SCIENCE a. TECHNOLOGY DEVELOPMENT, Vol 19. No 0 2 - 2016
Vai tro cua dinh huong dich vu cua tp chuc doi vdi hanh vi cua nhan vien true tilp va sir tham gia cua khaeh hang - Mot nghien cuu trong nganh djch vu dao tao ngdn han
• Nguyen Van Tuan
• Le Nguyen Hau
Trudng Dai hpc Bieh Khoa, DHQG HCM - £moi7. [email protected]
(Bdi nhdn ngdy 3 ihdng 8 ndm 2015. hodn chinh sua chila ngdy 6 Ihdng 10 ndm 2015)
T6M TAT
Nghiin ciiu ndy lim hiiu dnh hirdng cua Djnh hu&ng dieh vy. mpl nguyin ly hogt dpng dg Id ehue. ddi v&i hdnh vi cua hai ihdnh Id chinh eug djch vy Id nhdn vien true liip va khdch hdng trong qud Irinh ddng Ipo sinh gid trj dich vy ddo tgo ngdn hgn. Mdu khdo sit gdm 220 gidng vien gidng dgy cde khda ngin hgn tgi 46 Id ehic dao tgo Ipi TP. HCM. Phdn lich SEM
TH khda: Dinh hu&ng dieh vy cua Id chUc, Hdnh khich hdng eua nhdn vien. Djch vv ddo tgo ngdn hgn.
I.CldlTHI$U
Trong ITnh vyc djch vy, nhilu hpc gifi chi ra ring vin d l miu ehdl d l mfit doanh nghifp (DN) mang lfi gifi tti vfi sy hfii ldng cho khich hfing chtah Ifi mflc dfi djnh hudng djch vy (service orientation) cua DN (Albrecht &
Zemke, 1985; Homburg & ctg, 2002). Tdng qufit, dinh hudng dich vy cfla td ehflc ed thi hilu Ifi mdt nguyfn ly qufin Vj mang tinh chiln lupc, ddng thdi cdn Ifi mpt hinh thfii vfin hofi td chuc;
bao gdm tfp hpp cfic gifi tti vfi cfic hoft dfing do id chfle tfiilt k l vfi tfiyc hifn nhim tfo ra vfi chuyin giao dieh vy tfit nhit eho khfich hing (Lytle&eig, 1998).
cho Ihdy Dinh huang dich vy cua Id chuc cd tdc dpng mgnh vd In/rc tiip din sy tham gia cua hpc vien Vfl Hdnh vi hudng l&i hpc vien cua gidng vien, yeu id cUng cd tdc dpng ddng ki din sy tham gia cua hpc vien. Tit kit qud ndy, cic y nghia ly thuyit vd hdm y quan trj dd dupc trinh bay trong bdi bdo.
vi tham gia cua khieh hdng, Hanh vi hirdng tdi
Mft khic, cic \</ thuylt Oiiyln thfing v i g i i fri diu cho ring sy thinh cfing cua DN phy thufic vio khfi nfing DN tfo ra gifi tti vfi Ifim cho khieh hfing cfim tfiy dupc gifi fri khi sfl dyng djch vy (Payne & Holt, 2001). Tuy nhiin, frong nhilu lofi djch vy nhu dao tfo, tu vin, y t l , v.v... mdt mtah DN khfing tfil tfo ra gifi frj cho khieh hfing nlu khfing cd sy tham gia cfla hp vfio qufi trinh tfo sinh djch vy (Bitner & ctg, 1997). Khfich hfing cfing Iham gia tfch eye vdi nhflng hfinh vi phfl hpp ihl kit qufi cua djch vy cfing tdt (Gallan &. ctg, 2013). Ndi cfich khfie, frong nhflng lofi djch vy nfiy thi gifi frj djch vy lfi kit qufi cfla qufi frinh hpp tfic cua cfi hai phfa
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TAP CHi P H A T TRlfeN KH & CN, TAP 19, S 6 0 2 - 2016
*Mnh nghifp vfi khich hfing (co-creatton of value - Vargo & Lusch, 2004). Trong qua ttinh hpp tfic nfiy, gifi tti diu ra dupc quylt djnh chfl yfu bfing sy cim nhfn cua khich hfing, nhung vai ttd ehu dfing ttong qua frinh phdi hpp tfii If tfiupc vio phfa DN (Svensson £ Grfinroos.
2008).
Nhu vfy, van d i dfit ra I i lieu nguyen ly djnh hudng djch vy cua tfi chuc cd giup tao ra gia tti cho khfich hing tfifing qua viic kich thich hp tfiam gia tich eye vio qui trinh ddng tao stah djch vy? V i nlu cd thi djnh hudng djch vu cfla td chuc vfi cfic hinh vi hudng tdi khich hing cua nhfin vien ttrong tfie trye tilp (mfle dp c i nhfin) cd sy kit ndi vdi nhau nhu thi nio d l tfil hifn vai ttd nfiy? Dfiy la mfit vfin d l quan trpng vl ttong lmh vyc djch vy cd sy brong tfic cao gifla hai phia, cfic hoft dfing biong tic cua cfic nhfin viin trye tilp eung si cd vai ttd quan frpng din din g i i frj cfim nhfn eho khich hing (Grfinroos & Voima, 2013).
