TAP CHl KHOA HOC TRL/ONG DA
CO TIEN VAN CHl/A f)U: ^ CUA KHACH HANG TRONG
DJCH VU VA CA MOT NGHIEN CUtJ TRONG
ICM-SO 3 (42) 2015
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Ngay nhan bai: 11/02/2015 Ngay nh^n lEii: 13/05/2015 Ngay duyet dSng: 19/05/2015
TOM TAT
Trong mdt so ngdnh dich vu md su tham gic ""5 nnai thiet phdi sic diing them cdc ngudn luc phi tiin ti d- i^ung igo ra dich vu vdi nhd cung cdp. Nghien ciru ndy tim hieu dnh hirdng cda cdc hdnh vi tham gia cua khdch hdng den cdc dgng gid tri cdm nhdn ddi vdi dich vu trong bdi cdnh dich vu ddo tgo dgi hoc. Ket gud phdn tich dir liiu tic 320 sinh viin d Tp.HCM cho thdy Hdnh vi trdeh nhiem co dnh hu&ng tich circ den cd gid Iri qud ti-inh ldn gid tri ket qud. Trong khi do, Hdnh vi chia se thong tin chi co dnh huang ti'uc tiep den gid tri qud trinh. Them vdo do, gid tri qud trinh cd dnh hudng mgnh den gid tri ket qud. Tic ket qud ndy, cdc hdm y vi ly thuyit ddng tgo sinh gid tri dich vu vd hdm y dng dung dd duac thdo ludn.
Tu" khda: Su tham gia cua khdch hdng, chia se ihong lin, gid tri ket qud. gid tri qud trinh, hdnh vi trdeh nhiim.
ABSTRACT
In some services that customer participation is compulosry, customers have to contribute certain non-monetary resources to co-create the service with firm. This research investigates the impact of customer's participatory beha\>iors on two forms of customer perceived value in the context of higher education service. The analysis of data collected from 320 students in HCMC reveals that Responsible behavior has positive impact on both process value and outcome value.
while Information sharing has direct and positive impact on process value only. Additionally, process value has strong positive impact on outcome value. Based on these empirical results, theoretical and managerial implications have been discussed
Keywords: Customer participation, information sharing, process value, outcome value, responsible behavior.
\. Gidi thieu
Sir tham gia ciia khach hang (customer participation) vao qua trinh dich vu da dugc cac nha nghidn cuu va quan tri doanh nghiep chu y tir 40 nam qua (Lovelock & Young, 1979; Mills & Moberg, 1982; Bitner & ctg., 1997; Gronroos, 2008). Trong nhieu trudng
hgp, su tham gia nay khdng nhirng giup khach hang (KH) nhan dugc dich vu tdt han va hai Idng hem (Dabholkar, 1990; Xie & ctg.. 2008) ma con giiip doanh nghiep gia tang nang sudt (iVlills & Morris, 1986). Gan day, ciing vdi su phat trien ciia Iy thuyet trgng djch vu (Vargo &
Lusch, 2004), ydu td su tham gia cua KH vao 'Tmcrng D^i hoc Bach Khoa - Dai hoc quoc Gia TP HCM.
- PGS.TS. Tnrcmg Dal hoc Bach Khoa - Dai hoc Quoc Gia TP.HCM
/
KINHT^Harfst, J. (2006). A Practitione:
Regional Bureau for Eur lu trgng, va cac
" Khich su dung yeu Hazell, P. B., & R o s q ^ canh tranh tren thj unfinished revolidOJ-^ Chan & ctg., 2010).
IFAD. (2009). ^ ^^ \ih6ng phai giii vai trd progranif-'^^^ nhin nhan trudc day. ma cd iSng trong viec cimg tao ra dich vu Lakshmaqfng^jigp Q^Q^ nidm nay dac biet phii M vdi nhung nganh dich vu nhu giao due, L ^ ^ t u vdn...khi sy tham gia ciia KH la nhan
^-^bat bu6c dd dam bao gia tri dkix ra cua dich vu. Ho la ngudi chii dong tham gia vao qua trinh tuang tac, la ngudi thu hudng, ddng thdi la ngudi quyet dinh gia tri cua dich vu (Vargo
& Lusch, 2004).
Khi tham gia vao dich vu, ngoai tien bEic, KH phai bo ra nhung ngudn lire khac (phi tidn te) nhu thdi gian, cdng sire, quan he, v.v. de cd thd cirng tiiyc hidn dich vu va nhan dugc lgi ich cuoi ciing cua no. Tuy nhien, lugc khao ly thuydt cho thky cho tdi nay, da phin cac nghien cim vd su tham gia cua KH tap trung vao lgi ich kinh td mang Iai cho doanh nghiep (Bendapudi & Leone, 2003; Etgar, 2008). Cd rat it nghien cuu ve nhirng gia tri cu the ma sy tham gia cua KH mang den cho chinh hg (Mustak & ctg., 2013; Dong & ctg., 2014), ngoai trit mot vai nghien cuu ridng le va nhan manh vao mot vai loai gid tri vao mgt thdi didm nhSt dinh (Bendapudi & Leone, 2003;
Yen, 2005). Han niia, cae nghien cim trudc day tap trung nhieu vao gia tri dau ra (outcome value) ma chua chu trgng den gia tri qua trinh (process value) cung nhu moi quan he giiia hai loai gia trj nay khi KH tham gia vao qua trmh dich vu (Mustak & ctg., 2013). Do dd, mgt nghien curu ve hanh vi tham gia cua KH vao qua trinh dich vu va tac dong ciia sy tham gia do ddn cac loai gia tri khac nhau trong mgt bdi canh cu the la thyc sy can thiet va cd y nghTa.
