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/ANH Hl/dNG CUA GIA TRj CAM NHAN DEN Sif THOA MAN CUA NGl/Ofl HOC DOI vdfl DICH VU GIAO DUC DAI HOC
Ng^ynhan: 25/8/2014 Ngay nhan lai: 28/10/2014 Ngay duyet dang: 10/11/2014
Ma so: 11-14-NCTD-lO
Dodn Thanh Hd (*) Le Ngoc Thdng f**;
Tom tdt: Gid tri khach hdng Id nguon phdt sinh lgi the canh tranh cho cdc td chdc cung ling dich vu giao due dgi hoc, nen thau hiiu gid tri cam nhgn cda ngUdi hgc se giup trudng dgi hgc canh tranh thdnh cong. Nghien ciXu ndy nhdm khdm phd dnh hudng cua gid tri cam nhgn den sU thoa mdn cda ngUdi hgc doi v6i dich vu giao due dai hgc, dua tr&n ly thuyit vi gid tri khach hdng vd cdc nghien cdu trudc do. Nghien cdu dUgc thUc hien thong qua phiCang phdp dinh tinh vd dinh lUgng tien hdnh tren mot mdu 546 sinh vien cda TrUdng Bgi hgc Ngdn hdng TP.HCM (BUH). Kit qua nghien cdu khdng dinh gid tri cam nhdn co dnh hddng tich cilc den sd thoa mdn cua ngudi hgc, vdi khdi niem gid tri cam nhgn gdm 06 thdnh phdn Id: (i) Gid tri tri thde; (ii) Gid tri hinh dnh; (iii) Gid tri chdc ndng kinh ti;
(iv) Gid tri cam xue vd niim tin vdn bdng; (v) Gid tri li§n kit bgn hgc; (vi) Gid tri hogt dgng tap thi - xd hgi.
TH khoa: Gid tri. cam nhgn, sd thoa mdn, dich vu giao due dai hoc.
Gidi thi^u
Qud trinh phdt trien va hgi nhdp sau rdng eua dd't nddc vdo nen kinh te' thg' gidi trong thdi gian qua dd ddt ra cho giao due dai hoc Viet Nam nhiem vu quan trpng Id cung dng ngudn nhan lue chd't lupng cao cho nen kinh tg'. Nhiem vu dd cung vdi xu t h d hop tdc qudc tg' trong gido due d i l n r a m a n h me trgn todn cau dd tao ra bo'i canh eanh tranh gay gdt cho eac trUdng dai hgc Viet Nam trong t h a p ky ddu cua thg' ky 2 1 . Do vay, xdc dinh rd ngudn phat sinh lpi the canh t r a n h hign la vd'n dd quan trgng sd'ng cdn dd'i vdi cdc trudng dai hoc Viet Nam.
Tren thg' gidi, cdc trudng dai hpc da ngay cang chu trgng de'n viec dp dung cdc nguygn tdc vd chie'n lupc canh t r a n h cda linh vdc kinh doanh nhdm gianh duoe loi the eanh tranh cho minh (Hemsley-Brown vd Oplatka, 2006).