V i phia cic nhfin vien frye tilp, bin canh cfie hoft dfing eua riing hp frong quy trinh djch vy. lifu cfic hfinh vi niong tie cfla hp cd finh hudng nhu thi nfio din mue dfi tham gia cfla khich hang d i ddng tfo sinh g i i frj? v i n d i niy dfi dupc mdl sd hpc g i i ttin thi gidi d i cfip d dfng thio lufn ly thuyit (Svensson & Grfinroos, 2008; Vargo & Lusch, 2004). Cung dfi ed mfit v i i nghiin cflu thyc nghifm, nhung hiu hit dupe tfiyc hifn trong bdi cfinh cfie nudc kinh t l phfit friln vdi vfin hofi phuong Tfiy (Beatson &
ctg, 2008; Betteneourt 1997; Chan & etg. 2010;
Saura & etg, 2005; Yi, 2008), mi ehua ed nhilu nghiin cuu tfiyc nghifm tir cic nudc dang phit friln vfi ed vfin hoi phuong Dfing nhu Vift nam.
Do dd, mfit nghiin eflu thyc nghifm nhfim Ifim rfi cfie mdi quan hf nfiy si rit ed y nghTa cho vifc Ifing qufit hofi tti tfnic hpc ttiuft tofin cfiu;
dfing ttidi cdn eung cip ham y thyc liln eu tfil eho cfic DN djch vy d Vift Nam.
Vdi phfin tich nhu vfy, nghiin cuu nay dupc ttiyc hifn nhfim khim phi tie dfing cua Djnh hudng djch vy eua id chuc (cip dfi td chuc) lin Hfinh yi djnh hudng khfich hfing eiia nhfn vifn ttvc tilp tuong tfie (cip dfi c i nhfin), qua dd, anh hudng din mflc dfi tfiam gia cua khieh hing.
Mft khfie, finh hudng ttue tilp cua Djnh hudng dich vy cfla tfi chuc din mflc dp tham gia eiia khfich hfing vfio <)ufi frtah dich vu eflng s i dupc kiim chflng. Bfii canh nghiin cuu dupc chpn d l kiim dinh cfic gifi ttiuylt Ifi ngfinh dich vu dao tfo ngfin han. Dfiy l i lofi dich vy thfim dyng fri ttiuc va cd mflc dfi ttiong tic cao gifla hai phia, ttong dd g i i frj kit qui ehu y l u dupc tfo ra bdi sy ttiam gia tich cye hpc tfp cua hpe vifn, cung vdi hanh vi vfi nfing lye eua giang viin (Lengnick-Hall & Sanders, 1997).
Cfic phin tiip theo si lfin lupt frlnh bfiy co sd ly ttiuyit v i xfiy dyng cfic g i i thuylt nghiin cflu.
Tiip din Ifi bfio cfio v l phuong phip nghien cuu v i kit qui thye nghifm. Cufii cflng l i phin thio lufin y nghTa ly thuyii vfi him j thyc tiln v i kit lufin eho bii bfio.
2. CO SO LY THUYET VA c A c GIA THUYfeT
2 . I . C o s d l ^ t h u y l l
Phin nfiy ttinh bfiy cfic khfii nifm ly thuylt dupc sfl dyng ttong nghiin cuu v i mfii quan hf gifla chflng vdi nhau. Cic bifn luan g i i thuyit dupe gin vdi bfii cinh djch vu dio tfo ngfin han.
Dinh hu&ng dich vy ciia td chiic (Firm's service orientation)
Dtah hudng djch vy cua tfi chuc dupc djnh nghTa gdm lfp hpp cic g i i frj vfi hoff dfing do td chuc thill k i v i thye hifn nhim tfo ra vfi ehuyln giao djch vy tdt nhil cho khfich hfing (Lytle & etg, 1998; Lytic & Timmerman, 2006).
Trin quan dilm ttpng djch vy (Service Dominant Logic - SDL), Karpen & ctg (2012) cho ring djnh hudng dich vy eua id chuc ehinh
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SCIENCE & TECHNOLOGY DEVELOPMENT. Vol 19, No 02 - 2016
la mfit lof i nfing lyc chien lupc mfi to chuc dd dya vao df xflc tiin vfi ttien khai qufi tttah dfing lao sinh gifi trj cho khfich hfing, hay cho ddi tic khie d i gia tfing g i i tti ddng tfo sinh nay. Td chfle dupc 6e cfp Irong nghifn euu niy la cfic don vj Ifi ehue cfic khda dio tfo ngin hfn tai TP.
HCM (ttildng hofc bung tfim dfio lao). Khieh hing djch vy Ifi hoc viin theo hpc cfie khda ngfin hfn niy; vfi nhfin viin true tiep tuong tfie chi tfp trung vfio dfii ngu cic giing viin ttye tilp giing dfy.
Vdi y nghTa nhu ttin. djnh hudng djch vu cua td ehflc ed t h i dupc t h i hifn d hai thinh phin. Thinh phfin Ihii dp hu&ng ldi khich hdng dich vy (Deshpande & ctg, 1993; Lytle & ctg, 1998). v i thfinh phan hdnh vi huang l&i khdch hdng dieh vy (Hennig-Thurau, 2004; Kohli &
Jaworski. 1990). Trong dd, thinh phin thai dd liin quan din nhfn thflc, niim tin v i nhOng trai nghifm cua lfi ehue v i cfic hoft dfing tao sinh gifi frj vdi khfich hfing; edn thfinh phin hfinh vi Ifi hoft dfing eua tfi ehflc frong qufi frinh ddng tfo sinh gii frj vdi khich hing.