Ve i>6i canh djch vu, nghien cu'u nay t^p trung vao dich vu dao tao dai hgc. Day la mdt loai dich vu dien hinh vd viec KH phai chii dpng tham gia vao qua trinh dich vu. Ndu KH (sinh vidn) khong c6 ging hgc tap, ho khdng thd nhan dugc tri thiie tir giang vien (Diaz-Mendez va Gummesson, 2012; Seiders & ctg., 2014).
Cu the, myc tieu ciia nghien cuu nay bao gdm (i) xac dinh tac dgng cua hai Ioai hanh vi tham gia cua KH ddn gia tri kdt qua va gia tri
qua trinh ma hg cam nhln dugc; (ii) xac dinh tac ddng cua gia tri qua trinh len gia tri kdt qua trong b6i canh dich vu dao tao dai hgc tai Viet Nam. Kdt qua nghien ciru khdng chi ddng gdp vao ly thuydt vd sy tham gia cua KH trong qua trinh dich vu, ma cdn cung cAp cho cac trudng dai hgc nhiing thdng tin cdn thiet de thidt ke chuang trinh dao tao phii hgp, khuyen khich tinh tich cyc, chu ddng cua sinh vidn nhSm giup hg dat dugc gia tri ddu ra cao nhdt, tir do ndng cao uy tin cua nha trudng.
2. Cff sfr ly thuyet
2.1. Khdi niem vi sif tham gia cua KH Sy tham gia ciia KH dugc dinh nghTa la nhiing hdnh vi cua KH cd lien quan den qua trinh tao sinh va sir dung dich vu (Auh va ctg., 2007;
Mustak va ctg., 2013). Cac harih vi nay xay ra trong pham vi tucmg tac tryc tidp giua hai phia trong qua trinh dich vu (Gronroos va Voima, 2013; Chen va Raab, 2014; Gallan va ctg., 2013). Dinh nghTa nay phii hgp vdi quai didm ddng tao sinh gia tri cua Vargo & Lusch (2004). Theo dd, KH tuang tac vdi nha cung cdp dich vu theo nhiing tinh hudng khac nhau, tii do tao ra Igi ich cho ea doanh nghiep va KH (Vivek & ctg., 2012). Ennew & Binks (1999) chi ra rang mgt trong nhiing dac tinh cua vide tham gia la KH ciing cd vai trd nhu mgt thaidi phdn trong qua trinh dich vy, ndn hp cd trach nhiem trong vide tao ndn sy thanh cdng cua dich vu. Ddi vdi nhiing dich vu ddi hdi muc dp tuang tac cao nhu dao tao, sy tham gia cua KH d muc do cao la yeu td bat budc (Seiders &
ctg., 2014). Sinh vidn phai la ngudi chii dpng trong vide hgc, giang vien chi Id ngudi ddn dat, hd trg, cung cdp tai lieu va giai dap thac mac.
2.2. Cdc logi hdnh vi iham gia ciia KH Tong quat, khi tham gia vdo qua trinh dich vu, cac hanh vi cua KH bao gdm tim kiem thong tin (information seeking), chia se thdng tin (information sharing), hanh vi trach nhidiu (responsible behavior) va tuang tac ca nhan (personal interaction) (Yi & Gong, 2013). Tuy nhien, trong pham vi nghidn ciiu ndy ve dich vu dao tao, chi cd hai Ioai dugc xem la quan trgng can dugc xem xet.
Tim kidm thdng tin: KH tim kidm th6ng tin de biet ro nhiing ydu cau vd dac diem cua dich vu, ciing nhu thoa mSn nhu cdu nhan thiic cua minh (Kellogg & ctg., 1997). Thdng
TAP CHl KHOA HOC TRLTONG DAI HOC MO TP.HCM - SO 3 (42) 2015
Ka:),
thudng, tim kidm thdng tin tap trung d giai doan tnrdc khi ridn hdnh qua trinh dich vu (Yi
& Gong, 2013). Trong dao tao dai hgc, vide tim kiem thdng tin cua sinh vidn didn ra khi ho dang ky chgn trudng dd thi tuydn. Cac thdng tin tim kidm cd thd bao gdm thdng tin vd trudng, dia didm, chuyen nganh. dpi ngu gidng vien v.v. Day la hdnh vi xay ra trudc qua trinh tuong tac true tiep trong mgt ldp hgc hay mdn hgc khi hgc tap t^i trudng. Do dd, ydu td nay khdng dugc xet ddn.
Chia se thdng tin: Dd qua trinh ddng tao sinh dich vy thanh cdng, KH phai cung cdp nhiing ngudn lyc thdng tin ciia minh (Lengnick-Hall, 1996). Thdng qua qua trinh chia se thdng tiii, KH cd thd ddm bao rSng phia cung se cung cdp dung dich vy ma minh cdn (Ennew & Binks, 1999). Cd thd ndi rdng, chia sd thdng tin la thdnh phan cdt loi trong hanh vi tham gia cua KH, bdi vi neu khdng cd sy chia se thdng tin hoac thdng tin khdng chi'nh xac, kdt qua ciia dich vy se khdng dat dugc nhu mong dgi (Yi & Gong, 2013). Trong dao tao dai hgc, viec chia se thdng tin diln ra chu yeu giiia sinh vidn vdi giang vidn. Cac thdng tin chia sd tir phia sinh vien bao gdm cam nhan ve mdn hgc, bai giang, nhirng gdp y de bai giang tdt han hoac ciing cd the nhd gidng vidn tu van cac van dd lien quan tdi dinh hudng nghe nghidp... Nhd cd sy chia se thdng tin. khoang each giiia giang vien vd sinh vidn dugc rut n g i n lai va vide hgc tap thuan lgi, thu hut sinh vidn han.