Trong khi dd, ke td giai doan 1980-1990, gid tri cam nhdn ddpc xem la ngudn phdt sinh
lpi the' canh t r a n h eho cdc td chdc cung dng dich vu vd s a n p h a m t r o n g n e n kinh td (Woodruff, 1997). Tuy nhign, vdn khdng cd nhidu nghign cdu vd gid tri k h a e h hang vdi tu cdch Id mdt ngudn p h d t sinh lpi thd canh t r a n h trong dich vu gido due dai hpc (Lai vd cde t a c gia, 2012) t r d n t h d gidi cdng nhd t a i Viet Nam. Do vay, nghign cdu ve a n h hddng cua gia t r i cam n h a n cua ngddi hgc dd'i vdi dich vu giao due dai hgc tai mdt qud'c gia dang p h d t t r i d n nhU Vigt Nam de bd sung tri thde khoa hoe hay dp dung mdt each phu hpp trong t h d e h a n h quan tri tai Viet Nam la can thie't. Hon nda, nghidn cdu dupe thde h i e n t a i BUH Id t r u d n g dai hpc duy n h a t cua n g a n h n g a n h a n g d phia Nam dang trong giai d o a n t h a y ddi va p h d t trien m a n h me ngn viec n g h i e n cdu, k h a m pha a n h hudng cua gid t r i cam n h d n dg'n sd thda mdn cua ngddi hgc cung se gdp p h a n hd trp BUH xac dinh ngudn p h a t sinh loi thg' canh t r a n h Bai vig't duoe bd' cue n h d sau: p h a n 2 t r i n h b a y co sd ly thuyg't, p h a n 3 la phdong
m: ngan hang
NGHIEN ClJU TRAO DOI « < «
phdp nghien edu vd a n h hudng eua gid tri cam n h d n de'n sd t h d a m d n eua ngddi hgc dd'i vdi dich vu gido due dai hgc, p h d n 4 Id ke't qud nghien cdu va t h a o luan, p h a n 5 Id ke't luan.
Cd scf ly thuye't v a pht^cAig p h a p n g h i e n cufu Gid tri cam nhdn ciia ngi/di hoc ve dich vu gido due dgi hgc
Khdi nigm gid tri khdeh h a n g b ^ t dau xua't h i e n t r o n g n h d n g n g h i g n cdu d giai doan 1980-1990 Dudi gdc n h i n cua doanh nghigp, gia tri k h a c h h a n g la gia tri kinh tg' gia t a n g md khdeh h d n g m a n g lai cho doanh nghigp (Zeithaml vd cdc t d e gia, 2009) vd cd nhupc diem Id khdng t h e chi r a nguydn n h d n thuc d^y khdeh h a n g r a quyet dinh tieu dung ngn k h o n g t h a t sd giup cho doanh nghiep xdc dinh ehinh xac ngudn p h d t sinh ldi thg' eanh t r a n h . Trong khi dd, gid t r i khdeh h a n g xem xet dddi gdc n h i n cda k h a c h h a n g - cd t h e ggi la gia t r i cho k h a c h h a n g - se khdc phuc dupc nhdpc didm ndy, n e n xdng d a n g Id ngudn p h d t s i n h ldi the' c a n h t r a n h cho cdc doanh nghidp (Woodruff, 1997). Khdi nigm gid tri cho k h d e h h d n g cd nhieu big'n thd vd t e n ggi k h a e nhau (Woodall, 2003), nhdng trong dd, t e n ggi gid tri cam n h a n cua khdeh h a n g dupc n h i e u nhd n g h i e n cdu sd dung nha't. N h i n chung, gia tri cam n h d n cua khdeh h a n g la sd d a n h gid eua khdeh h d n g ve mde dd m d t s a n p h ^ m hay dich vu ma ho thde suf da mua, xdng ddng vdi n h d n g gi hg p h a i t r a cho nd (Zeithaml vd cdc t a e gia, 2009).
Mac du giao due d a i hpc Id m o t n g a n h dich vu vdi t r g n g t a m Id d a p d n g sU mong doi vd nhu cdu cua ngddi hgc (Elliott and Shin, 2002) va quan d i e m ngddi hoe la khdeh h d n g eua t r d d n g d a i hoc dang dupp u n g hd r d n g r a i (Woodall vd cac t d c gia, 2014), t r o n g khi gia tri cam n h a n eua k h a c h h a n g duoe xem la n g u d n p h a t s i n h loi thg' e a n h t r a n h cua cdc td chdc cung ca'p h a n g h d a
vd dich vu cho n e n kinh te', thi cho dd'n nay vdn cd r a t it n g h i g n cdu vd gia tri cam n h d n cua k h d e h h a n g t r o n g dich vu gido due dai hgc - t d c gid t r i cam n h d n cua ngudi hgc (Lai vd cde t d e gia, 2012), td day vie't t a t Id GTCN. Cdc n h a n g h i e n edu nhd LeBlanc vd Nguyen (1999), Serenko (2011), Lai va cac t a c gia (2012) eung t h u d n g dp dung trUc tid'p dinh nghia t d n g quat ve gid tri cam n h a n cua khdeh h a n g vdo dich vu giao due d a i hgc md h i e m khi dinh nghia cu the ve nd. R i e n g Alves (2011) dd t h a m k h a o cac nghign cdu n h u vdy vd quy n a p r a n g "GTCN la sU ddnh gid t d n g the t i n h t h d a dung cua dich vu gido due dai hgc dua t r e n sU n h a n t h d e ve n h d n g gi md hg n h d n dupc vd n h d n g gi md hg p h a i bo ra".