Hdnh vi tham gia cua khdch hdng (Customer participation behavour)
Hfinh vi tham gia cua khfich hfing vio qui ttinh djch vy dupe djnh nghTa gdm nhflng hfinh vi eua khieh hing ed liin quan din vifc tao sinh vfi chuyin giao djch vy eho ngudi su dung (Auh
& etg, 2007). Nhung hfinh vi niy cua khieh hfing dupc gidi hfn ttong phfm vi tuong tic tryc liip cua qui tttah djch vy (Grfinroos & Voima, 2013). Theo Yi & Gong (2013), diy l i mpl khii nifm trim nipng bfc hai gfim 4 thfinh phfin Ifi tim kiim thfing tin (information seeking), chia se ttifing lin (information sharing), hinh vi trfich nhifm (responsible behavior) v i tuong tie ei nhan (personal interaction). Hinh vi tim kiim ttifing tin cua hpc viin dien ra tiudc khi tham gia khda hpc nin giang viin khfing thi dfinh gifi dupc. Do vfy, ttifinh phin lim kilm tfifing tin
khfing dupe d l cfp trong nghifn ciiu nfiy. Chia se thdng tin d l ehi vifc khfich hfing cung cip tfifing tin cho nhfin vifn djch vy d l hp cd t h i thyc hifn tdt cfing vifc tfo sinh vfi chuyin giao djch vy. Thfing qua ehia se thfing tin, khfich hfing giflp nhfin viin tfo sinh v i chuyin giao dich vy theo dflng nhu nhu cfiu cua khieh hing (Ennew & Binks, 1999). Trong nghiin cuu nfiy, niu hpc viin cho bilt rfi v i nhu ciu vfi mong mufin cua hp khi tham gia khda hpc, tfil tfi chuc dao tfo, tryc tilp vfi gifin tilp thfing qua gifing viin, si thiet k i khda hpe vdi nhihig nfii dung dip ung tot diiu m i hpc viin mong dpi. Hanh vi trdeh nhifm liin quan din vifc khieh hfing thyc hifn phin nhifm vy cua ho khi tuong tfic vdi td chuc cung cfip djch vy trong qui trinh su dyng djch vu (Ennew & Binks, 1999; Yi & Gong, 2013). Trong nghifn curu nfiy, hfinh vi n^ch nhifm thi hifn khi hpc vien thyc hifn tdt cfic yfu ciu cua gifing viin frong khda hpc (vio ldp dung gid, Ifim bfii tfp dfiy du...), tuan thfl cie qui djnh cua tfi ehue dao tfo... Twang tdc ci nhdn ik chi cie hanh vi khi tuong tic giiia khich hfing v i nhfin viin t h i hifn qua sy thin thifn, ljch sy v i tdn ttpng lan nhau (Kelley &
ctg, 1990) gifla khich hfing vdi nhfin vifn djch vy. Diy l i nin ting cho su thinh cfing cua qua trinh ddng tfo sinh g i i ttj djch vy cho khfich hfing (Ennew & Binks, 1999). Trong djch vy dfio tfo ngin hfn, tuong lfie c i nhfin cua hpc viin lfi sy thin thifn, thfii dfi tfin trpng vfi Ijeh sy ddi vdi giang viin frong qufi trinh tham gia khfia hpe.
Hdnh vi hu&ng Idi khdch hdng cua nhdn vien (Employee's customer-oriented behavior)
Hinh vi hudng ldi khieh hing eua nhfin viin tiip xuc bao gdm hfinh vi quan tim (concern), ljch sy (civility) va sy fin y (congeniality) t h i hifn khi tuong tfic vdi khfich hfing (Mechinda &
Patierson. 2011; Winsled. 2000). Hanh vi quan lam thi hifn sy cam thfing. dam bao vJ dfip flng (Parasuraman &ctg. 1988) cua nhin viin ddi vdi Trang 122
TAP CHi P H A T TRlfeN KH & CN, TAP 19, S 6 0 2 - 2016 khfich hfing. Hfinh vi ljch sy tfii hiin qua tfifii dp
tfin trpng, cfl chi ehung mye, ljch sy ddi vdi khfich hfing. Cfin sy fin y tfii hiin qua vifc td ra lit hpp y khi ttrong tfic vdi khich hfing. 6 dfiy, chi hfinh vi quan tfim Ifi phfl hpp vdi bdi canh nghiin cflu. Hfinh vi niy thi hifn qua vifc gifing viin chfl y vfi tim hilu nhu ciu cua hpc viin, giup dfi vfi tfo sy thoii mii cho hoc vifn khi tham gia Idp hpc...
2.2. Cfic gifi thuylt
Tfl cfie CO sd Iy tfiuyit frfn, mye nfiy frinh bfiy cfic gii tfiuyit vi mdi quan hf gifla cic khfii nifm nghiin ciru nhu dudi dfiy.