Hanh vi trach nhidm: Hanh vi trach nhiem la nhung hoat ddng KH cdn thuc hidn, phoi hgp vdi nha cung cap khi tao sinh va sir dung dich vu (Yi & Gong, 2013). Hanh vi ndy xay ra khi KH nhdn thiic trach nhiem ciia minh nhu la mot phan cua qua trinh dich vy (Ennew va Binks, 1999).
Trong dao tao dai hgc, hdnh vi trach nhiem ciia ngudi hgc bao gdm vide ddn tham du gid giang tai ldp, nghidm tuc thyc hien cac yeu cau mdn hgc tir phia giang vien, dgc tai lieu dugc yeu cau, phoi hgp vdi giang vien trong qua trinh thuc hanh, thyc hidn cac bai tap do giang vien chi dinh, tham gia bai t^p nhom, v.v.
Tuong tac ca nlian: Tuang tac ca nhan chi mdi quan he giiia KH va nhan vien (Yi &
Gong, 2013). Sy tuong tac nay bao gdm tac phong nha nhan (courtesy), than thien va tdn
trpng (Kelley & ctg.. 1990). Trong ddo tao dai hpc, mdi quan he giij'a giang vien va sinh vien phdn Idn la "mpt chidu" (Vertical relationship), gidng quan he giua nhan vidn cap dudi va quan ly (employees and managers) (Lengnick- Hall, 1997). Le phep va tdn trgng giang vien la phdm chdt dao dire cdn cd ciia mdi sinh vidn Viet Nam. Day dugc xem la truyen thdng tot dep cua dan tdc va dieu nay da dugc Te (1998) chi ra trong nghien ciru ciia minh trong bdi canh gido due Viet Nam. Do vay, yeu to tuong tac cd nhan nay xem nhu Iudn hien didn va se khong dugc xet den n-ong nghien cun nay.
Nhu vdy, nghien ciru nay sir dung hai thanh phan ciia khai niem hanh vi tham gia cua KH dugc xem la phii hgp vdi boi canh dao tao dai hpc VN; do la chia se thdng tin va hanh vi trach nhiem. Nhiing hanh vi nay cho phep nha trudng va sinh vien hieu dugc nang luc, nhu cdu va nhung dieu kien can thiet khac dd kdt hgp cac nguon lyc phii hgp, tir do tang hidu qua chuang trinh giang day (Gummesson &
Mele, 2010)
2.3. Gid tri cdm nhgn cua khdch hang Gia tri cam nhan dugc dinh nghTa la su danh gid tong the cua KH \ e tien ich ciia mdt san phdm hay dich xu dua vao so sanh cua hp giiia nhirng gi nhan dugc (gets) va nhiing gi phai bd ra (gives) (Zeithaml. 1988). Day la dinh nghTa dugc sir dyng rpng rai nhat khi ndi
\ e gia tri djch \ u . Gronroos (2008) bd sung dinh nghTa ve gia tri cam nhan bang viec nhan manh yeu to trai nghiem (experience) ciia KH trong qua trinh dich vu. Nghien cu'u nay thii'a nhan nguyen ly "gets" va "gives" ciia Zeithaml (1988), dong thdi nlian manh vao trai nghidm ciia KH khi su dung dich vu. Theo Babin va Harris (2009), "gets'' bao gdm cac lgi ich vd kinh te, chat lugng, tien lgi, kinh nghiem, uy tin, quan he xa hdi, v.v. con "gives" bao gdm thdi gian. tidn bac. hidu biet, cam xuc, co hdi, v.v. Vdi mpt sinh vien, khi tham gia vdo qua trinh hpc tap tai trudng dai hpc, "gets" bao gdm kien thuc chuydn mdn tich luy dugc. mdi quan he vdi ban be, giang vien, bdng cap, cac ky nang mem hinh thanh trong qua trinh hoc tap.,, con "gives" gom thdi gian, tidn bac, cong sue. CO hpi.,.
Dya trdn each phan loai cac khai nidm da hudng ciia Jarvis & ctg. (2003), Hau & Thuy
KINHTf
(2011) da dd nghi hai thdnh phan ciia gia tri cam nhfin la gia tri qua trinh (process value) va gid tri kdt qud (outcome value). Gia tri ket qua lien quan ddn nhirng lgi ich cd dugc sau khi sir dung dich vy, cdn gia tri qua trinh lien quan ddn nhiing trai nghiem tich cyc md KH cam nhdn dugc trong vai trd ngudi ddng tao sinh dich vu. Vdi mdi thanh phdn, nguydn tic danh ddi (gets-gives) cua Zeithaml (1988) vdn dugc dp dung.
3. Mo hinh nghien ciru vd gid thuyet Md hinh nghien cuu dugc trinh bay trong Hinh 1. Theo do, hai hanh vi tham gia dugc gia thuyet la eo tac ddng tich cyc len hai loai gia tri cam nhdn cua KH. Tiep do, gia tri qua trinh ciing dugc gia thuyet la cd tac ddng tich cyc Idn gia tri kdt qua.
