thanh eua bp cung cao ban
Bang 4 K i t qua ANOVA
Bien do lirang
Su tin nrong
Cac to chuc dao tao DHMff
TP HCM (Gl)
n = 278
5,604
DH Kinh Te
TP HCM (G2)
11 = 366 5,248
DH Bach Khoa
TP HCM (G3)
n = 112 5.386
Khac bi§t trj trung binh
G1-G2*
MITC y
nghia
0,000
Trang 10Danh tilng ciia
to chuc
Long trung
thanh ciia ngudi
hpe
-'-5,479
5,691
!'•:'[ I
> • • • ' > ,
;i!?.|l'i''.''i
1
; • -i «' •
> i ( ' > * • • •
i.? •3.338^ ,
• - t - 1
""^'"1 " • ^mt , 4
d
".-^
J -S
•' - i _ ;
9 '
- '•' 1
•:ffl
''-mit?-633
• 1
S''
%«
G1-G3 (0.218) G2-G3 (-0 138) G1-G2*
(-0.296) G1-G3*
(-0.440) G2-G3 (-0.144) G1-G2*
(0.353) G3-G2*
(0.295) GI-G3 (0.058)
0.265
0.783
O.OOI
0.000
0.529
0.000
0.030
1.000
Ghi chii: * Khdc biit d mitc y nghia thong ice p<0,05 'im
5 K e t l u a n v a h a m y q u a n ly
Bai bao nay giup cac nha quan ly gian
tiep va tryc tiep cua khoa/vifn dao tao cao hpe
biSu dupe vai tid cua chat l u g n g dieh v u ,
truyen thdng chinb thuc v a phi chinh thuc
trong xay d y n g niem tin va danh tieng eua to
chiic dao tao D o n g thdi phat hien ra s u e i n
thiet va tam quan trpng ddi vdi to cbiic trong
v i e c thudng xuyen phat trien danb tilng vi
danb ti^ng t h u a n g hieu ddng vai tro tipng y l u
tiong ehien lupc canh tianh cua Id c h u c do
K i t qua nghien ciiu un§ bd cac ly thuyet
d u o n g thdi v e danh t i l n g to c h u c (Wartiek,
2 0 0 2 ; Vidaver-Cohen, 2 0 0 7 ) dupc hinh thanh
do tac nhan cua t m y e n thong dai chiing
(Kassim va cpng s y , 2 0 1 0 ) , do tinyin m i f n g
(Datta va cpng s y , 2 0 0 5 ) va do n i l m tin cua
ngudi sir dung djch vy (Rojas-Mendez va cpng
s y , 2 0 0 6 ) D d n g thdi, k h i n g dinh l i n n u a cae
thanh phan chinh ciia c h i t lupng dich v y giao
dye bae cao c o anh h u d n g d i n n i l m tin cua
ngudi hpe (Sultan va W o n g 2 0 1 0 ; H e l g e s e n
va N e s s e t , 2 0 0 7 ) v a nhan manh mdi quan hf
ciing ehieu giiia danh tieng td c h u c dao tao va
Idng t m n g thanh ciia ngudi hpe ma da dupc
cac nghien c u u t m d c d l cap (Bhattacharya va
Sen 2 0 0 3 ; Standifin, 2 0 0 5 ) K i t qua ngbien
ciiu nay dua ra nhung ham y quan Iy nhu sau:
5.1 Xdy dung danh tieng td chirc dao tgo bdng niem tin cua bgc vien qua trdi nghiem chdt lugng dich vu
• '"Chat iupng doi ngu giang vien dong gop
ldn nhat vao su tin tudng cua ngudi hoc Giang vien dong vai tro rat quan trona trong qua trinh chuyen giao dich vu the hien qua kien thirc va kinh nghiem ciia giang vien phuang phap giang da\ each tiep xuc va giai quyet van de trong hoc tap danh thdi gian giup dd va phan hoi thong tin den hpe vien Viec tuyen chpn giang vien giang da\ d bac cao hpe can luu y ca hai khia canh kien thiic va kinh nghiem thyc te cua giang vien vi ngudi di hoc la nhung ngudi dang di lam doi hoi chat lugny bai giang rat cao
• Co sd \at chat la thanh phin quan trpng thir hai gop phan tao nen niem tin vao to chuc bai \ i trong suy nghi ciia ngudi su dung nhung yeu to nay tao thanh Ipi ich hira h?n trong qua trinh chuyen giao dich
vu Yeu to ca sd \at chit duoc danh gia thap nhat trong bon thanh phan ciia chat luang dich \ u Hau het cac trudng co ca
sd \at chat han hep cu ky va chap va
m