Dinh hu&ng dich vu eua Id chuc vd Hdnh vi Iham gia cia hpc vien
Khi mfit td chfle cfi djnh hudng djch vy thi thii dp vfi hinh vi cfla td chfle nfiy si hudng tdi khfich hfing (Hennig-Thurau, 2004; Kohli &
Jaworski, 1990). Hp si tfo dilu kifn cho khieh hfing ddng gdp y kiln, ehia si thfing tin bong qufi frlnh trii nghifm djch vy (Hennig-Thurau &
ctg, 2010). Vifc id ehue chu j tfo dilu kifn dl dfing cho khfich hfing tuong tfie frong qufi ttinh ddng tfo sinh gifi ttj dich vy si Ifim cho khfich hfing y thue dupe vai ttd, trich nhifm cua ehinh hp ttong vifc tham gia. VI thi, vifc khfich hfing tfch eye tham gia vio qui ttinh ddng tao sinh gifi tti, hofc ehi tfiy dfing tham gia li tiiy tfiufic muc dd djnh hudng djch vy eua td chfle. Do vfy, niu tfi chfle dio tfo chu y din vifc nfing cao gifi frj djch vy, hilu rfi vifc tham gia cua hpc viin li quan ttpng thi si tfo diiu kifn tdt cho hpc viin lleh eye tham gia ttong qui frtah hpc. Tu dd, gii tfiuyit HI dupc phit bilu nhu sau:
HI: Djnh hudng djch vu cfla td chuc dip tao lie ddng tich eye din Hinh vi tham gia cua hpc vlin.
Dinh huang dieh vy cia Id ehiic va Hdnh vi hudng l&i ngu&i hpe cua giing viin.
Theo Lytle & Timmerman (2006), djnh hudng djch vy eua td chuc ed anh hudng bch eye din hinh vi cfla nhfn viin tiip xuc vdi khfich hfing ttxmg qufi frinh ttiong tfic djch vy.
Chfing hfn, td chuc cd chfnh saeh khuyfn khfch va wdng tfiudng khi nhfin vifn Ifim khich hfing hii Idng thi nhfin vien s i lufin cd ging hudng tdi khfich hang tixmg qui tiinh tirong tic djch vy.
Dfing quan diim, nghiin cuu cua Beatson &
cfing sy. (2008) cung nhfin djnh ring djnh hudng djch vy eua td ehue cd tie dfing frye tilp din djnh hudng djch vu cua nhfin viin, qua dd anh hudng tich cye din hinh vi hudng tdi khfich hfing cua nhan viin (Peccei & Rosenthal, 2001).
Tu dd, cd thi suy lufn frong bdi cinh djch vy dio tao, nlu td chfle dio tfo ed djnh hudng tdi ngudi hpe thi giing viin (nhfin viin tryc tilp tiip xflc khfich hfing) frong qufi trinh giing dfy eung s i hudng tdi ngudi hpc di dft dupc myc tiiu chiln lupe chung cua td chuc dfio tfo. Dd li Ifim tfing gii frj djch vu ddng tfo sinh eua hpc viin hifn tfi di cfi thi dfin tdi thu hut cfie hpc viin tiim nfing. Vi vfy, gifi thuylt H2 dupc phit bieu nhu sau:
H2: Djnh hudng djch vy eua td chuc dio tfo ed tfie dpng tieh eye din Hinh vi hudng tdi ngudi hpe cua giing viin.
Hdnh vi hu&ng toi ngu&i hpc cia gidng vien vd Hdnh vi tham gia cua hpc vien
Trong nginh djch vy, nhfin viin tilp xuc trye tilp vdi khieh hing ed vai trd rfit quan frpng trong dinh gifi chit lupng djch vy cua khfich hfing (Lovelock & ctg, 2014). Kit qufi nghiin cflu eua Betteneourt (1997) vi Sousa & Coelho (2013) eho tfiiy thii dd v i hinh vi cua nhfin viin ttue tilp tiip xuc khich hing cd mdi quan he tich eye vdi sy hii Idng cua khich hing vi cic djch vy cua td ehflc. Tuy nhiin, sy hii Idng nfiy cfing cao khi mfi ehinh khich hfing dupc thu hut tfiam gia ttong qufi ttinh ddng tfo sinh gifi frj (Lee & ctg, 2013). Chfnh nhflng hinh vi thi
y f ^ i ^
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SCIENCE & TECHNOLOGY DEVELOPMENT, Vol 19, No 02 - 2016
hifn sy quan tfim cfla gifing vifn nhu tfii hifn sy cfim thfing vdi hpc vifn trong qufi binh giing day, hiiu rfi nhu cfiu hpc cfla hpc viin d l dfim bfio vfi dfip ung dung si Ifi ngufin kich thieh, dpng viin hpc viin tich eye tham gia chia se thfing tin vfi hpp tfic tdt vdi gifing viin frong sudt khda hpc. Tfl dd, gifi thuylt dupc phfit biiu nhu sau:
H3: Hfinh vi hudng Idi ngudi hpc cua giing viin ed tfic dpng tieh cue din Hinh vi tham gia cfla hpe viin.
Tu cfic g i i thuylt niu trin, mfi hinh nghifn cflu dupc tfil hifn d Htah 1. Trong dd, Dinh hudng dich vy eua td chfle v i Hfinh vi tham gia cfla khfich hfing Ifi nhflng khfii nifm trim tupng bfc 2 dfng kit qua (second-order reflective consfruct), cdn hfinh vi hudng din ngudi hpe Ifi khfii nifm bfc nhit.