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3.L Sir tham gia cua KHvd gid tri qtid trinh Voi nhimg dich vu nhu dao tao, gia tri qua trinh dugc mang Iai tir nhirng cam giac tdt hon cho KH trong qud trinh trai nghiem dich vu (Heinonen & ctg., 2013; Lengnick-Hall, 1996). Tac dong cua su tham gia cila KH len gia trj qua trinh dugc thj Men thong qua vice gia tang gia tri ngi tai (intrinsic value - vi du nhu dugc tan huong, hgc hoi, tam ly thoai mai) hoac gia tri ngoai bieu (extrinsic value - nhu tang cuong cac m6i quan he xa hgi, hoa d6ng cimg tap the, dugc sir cong nhan cua xa hgi, V.V.). Nhflng gia trj ngi t^i va ngoai higu nSu tren co dugc tir nhiing trai nghiem khi KH true ti8p tham gia djch vu (Helkkula & ctg., 2012; Holbrook, 2005). Payne va ctg. (2008) da chi ra rang trong nhiSu trudng hgp, diiu ma KH chu trgng chinh la nhitag trai nghiem ma hg CO dugc khi tham gia vio qua trinh dich vu, chil khong phai la kit qua cu6i ciing sau khi sii dung djch vu.
Tuong tac trong qua trinh djch vu giup gia tang nhimg lgi ich ngi tai. KH cam thSy thich thu nhu dang dugc thuong thiic (enjoyment) mgt djch vu yeu thich, cam thSy tu tin hon khi giao tiip, hoac co duoc tam
trang thoai mai trong suot qua trinh tham gia djch vu. Ban than KH khi nghT ring minh dang thugng thirc mgt djch vu se dong nghta vol viec KH cam thay vui ve vai chi'nh dich vu do (Babin & ctg., 1994; Etgar, 2008). Nhiing trai nghiem co dugc trong qua trinh hgc tap ciina gop phSn quan trgng vao viSc tang ky nang giao tiep cua sinh viSn. Hg co tiie dua ra nhiing gop y v6i giang vien d i bai giang phong phu hon hay lam viec nhom di tang ky nang lam viec dong dgi, h6 trg nhau trong qua trinh hgc tap. Dieu nay giup sinh vien cam thay hiing thii va mong muon dugc chu dpng tham gia vao qua trinh hgc tap. Nhu vay. gia trj qua trinh tit su tham gia ciia KH thi hien qua viec gia tang cam nh^n tir ngi tai ben trong cua KH. Qua do tao cho KH cam giac dang hoa minh vao djch vu la diiu cSn thiit trong qua trinh ding tao sinh gia tri (Yim & ctg 2012).
Gia trj qua trinh con t h i hifn qua viec gia tang nhiing gia trj ngoai biiu ciia KH nhir tang cuong cac m i i quan he xi hgi, dugc nhin nhan, danh gia tit mgi nguoi xung quanh. hoa ding cung cac thanh vien khac trong cong dong, t i chile. Tuong tac giua KH va nhan vien trong suit qua trinh KH tham gia \ ao qua trinh djch vu giiip tang cuong mdi quan he (Mustak & ctg., 2013; Lovelock & Young.
1979; Kelley & ctg., 1990) ding thoi cflng tao CO hgi de nang cao hiiu biit cho ca hai ben (Fleming & ctg., 2005). Thong qua chia se thong tin giua sinh vien va giang vien. khoang each giila hai ben dugc rut ngin, sinh vien co the chil dgng trao doi vdi giang vien. giang vien til' dd cung biit dugc nang luc sinh vien cua minh. Vi vay, chia se thong tin ciing nhu thyc hien t i t hanh vi trach nhiem trong qua trinh hgc tap tai ldp, khi tham gia lam viec nhdm va cac boat dgng hgc tap khac se giup sinh vien nhan dugc su danh gia t i t tir phia giang vien hay su ton trgng, quy min cua ban be, nlid dd lam tang gia trj qua trinh thdng qua gia trj ngoai biiu cua hg. Diiu nay ciing phii hgp vdi djnh huctng giang day theo phuong phap ligc
% h'ch cue dugc nhiiu trudng dai hgc ap dung hien nay. Do do, gia thuyit dat ra la:
HI: Chia se thdng tin cd tdc dgng tich cue den cdm nhgn ve gla tri qud trtnh ciui sinh vten ihanio
TAP CHi KHOA HOC TRUONG OAI HOC MO TP.HCM - SO 3 (42) 2015 55
^**
H2: Hdnh vi trdeh nhiem co tdc dong tich cue den cdm nhgn ve gid tri qud trinh ciia sinh vien.
3.2. Sit tham gia (Ma KHvd gid tli ket qud Tron^ ITnh vuc dao tao, gia tri kdt qud chinh la kidn thuc tich liJy, nang lyc, su hidu bidt cua sinh vien. Kdt qua hgc tap sau cung la sy cdng nhan cho cd qua trinh no lyc thu nhdn kidn thuc cua mdi sinh vidn. Kidn thuc, ky nang tich lily dugc trong sudt qua trinh hgc tap se giup sinh vidn cd dugc viec lam phii hgp vdi kha nang vd mong mudn cua minh.
Vd mdt ly thuydt tdng quat, khi tham gia vao qua trinh dich vu, KH phai ddng gdp nhirng ngudn lyc cua bdn than dd dam bao dong tao sinh dich vu thdnh cdng (Vargo &
Lusch, 2004). Mdt trong nhiing hanh vi tham gia quan trong la chia se (ngudn luc) thong tin.