3. PHU'ONG PHAP NGHIEN CUD D l kilm dinh cfic g i i tfiuyit, phuomg phfip dinh lupng dS dupc sfl dyng. Ddi mpng khfio sfit Ifi cfie giang viin eua cfic khda dfio tfo ngfin hfn t f i nhiiu Trudng vfi Trung Ifim dio tfo t f i Tp.HCM. Gifing viin dupe chpn vi ngofii vai trd Ifi nhfin viin frye tilp, hp cdn Ifi eiu ndi gifla td chfle dfio tfo vfi hpc vien. Giing viin cd thi eim nhfn vfi dfinh gifi dupc c i mflc dfi dinh hudng djch vy eua td ehflc dio tfo, v i mflc dfi tham gia eua hpc viin ttong qufi frinh djch vy.
Dfl lifu dupc ttiu thfp bing bang cfiu hdi cd cfiu frue dflng ttiang do Likert 5 dilm. Cfic giang viin dupe tilp cfn frye tiip d l phfit bfing cfiu hdi frong gid gifii lao, tmdc hofc sau gid dfy. M i u dupc chpn theo phuong phfip tfiufn tifn. cd kllm soit sy cfin ddi v l nhdm wdi. gidi tfnh. sd khda dfio tfo frong 6 thfing gin nhit, ndi dung gifing dfy cua gifing vlin. Cfie thang do dupc k i thua tfl cfic nghiin cuu trudc, cd hifu chinh (thfing qua budc nghien ciiu dinh tfnh so bfi) cho phfl hpp vdi bdi cfinh nghifn cuu (xem Bing 2).
Theo dfi, Hinh vi tham gia cua hpc vifn gdm 3 y l u td Chia si tfifing tin, Hfinh vi ti^ch nhifm vfi Tuong tic c i nhfn vdi 15 biln quan sit (Yi &
Gong, 2013), Hfinh vi hudng tdi ngudi hpc cua gifing viin vdi 4 biln quan sit (Lanjananda &
Patterson, 2009) vfi Dinh hudng dich vy ciia td chuc gdm 2 yfu td Thfii dp vfi Hfinh vi vdi 9 biin quan sfit (Beatson & etg, 2008; Saura &
ctg, 2005). Phuong phip phfn tich nhfin tfi khfing djnh (CFA) v i mfi hinh eiu frue tuyln tinh SEM dupe su dyng d l phfin tfch dO lifu, 4. K t T QUA VA T H A O L U A N
4.1. K i t qufi Mo td mdu khdo sal
M l u dit lifu thu dupe gdm 220 gifing vifn dio tfo ngin hfn tfl 46 td chfle dfio tfo khic nhau t f i TP. HCM. Cfic khda dfio tfo ngfin hfn tfp frung vfio nhflng nfii dung cd liin quan din kiln thflc chuyfn mfin v i ky nfing nghifp vy.
Dfc trung cua miu dupc frlnh bfiy d Bing I
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TAP CHi PHAT TRifeN KH & CN. TAP 19. S 6 0 2 - 2016
Bfing I. Sfic tmng cfla man nghien cfln
Ylutd
Sd khoa dfio tao dfi day/6tfiinp Tan
nit I khda
2 - 3 khda 4-5 khda Trin 5 khda Nhdm Wfii cfla GV
42
95
40 43I9.I
43,218,2 19,5 26-35
- 36-45 46-55 Trin 55
100
85
2745.5 38,6 12.3 3,6
Dinh gid dp gid tri vd dp tin cgy cua cdc thang do
Tdng cfing 6 khfii nifm nghifn cuu dupc do ludng bdi 28 biln quan sfit dupe dua vfio phfin tich nhfin td khfim phfi (EFA) dl xfic dinh eiu true tfiang do. Sau kit qufi EFA cd 5 biln quan sfit bj lof i vi hf sd tfii nhan td thip (< 0,5). Tilp tfieo, phuong phfip phfin tfch khfing djnh (CFA) dupe thyc hifn cho 23 biln quan sit cdn lfi di dfinh gifi mfi hinh do ludng. Kit qufi sau CFA cd 8 biln tilp tye bi loai do sai sd khfing dfic Ifip.
Mfi hinh do ludng sau kilm dinh dft cfic chi sd phfl hpp nhu sau: Chi-square x^(df
Ylutd Tin
suit Ngfinh
Ky thuft Kinh tl - Qufin ly Chuyin mfin khic Gidi tinh cua GV
Nam Nfl
45 123 52
137 83 Npi dung gifing dfy
Kiin thuc ehuyin mfin Ky nfing nghifp vu Chuyin mfin & nghifp vy
93 100 27
%
20,5 55,9 23,6
62,5 37,7 42,3 45,5 12,3
75) = 126,24; p = 0,00; Chi-square/df = 1,68; GFI =
Bfing 2. Thang do cfic khfii nifm sau kilm djnh CFA
0,93; TLI = 0,95; CFI = 0,96; SRMR = 0.041;
RMSEA = 0,056. Nhu vfy, mfi hinh do ludng phfl hpp vdi dfl lieu thye tl. Bing 2 ttinh biy hf sfi lii nhan id, dd tin cfy tdng hpp (CR) vi tdng phuong sai ttich (AVE) cua eic thang do. Cic hf sd tii nhfn td dao ddng tir 0,62 din 0,88.
Phuong sai (AVE) cfla eie thang do dao ddng tfl 0,51 din 0,70. Dd tta cfy tfing hpp (CR) cua 6 thang do dao dfing tu 0,68 din 0,98. Btah phuong cfla cic hf sd Wong quan gifla cic khii nifm dao dfing tir 0,23 din 0,55 nhd hon cie AVE luong flng. Do dd, cic thang do dft yiu cfiu vi dfi tta cfy, gifi frj hfii ty vfi gifi frj phfin bift.
Biln quan sfit Chia si tfifing tin (CR = 0,77; AVE = 0,62)
Hpc vlin gifii thieh rfi vdi tfii hp mudn gl khi tham gia khfia hpc Hpc vien ndl cho tfii bilt nhu cJu cua hp ddi vdi khda hoc Hfinh vi ttfich nhifm (CR = 0,68; AVE = 0,51)
Hpc vifn tfiyc hifn tit cfi cfic yiu eiu cua tdi Hpc viin flng xfl dflng nhu tfii ky vpng Hpc vifa hofin flifinh tdt cfic nhiim vu ifii yiu ciu
Hf sd Ifii 0,80 0,78 0,74 0,69 0,62
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SCIENCE & TECHNOLOGY DEVELOPMENT, Vol 19. No 02 - 2016 Tuong tfic e i nhan (CR = 0.88; AVE = 0,70)
Hpc viin flng xfl tu te Hpc viin giao tilp Ijch sy Hpc viin td ra nhfi nhfin
Hfinh vi hudng tdi hpc viin cua giing viin (CR = 0,75; AVE = 0,61) Tdi tim hiiu nhu cfiu hoc cua hpe vien khi bit d i u khda hpc Trong qui trinh dfy, tfii lufin diiu chtah d l tfo thufn tifn eho hpc vifn Hfinh vi hudng tdi hpc vien cfla tfi chfle (CR = 0,79; AVE = 0,66)
Vifc thilt k i cfic khofi dfio lao lfi don vj X lufin dya vfio thfing tin tfl hpc viin Don vj X lufin tim hilu rfi v i dich vy dao tfo mfi hpc viin cin Thfii dfi hudng tdi hpc viin cfla td ehflc (CR = 0,78; AVE = 0,64)
Don vj X tin rfing Ipi ich cua hpc viin nin lufin di frudc Ipi fch cua cfing ty Djch vy cua don vj X chu frpng sao eho hpc viin cfi djch vu dio tfo tdt nhfit Djch vy dao tao cua don vi X trudc hit l i d i phyc vy eho hpe viin
0,87 0.83 0.81 0.82 0,73 0,74 0.88 0,77 0,83 0.86
Hinh I. Ket qua udc lupng mo hinh c i u true SEM Kiem dinh cde gid thuyit v&i md hinh edu
trie SEM
Cic gii thuylt nghiin eflu dupc kiim djnh bfing mo hinh cfiu ttflc SEM vdi udc Iupng maximum likelihook (ML). Kit qufi ude Iupng cflng thi hifn muc df phfl hpp cua mfi hinh vdi dfl lifu thyc ti, cfic chi sd dft nhu sau: Chi- square x2(df = 84) = 153,22; p 0,00; Chi- square/df = 1,78; GFI = 0,92; TLI = 0,95; CFI = 0.95; SRMR = 0.053; RMSEA = 0,061.
Kit qufi ude lupng (Hinh I) cho thfiy tit ca cic gifi thuylt diu dupc ung hd. Theo dd, gifi thuylt HI thi hifn quan hf gifla Dinh hudng dich vp eua td ehflc dfio tfo vfi Hfinh vi tham gia cfla hpc viin dft gifi trj p = 0,70 (p = 0,000); gifi thuylt H2 Ihl hifn quan hf gifla Djnh hudng djch vy cfla td ehflc dfio tfo vfi Hfinh vi hudng tdi ngudl hpc cfla gifing viin cd p = 0,55 (p = 0,000); eudi cflng, H3 vdi quan hf gifla Hfinh vi hudng tdi ngudi hpc cua gifing vifn vfi Hfinh vi tham gia cfla hpc viin cd p = 0,36 (p = 0,000)
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TAP CHi PHAT TRifeN KH & CN, TAP 19, S 6 Q2 - 2016
Hai yiu td Djnh hudng djch vu eua id chuc dfio
tfo vfi Hinh vi hudng tdi ngudi hpc cfla gifing vien giai Ihich dupe 89% sy biln ttiiin cua Hfinh vi tfiam gia cfla hpc viin ttong qui ttinh dich vu.
4.2. Thfio lufn kit qua
Kit qufi kilm dinh mo hinh cfiu ttflc cho ttiiy cfi 3 gifi thuylt dfu dupc ung hfi. Trong dd, tfic dpng til Djnh hudng djch vy cua td ehflc din Hfinh vi tham gia cua khich hing vfi Hinh vi hudng tdi khich hfing cua nhfin viin li manh.
Kit qui nfiy khfing djnh vai trd quan frpng eua nguyin Iy Djnh hudng djch vu cua tfi chfle ddi vdi hai ylu tfi frin. Vdi quan dilm ly thuyit khfich hing li ngudi dfing tao sinh gii bi djch vy (Vargo & Lusch, 2004), id chfle cd dtah hudng dich vu tdt si chu frpng vfio nhflng hoft dfing nhfim tfo sinh vfi ehuyln giao djch vu tdt nhit eho khich hing (Lytle & ctg, 1998; Lytle
& Timmeiman, 2006). Djnh hudng djch vy cua td chuc thi hifn ngay d giai dofn thilt kl djch vy vi id ehflc quy frinh Ihu thip thfing tin khich hfing, qua do tfiudng xuyin dilu ehmh/cfii tiln djch vy dl dip flng nhu ciu lufin ttiay dfii cfla khich hfing. Trong bdi cfinh djch vy dfio tfo ngin hfn, cfic hoft ddng nfiy thi hifn qua cfic khfiu nhu khfio sfit nhu eiu, chpn nfii dung md Ifip, chpn gifing viin vfi td chfle Idp hpc (ttidi gian. dja diim, ttang thilt bi gifing dfy...) sao cho phu hpp vdi nhu ciu cfla hpc viin.