Chia se thdng tin cua KH giup cho nhdn vidn hidu diing nhu cau ciing nhu thi hidu cua KH.
Day Id each thuc tdt nhdt dd hai ben cimg tao ra gia tri (Payne & ctg., 2008; Jaakkola &
Alexander, 2014). Do do, thdng tin KH chia se cdng chi tiet, doanh nghidp cdng cd nhieu co hdi phuc vu tdt han. Nhiing ydu cau cua KH la c a sd de doanh nghiep tao ra nhiJng djch vu phu hgp vdi timg ddi tugng KH (customize).
Nhd dd, gia tri ket qua cho KH se tang len (Auh & ctg., 2007; Chan & ctg., 2010). Hon nOa, thdng tin ma KH chia se cd the lien quan den gia tri ca nhan cua mdi ngudi. Day la nhiing tieu chuan ma ca nhan dd diing de danh gia dich vu (Lages & Femandes, 2005). Khi dd, n i m bit dugc thdng tin chia se ciing la each nhan bidt gia tri ca nhan ciia KH. tir do giup doanh nghiep cung cap dich vu phii hgp vdi timg ngudi vd lam tang gia tri cam nhan cua ket qud.
Khdng ciii chia se thong tin, KH con the hidn hdnh vi trach nhidm cCia minh nhu la mot ydu td b i t budc. De tao ra gia tri ciing vdi nhirng nhdn vidn, KH phai phoi hgp, tim hieu nhihig hudng ddn, luat le va tuan theo su hudng ddn tu phia nhan vien cdng ty (Bettencourt, 1997). Ddi vdi nha cung cap dich vu nhihig yeu cau ve vai trd cua KH dugc mo ta rd vd each thuc su dung hoac each thirc tham gia vao qua trinh. KH nhan thuc vai trd cua minh va ldm theo nhirng hudng dan khdng nhung giup cho viec cung cap dich vy cua j ^ ^ ^ ^ ^ \iiiu L^iu ^^ jjiij^ 5 ^ y
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doanh nghidp thuan Igi, ma con co tac ddng tich cyc den gia tri ma KH cam nhan dugc.
Vdi viec chii dgng dong gop ngudn luc ban than, KH se nhan dugc nhirng lgi ich nhu giam gia hoae chi^t khdu. Nhung Igi ich ma KH nhan dugc la su ghi nhdn. danh gia cao ciia doanh nghiep tir sy chii ddng hgp tac va nhd do KH cam nhdn dich vu dat gia tri kdt qua tdt hon (Auh & ctg., 2007). Ciing vdi quan didm trdn, Chan & ctg. (2010) va Jaakkola &
Alexander (2014) ly giai ring vdi vide chu ddng ddng gdp nhirng nguon lyc cua minh, KH tryc tidp tham gia vao qua trinh cung cdp dich vu, cd nhieu co hpi lya chgn va tuong tuong tdc vdi nha cung cap dich vu. Ndi each khde, khi y thtic dugc vai trd cua minh trong qua trinh dich vu. chu dpng ket hgp nhirng ngudn lyc ca nhan va cua doanh nghidp. gid tri ket qua dat dugc se tang len cho ca hai ben (Jaakkola & Alexander, 2014). Han nCra, chia se thdng tin va thyc hien hanh vi trach nhiem ddng nghia vdi vide KH chii dpng kiem soat qua trinh cung cap dich vu (Lengnick-Hall, 1996; Prahalad va Ramaswamy, 2004), nhd do giam thieu dugc nliiing riii ro co lien quan nhu rui ro tai chinh hoac rui ro nhan dugc dich vu khdng nhu mong dgi (Chan & ctg., 2010;
Etgar, 2008) va tir do tao ra gia tri cao nhdt cho ban than (Bagozzi va Dholakia. 2006). Do vay, hai gia thuyet sau dugc hinh thanh:
H3: Chia se ihong tin cd tdc dong tich cue den cdm nhdn ve gid tri kit qud cua sinh vien.
H4: Hdnh vi irdch nhiem cd tdc ddng tich arc den cdm nhdn ve gid tri kit qud ciia sinh vien.
3.3. Gid tri qud trinh vd gid tri kh qud Thong qua qua trinh tuang tac giu'a hai phia. KH co ca hgi nang cao ky nang ciia ban than (Lengnick-Hall, 1996), kidm soat dugc qua trinh dong tao sinh gid tri vdi vai tro chii dgng (Lengnick-Hall, 1996; Prahalad &
Ramaswamy, 2004). Tham gia vao qua trinh djch vu giup KH tang cudng nhan thirc va ky nang su dung djch vu (Mustak & ctg., 2013).
Vdi nhung gi thu thap, tich luy dugc (gid tri qua trinh), KH co nhi^u thdng tin ban de dua ra nhung quyet dinh chinh xac, phii hgp vdi mong mudn cua minh, va tir do giiip gia tang gia tri ket qua (Bagozzi & Dholakia, 2006).
KINH TE
Diiu nay cang dugc thi hien ro trong ITnh vuc dao tao dai hgc, bdi thdi gian tham gia vao qua trinh dich vu dao tao cua sinh vien la rit dai (4-5 nam). Khi dd, nhimg kinh nghiem, thdng tin, ky nang tich luy dugc tit viec hgc tap cac mdn hgc trudc do cd tac dgiig din kit qua cua cac mdn hgc ke tiep va cudi ciing la kit qua tit nghiep cua sinh vien. Chinh vi thi, gia thuyit sau dugc hinh thanh:
H5: Gid tri qud trinh cd tdc dong lich cue din gid tri kit qud ciia sinh vien.