Tie dpng tryc liip cia Dinh hu&ng dich vu cua Id chic din Hdnh vi iham gia eia hpe vien
Trong nghiin cflu nfiy, Dinh hudng dich vy cfla id ehflc cd tiie dfing mfnh vfi frye tilp din Hfinh vi tham gia cua hpc viin vdi p = 0,70 (p = 0.000). Kit qufi nfiy chi ra ring, ttifl nhit, khi td chuc dfio tfo ehfl frpng din vifc tim hilu nhu ciu cfla ngudi hpc dl ttiilt kl quy tttah dfio tao phfl hpp (chpn mfin hpc, gifing viin, phuong phfip dfy...) ttii si kich ttiich sy tfiam gia tich eye cua hpc viin frong qui fri„h hpe. Thu hai td chfle dfio IfO tfil hifn quan dilm chfl frpng |^'
ich cua hpc vifn, tfiilt kl dich vy sao cho hpc viin dat dupc kit qufi dfio tao tdt nhit thi si Ifim eho nhung hpc viin nfio sfin sfing chia se ttifing tin vfi cd tinh ttiin ttach nhifm hon ttxmg qufi frinh hpc ttii si ed kit qufi hpc tfp tdt hon. Kit qufi nfiy cho ttifiy frong djch vy dfio tao, khi hpc vien tfiam gia Idp hpc. hp si eung gifing viin ttai nghifm chung ttong mdt khfing gian djch vu (ttang thilt bj gifing dfy, Idp hpe, ban hpc) nen gifi tti djch vy nhfin dupc cao hay thfip li cdn phu thufic vio ylu tfi tfiam gia cua hpc viin trong qufi ninh hpc.
Tic ddng gidn liip aia Dinh hu&ng dich vy eia Id ehiic din Hdnh vi Iham gia cia hpc vien
Djnh hudng djch vy cua id chfle cflng cd tfie dpng mfnh din Hinh vi hudng tdi ngudi hpc eua gifing viin vdi p = 0,55 (p = 0,000). Dfiy Ifi kit qufi thye nghifm quan ttpng vl frong lmh vye djch vy thfim dung tti thue cfi mfle dp Wong tic cao nhu djch vy dio tfo, mdi nhfin viin (gifing vifn) tilp xflc ttye tilp vdi khfich hfing chtah Ifi ngufin Iyc Wong tfic chu ylu cua tfi chfle quylt dinh gifi fri dich vy cho khfich hfing.
Tilp din, Hfinh vi hudng tdi ngudi hpc cfla gifing viin cd tfic dfing dfing kl din Hfinh vi tfiam gia cua hpc viin vdi p = 0,36 (p = 0,000).
Kit qufi nfiy cho tfiiy ba dilu. Thu nhit, nhflng kiin thflc vfi kinh nghifm chuyfn mfin tdt cua cfic gifing viin, niu khfing dupc ttiln khai sfl dyng kit hpp mfit cfich hifu qufi vdi Hfinh vi hudng din ngudi hpc thi si khfing giflp mang Ifi kit qufi tdt eho qufi ninh hpc tfp cua hp. Thfl hai, so vdi anh hudng cfla Djnh hudng djch vy cfla id chuc tfli finh hudng cua Hfinh vi hudng ldi ngudi hpc cua Gifing viin din sy tham gia cfla ngudi hpc Ifi nhd hon (0,36 so vdi 0,90).
Thu ba, bin canh tfic ddng nvc tilp cua till cdn
cd tfic dfing gifin tilp tfidng qua Hinh vi hudng
toi ngudi hpc cfla gifing viin (p = 0,20; p =
0,000). Nhd vfy, tdng tiU: ddng cfla Dinh hudng
djch vy eua id chfle din Hfinh vi tham gia cua
hpc viin Ifi rit cao (p = 0,90; p = 0,002). Ndi
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SCIENCE & TECHNOLOGY DEVELOPMENT. Vol 19. No 02 - 2016
each khfie, Hfinh vi hudng tdi ngudi hpc cfla gifing viin giu vai frd Irung gian bdn phdn (panial mediation) ttxing mfii quan h i gifla Djnh hudng djch vu cfla tfi chuc vfi Hfinh vi tham gia cfla hpc vien. Kit qufi nfiy mfit Ifin nua eho thiy ddi vdi djch vy dao tfo thi hanh vi hudng tdi ngudi hpc nhu ljch sy, quan tfim, tfo diiu kifn, v.v Ifi rat quan trpng nhung vin chua du cho vai frd cua mfit nhfin vien Wong tic vdi khich hfing mfi cdn cfn vai fro quan frpng then ehfit cua tfi chfle.