4. Phu-ong phap
Md hinh va cac gia thuyet dugc kiem dinh theo phuong phap dinh lugng vdi co mau ldn. DO lieu dugc thu thap tai 4 trudng d TP.HCM, gdm 2 trudng cdng lap la DH Bach Khoa va Hgc vien Cong Nghe Buu Chinh Viln Thdng co sd TP.HCM, va 2 ttudng ngoai cong lap la DH Cong Nghe Sai Gdn va DH Nguyin Tit Thanh. D6i tugng khao sat la sinh vien i%i hgc cac khda. Bang cau hdi dugc phat true tiip tji cac ldp hgc theo phuong phap lay mlu phi xac suit (dinh miic - Quota). Viec lay mlu phi xac suit nay dua tren phuong phap luan bac bd ly thuyit (theoretical falsification) cua Kari Popper. Theo dd, chi ddi hdi ddi tugng tham gia vao miu nghien ciru dugc lua chgn sao cho miu khao sat diim bao phuong sai dil ldn di test gia thuyit xem cd bj bac bd hay khdng. Ndi each khac, viec test cac gia thuyit nhim hudng tdi viec khai quat hda quan he nhan qua, chir khdng phai de khai quat hda cac kit qua thing ke ve quan he nhan qua (Calder et al., 1981, p. 200).
Nhu dugc trinh bay Uong Bang 1, thang
Jo cho khai ni^m hanh vi tham gia ciia KH gim 8 biin cho 2 thanh to chia se thong tin va hdnh vl trach nhiem, dugc ki thira tir Yi & Gong (2013). Thang do gia trj cam nhan gdm 8 biin cho 2 thanh td ffd tri kit qud va gid tri qud trinh dugc sii dung dua vao Hau &Thuy (2011).
5. Kit qua
Miu dir lieu dugc thu thap tir 320 sinh vien. Trong dd nO chiim 54.1% va nam chiim 45.9%, vdi thdi gian theo hgc tai tnrdng tit 1 - 5 nam. Trong dd, phan ddng la sinh vien nam 3 (44.4%), ki din la sinh vien nim 2 (29.4%) va sinh vien nam 4 (21.9%) vdi hai khdi nganh kinh ti/quan ly (50%) va ky thu»t (50%).
S.l. Bdnh gid va ggn lpc thang do Cac thang do dugc danh gia so bd bang phan tich nhan to kham pha EFA va do tin cjy Cronbach's alpha. Sau khi lo?i 1 biin (do chia se thong tm) do he sd tai thip, cac biin quan sat dat yeu ciu dugc tiep ttic dua vao kiem dinh chinh thiic vdi CFA tren phin mira AMOS. Theo do, bin thang do don hudng vcri 15 biin dugc udc lugng CFA. Ket qua cho thiy cac biin quan sat cd gia tri skewness tit - 0.901 din -0.195 va Kurtosis tti -.237 din 1.127 nen dugc xem la khdng vi pham dang kl vi phan phoi chuin (Kline, 1998). Sau khi loai tiip 3 biin (do hanh vi trach nhiem, gia tri qua trtnh va gia trj kit qua) do cd tuong quan cao giiia cac sai sd (error covaried), udc lugng ML (Maximum likelihood) cho kit qua nhu sau:
Chi-square = 75.23; d ^ 48; p=0.000; GFI - 0.964, CFI=0.985, TLI= 0.980 va RMSEA = 0.042. Do vay, md hinh thang do phii hgp vdi dir lieu thuc te.
Bang 1. Ket qua danh gia thang do
Khai niem va bien quan sat Hanh vi trach nhiem CR=0.80 AVE=0.5S Tgi lap hoc. toi nghiem tuc thuc hien cdc yeu cdu do GV mon X neu ra Toi nghl minh da hgp tac rat tot vol GV mon X
Toi CO y thuc lam cho viec giang day cua GV mdn X hieu qua hon
Sau cac budi hoc. toi nghiem tuc thuc hien cac yeu cdu bai lam d nha cua GV mon X Chia se thong tin CR= 0.78 AVE=0.54
Khi gap piidi nhimg vdn de cd nhdn dnh huong ldn den viec hoc (benh, viec gia dinh. cdc tru&ng hop dot xual...), loi tlmong trinh bdy vdi GVmon X
He s6 tai chuan hoa
Logi bo 0.706 0.819 0.695
Loai bo
Sovijitieiii'?
TAP CHl KHOA HOC TRLTONG DAI HOC MO TP.HCM - SO 3 (42) 2015
Khai ni?m va bien quan sat Tdi chu dgng cho GV mdn X bidt khi tdi khdng hidu bai giang
Tdi hdi true tiep (hoac email) vdi GV mon X ve nhiJng vdn de lien quan tdi viec hpc Khi thdy can thidt, toi dua ra cac dd nghj vdi GV dd viec hoc mon X tot hem Gia tri kit qua CR=0.85 AVE=0.65 So vdi tien bac, thdi gian va cdng sire da bo ra...
• ••Tdi CO dir^c kien thde xiing ddng tic viic theo hgc mon X .. .Kien thirc ma tdi nhdn dugc tit viec hoc mdn X co gia tri cao .. .Kdt qua hpc mdn X cho tdi lgi ich md tdi mong mudn ...Qua mdn X. toi hpc dugc nhiSukiSn thirc rdt hun ich Gia trj qua trinh CR= 0.88 AVE = 0.70 So vdi tien bac, thdi gian va cong sue da bo ra...
.. .Tdi cdm thdy vui ve trong qua trinh hpc mdn X .. .Tdi CO nhirng Uai nghidm thii vi khi hpc mon X ...Hpc mdn X giiip tdi cam thdy tu tin hon trong qua trinh hoc
...HQC mdn Xgiiip tdi cdm thdy plidn khdi hon trong ligc tdp cac mon tiip theo
He so tai chuan hoa 0.744 0.705 0.758
Logibo 0.828 0.754 0.841
0.867 0.893 0.749 Logi bo
Ml)
Do tin cdy tdng hgp CR dao dpng tir ddngtir 0.54 den 0.70 nen thang do dat gia tri 0.78 d^n 0.88 nen cac thang do dat dp tin cay. hdi tu. Gia tri AVE ciia cac thang do ldn ban He sd tai chuan hda (standardized loadings) binh phuang he so tuang quan giu-a cac khai ciia cac bi^n tir 0.70 din 0.89 (Bang 1); va niem tuang irng nen cac thang do dat dp gia tri phucmg sai trich ciia cdc thang do (AVE) dao phdn biet (Bang 2).
Bang 2. Do gia tri phan biet cua cac thang do
Hanh vi trach nhiem Chia se thong tin Gia tri kit qua Gia tri qua trinh
Hanh vi trach nhiem 0.55 0.393 0.343 0.271
Chiase thong tin
0.54 0.257 0.288
Gia tri ket qua
0.65 0.551
Gia tri qua trinh
0.70 Ghi chu: Gid tri phia ^^^d' dudng cheo tlie hien binli phieang he so tuang quan giiea cdc khdi niem, cdn gid tri ngay tren dudng clieo Id gid in phuang sai trich A VE-
5.2. Kiim dinh mo hinh cdu trdc Chi-quare/di^l.57; GFI-0.964; CFl-^.985;
Md hinh cdu triic dugc udc lugng theo TTI=0.980 va RMSEAK).042. Nhu vay, md liinh phuang phap ML. Cac chi sd phu hgp ciia md cau tnic phii hgp vdi du lieu thuc t^.
hinh nhu sau: Chi-squarB=75.23; df=48; p=0.000;
KINH Tf
Bang 3. He s6 irdc lu'gng chuan hoa
Gia thuyet
HI H2 H3 H4 H5
Quan he
Chiase thong tin Hanh vi trach nhiem Chia se thong tin Hanh vi trach nhiem Gia tri qua trinh
~>
^
^ ->
->
Gia tri qua trinh Gia tri qua trinh Gia tri kk qua Gia trj ket qua Gia tri ket qua
Udc luong chuan hoa 0,35 0 30 0.02 0 26 0.59
P
0,003 0.0 il 0,867 0.004 0.002
Ket qua kiem dinh gia thuyet Chap nhan Chap nhan Bac bo Chap nhan Chap nhan
Ket qud thong ke d Bang 3 cho thay cdc gia thuyet H I , H2, H4, H5 dugc ung hp, cdn H3 bi bde bo vdi muc p<0.05. Theo do, chia se thong tin tac dgng tich cue den gid tri qua trinh (P^O.35; p-0.003) va khong eo tac ddng true ti6p d6n gid tri kk qua (P=0.02; p=0.867).
Hanh vi trach nhiem tdc dpng tich cue dfin cd gia tri qua trinh lln gid tri k^t qud vdi he sd P ldn lugt la 0.30 (p-0.011) va 0.26 (p=o!o04).
Cudi cimg, gid tri qua trinli co tac dpng manh den.gia tri kk qud vdi he s6 p=0.59 (p=0.002).
6. Thao luan va ket luan Hdm y ve mgt ly thufit
Vdi k8t qua tim thdy, nghien euu nay cung cdp nhflng cu lieu cu thd \t vai trd cua hai loai hdnh vi tham gia ciia KH vao qua trinh thuc hien dich vu de ciing tao ra gia tri. Vdi bdi canh cua ngdnh dich vu ma sir tham gia cua khach hang Id bdt bupc nhu dich vu dao tao, nghien cim nay cho thdy viec KH can phai bd ra th6m cac ngudn luc khac ngoai tien nhu viec chil dgng phdi hgp, chia se thdng tin vdi nha eung cdp la di^u cdn thigt. Ddy la tign dk khdng thg thigu de hg cd thg nhdn dugc lgi ich day du, chinh xdc tir cac nhd cung cdp dich vu.
Noi chinh xac han, nha cung cdp djch vu chi ddng vai trd tao cdc digu kien tdt nhdt (value facilitator) dg KH tao sinh gid tri djch vu (value creator). Ddy chinh la tinh thin cdt loi cua quan diem marketing trgng dich vu (S-D logic) mdi ndi len gdn ddy (Vargo & Lusch 2004; Gronroos, 2008).
Kgt qua nghien ciru eho thdy cac thanh td cua hanh vi tham gia (g6m chia se thong tin va hanh vi trach nhiem) co tac ddng tich cue den gia tri cdm nhdn cua KH (bao gOm gia tri
qua trinh vd gia tri ket qua) theo each true tilp hoac gian tiep. hoac ca hai. Them vao do, voi trudng hgp cua djch vu dao tao la loai dich vu ma qua trinh thuc hien tuang doi dai. kgt qua cdn cho thay vai tro rat quan trgng ciia gia tri qua trinh. Ngoai viec tu than no la mpt loai gia tri cho KH (gia tri ngi tai va gia tri ngoai bieu).
gia tri qua trinh con gop phan quan trong tao nen gia tri ket qua cuoi cimg trong dao lao.