5. KtT LUAN
v i mft ly thuylt, kit qufi nghien cflu nfiy ddng gdp vfio vifc xfic djnh tfic dfing tryc tilp vfi gifin tilp (thfing qua vai trfi cua Hinh vi hudng tdi khich hing cua nhfin viin) cua Djnh hudng djch vy td ehflc din Hfinh vi tham gia cfla khfich hfing. Tfl dd, cd thi kit lufn vai frd quan trpng eua td ehflcydoanh nghifp djch vy trong vifc tfo thufn Ipi cho qufi trinh ddng tao sinh gifi ttj djch vy diln ra theo quan dilm SDL cfla Vargo & Lusch (2004).
v i mft thye tiln, kit qufi nghiin eflu nfiy cd thi flng dyng eho cfic id chfle dfio tfo ndi chung vfi dfio tfo ngfin hfn ndi riing, trong qufi trinh vfn hfinh (nhu tfiilt ke. ttang bj eo sd vft chit, Wyin chpn gifing viin, td ehflc Idp hpc...).
Tu kit qufi nghiin cflu, cd I h l rut ra mfit sd hfim y qufin ttj nhu sau:
Quan hf giira Id chiic ddo Igo vd hpc vien:
Nlu td chuc dfio IfO quan tfim din gifi ttj nhfn dupe eua hpc vien tfil khi xfiy dyng, diu w ngudn lye (co sd vfl chil, Wyln/mdi gifing vifn) tfil phfii cho hpc viin thiy Ipi Ich cua hp khi tham gia Idp hpc Ifi quan Irpng; vfi tfo dilu kifn cho hpc viin tham gia ddng gdp y kiln frong qufi trinh hpc d i dft kit qufi nhu ky vpng cfla hp. Cy thi, v i ttifii dfi phfii ttil hifn cho hpc viin ttiiy Ifi mpi hoft dfing cfla td chfle l i nhfim
phyc vy eho Ipi ieh hpc l f p cfla hp, de hp hieu rfi bii giing hon, hofc chia se, hpc hdi kinh nghifm tfl cfic bfn cflng Idp... V l hfinh vi, tfO diiu kifn cho hpc v i i n gdp y cho tfi chuc dao tfo thfing qua 2 kinh ttiu ttifp thfing tin, nvc tiip gdp y din bp phfn phye vy cua td chuc, hofc gifin tilp thfing qua gifing viin mfin hpc.
Quan hf giOa td ehiic ddo tgo vd gidng vien:
vdi td chuc dio tfo cd djnh hudng djch vy, hp si chfl frpng tu^ khfiu xfic djnh tiiu ehi tuyln chpn giang viin phfl hpp (chuyin mfin, phuomg phip giing dfy), xie djnh vai trd cua gifing vifn frong Idp hpe thfing qua hpp ddng tuyin dung/mdi gifing. Truyin thfing thofi dfing nguyfn ly: Djnh hudng djch vu eua tfi chuc din cic gifing vifn; Djnh htah vfi xfiy dyng vfin hfia rifng eua tfi chuc dio tfo frong mfit nhin cua giing viin. Tfl dfi, quan hf gifl'a giang vifn vfi hpc viin cung s i dupc hinh thinh dya trin vfin hda cfla td chuc.
Mfc du nghiin cuu dfi dft dupe mfit sd kit qui cfi y nghTa, nhung vin cdn cfi mdt sd han chi nhit djnh. Thu nhit, nghifn cflu chi tfp mmg khio sit ddi tupng Ifi giang vifn t f i cic td chuc dfio tfo ngfin hfn, ehua khio sit ddi tupng Ifi hpc vifn. Vifc md rfing ddi tupng khio sit bao gdm cfi gifing v i i n vfi hpc vien (dyadic data) si giup hfn chl sy thiin lfch ed t h i ed cua kit qufi nghifn eflu. Thfl hai, nghiin cuu chi thyc hifn liy mlu thufn tifn t f i cfic tfi ehue dfio tfo d thinh phd Hd Chi Minh nfn tinh dfi difn cua kit qufi nghiin curu chua eao. Ngoii ra, y i u td gifi frj ddng tfO sinh cflng chua dupc xem xit, do ludng cy I h l frong nghiin cuu nfiy mfi ehi dupc suy lufn gifin tilp qua hinh vi cua hpc viin vfi gifing viin.
Nghien euu ndy dupe Idi trp bai DH Qude gia TP. HCM Irong khudn khd di Idi B20I4-20- 02.
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TAP CHl P H A T TRifeN KH & CN, TAP 19, SO 0 2 - 2016
Firm's service orientation, frontHne employee behavior and customer
participation - A study of short - training services
• Nguyen Van Tuan
• Le Nguyen Hau
University of Technology, VNU HCM - Email: [email protected] ABSTRACT
nis sndy investigated Ihe impgcl of a fwm's service orientation on Ihe behaviors of
nvo key service inleraclion components, i.e frontline employees and customers for value co-
creation in short-lraining services. Data were collected from 220 trainers in 46 training organizations in HCMC. SEM analysis revealed
that firm's service orientation has substantial effects on both trainee's participation and trainer's eustomer-orienled behavior which in lum. has significam impact on trainee's panicipalion. Theoretical and managerial implications have been discussed accordingly.
* e / i S " 2 , i ™ ; V r L " ' " ' - ' ' ' ' ' ' ' """""*' ' - " • " > " ' - • ""P"^ee's eustomer-orienled
U).
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