Dieu nay hoan toan tuang ung vdi gpi y mai day cua Mustak & ctg. (2013) vg moi quan he giua gid tri qua trinh va gia tri ket qua.
Dir lieu nghign ciiu con cho tha>' hanh vi trach_ nhiem ciia KH cd anh hudng den ca gia tri ket qua va gia tri qua trinh. rigng hanh vi chia se thdng tin chi co (ac dpng dgn gia tri qua trinh. Nhu vay. tir gdc nhin marketing djch vy, nghien ciru nay mpt lan nila khang djnii rang trong dao tao. hpc vien la trung tam ciia toan bg qua irinh. Su tham gia tich cue va tii giac cua hp khdng chi mang lai gia tri cu6i cimg cho ban tlian hp. ma con cho doanli nghiep, nhu cac nghign ciru trudc da chi ra.
Mat khde, can luu y la kgt qua thuc nghiem cho thdy viec hoc vien chia se thong tin voi gidng vign trong qua trinh hoc khong co anh hudng tryc tiep den gia tri kgt qua (gia thuyet HI bj bde bo) khong cd nghta la hanh vi tham gia nay la vd nghTa vdi dich vu dao tao. Thuc ra, viec chia se thong lin giua hgc vien va giang vien sc giiip cho qua trinh tuong tac va phdi hgp nguon luc ciia hai phia duoc toi uu ban (Gummesson & Mele. 2012). chang han nhu giiip giang vien higu dugc dieu kien hpc tap va muc dp hieu bai ciia hpc vien, \'a dieu chinh each giang da}' hgp ly hon. giup cho qua
TAP CHf KHOA HOC TRU'ONG DAI HOC MO TP.HCM - S 6 3 (42) 2015 59
trinh hgc tap cua hgc vien hieu qua ban. chu ban thdn viec (thay dieu chinh bang chia se) do khdng mang d i n kign thuc tdt hem trong ket qua ddu ra cudi ciing (outcome value).
Hdm y quan tri d6i v&i ngdnh ddo tgo dgi hgc:
Ve phia sinh vien (khach hang), nghien cuu da chi ra sy tac ddng tir viec tich cyc chu dgng tham gia hgc tap den kgt qua dau ra va sy tac ddng ciia gia tri qua trinh len gia tri kgt qua. Vi vay, sinh vien trong qua trinh hgc tap, neu mudn dat dugc ket qua nhu mong dgi thi viec tich cyc, sieng nang hgc tap va phdi hgp tdt vdi gidng vign Id dieu cdn thiet. Trong qua trinh bgc tap, ngodi tuan thii cdc yeu cdu ma giang vien neu ra, sinh vien cdn phat huy tinh chu ddng: manh dan dat cdu hdi, san sang neu len y kien ciia minh nham giup cho qud trinh tuong tac giita gidng vien va sinh vien thuan lgi, giang vien biet dugc miic do hieu bai cua sinh vien va cd nhung dieu chinh thich hgp.
Ve phia nha trudng/ngudi day, cdn quan niem ro rang va nhat quan ve vai trd ciia ngudi thdy Id hudng ddn vd tao dieu kien de sinh vien hgc tap, khdng phdi dan gian la ngudi "ban giao" kien thuc. Thdy can phai dat muc tieu va bigt each lam cho trd tham gia vdo qua trinh hgc tap va cam nhdn gia tri cua qud trinh nay Nghien cuu ndy duac tdi trg bdi Dai hoc Quoc
mdt each tdt nhdt. vi no cung Id mot tien dg ca ban cho gia tri kit qua cudi ciing. Cdn quan niem qua trinh dao tao 4-5 nam d trudng nhu la mdt lign kgt chign lugc (strategic alliance) giua thdy va trd. Trong dd, sy no lyc dung each cua ca hai phia la hgt sue can thigt. Su thanh c6ng cita trd cung chinh la sy thanh cdng cua thay va nguge lai.
Nghien cuu nay da dua ra dugc nhung ket qua cd y nghia. Tuy vay, ciing khdng tranh khdi nhung han chg nhat dinh. Thir nhat Id kha nang khdi quat hda kgt qud tim thay. Nghien cim chi dya tren mdt nganh djch vu dao tao vdi nhtmg dac thii rigng ciia no, trong khi ban chat cua cdc loai dich vu la rdt da dang. Vi vay, cdn co nhung nghign cuu md rpng trgn cac loai dich vu khac dg co dugc ket ludn tdng quat han. Thir hai, ygu td gia tri van hda va gid tri ca nhan trong quan he giita ngudi hgc (khach hang) va ngudi day (nha cung cap dich vu) cung la mgt van dg co the dugc xem xet trong cac nghien cuu tigp theo. Cuoi ciing, cac nghign cuu tigp theo ciing co thg kham pha cac yeu to tao ddng luc cho sy tham gia tich cyc va tu nguygn ciia KH, ciing nhu cac yeu td nguon lyc can co ciia KH dg cho qua trinh tham gia vdo dich vu la cd hieu qua cao.
gia TP. HCM Irong khuon kho di ldi B201-1-20-02
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