Nghien cdu nay sd dung dinh nghia cua Alves (2011). Vd mat do Itfdng, dd'i vdi dich vu gido due dai hge, mdt so' nghien cdu da chdng td rdng thang do bdc 2 Id phd hpp dd do ludng GTCN, vi du nghien cdu eua LeBlanc and Nguyen (1999), Lai vd cdc tdc gid (2012), ngn trong n g h i e n edu n a y GTCN la mdt k h d i nigm bac hai.
Su" thoa mdn cua ngddi hgc ddi vdi dich vu gido due dai hgc
Trong khoa hge ve quan tri kinh doanh, tdn t a i 2 quan diem ve sU thda m a n eua khdeh hdng dd'i vdi cha't lUpng cua dich vu hay san phd"m eua mgt td ehde: ke't qua va qud trinh (Parker vd Mathews, 2001). Trong dd, quan diem qua t r i n h ddpc Oliver (1980) dat ndn mdng bdng ly thuydt "Ky vgng - Xdc n h g n nghich" (expectancy • disconfirmation theo- ry) ddpc nhieu n h a khoa hoc chd'p n h d n nhd't (Cengiz, 2010). Theo Oliver (2010) sd thoa m a n la "sU hdi ddp do dupe dap dng nhu cau cua ngddi tidu dung. Dd la mdt sd phdn xet rdng t i n h n a n g san pham/dich vu, hoac chinh ban t h a n s a n phd'm/dich vu, da cung ca'p (hoac dang eung cd'p) mgt mdc do vui thich vd sd ddp dng nhu cau lign quan dd'n tieu thu, bao gdm trong dd cd cdc mdc do ddp dng nhu eau dudi mdc hode vUpt mdc".
congngi^ n ^ d H HanQ • • •
So 104 •Thang 11/2014 1 1 1
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Do'i vdi dich vu gido due dai hgc, nhdng nghien cdu ve sd thda mdn cua ngUdi hgc (td day ggi t d t Id STM) dd xua't hien td cud'i nhdng ndm 1960 (Abbasi vd cdc tae gid, 2011).
Cung vdi viee chd'p nhdn ngay cdng rdng rai tie'p can ngddi hgc Id khdeh hdng vd quan nigm gido due dai hoc Id mdt n g a n h dich vu, STM eang ngay edng dupe quan tdm nghien edu trong linh vUe gido due (Brochado, 2009).
Du vdy, eho de'n nay vdn cd r a t It dinh nghia cu the vd khdi niem nay trong giao due dai hgc (Sinclaire, 2011). Theo Elliot va Healy (2001), STM Id "thdi dd ngdn h a n dUpc hinh thdnh td vigc ddnh gid ve nhdng thd da hdm thu qua gido due eua ngudi hge" vd "hinh thdnh khi thdnh qua thiJc te' ddp dng hoac vUot qud nhdng mong dpi eua ngUdi hgc".
Theo Wiers-Jenssen vd cdc tdc gia (2002), STM Id "ddnh gid cua ngddi hpc ve cac dich vu ddpc cung ca'p bdi cdc trudng dai hgc vd cao ding". Trong khi dd, Elliott va Shin (2002) dinh nghia rdng "STM de cap de'n danh gid ehu quan ddy thien cam eua ngUdi hoe ve nhdng thu hoaeh vd hdm thu phong phd lign quan dg'n giao due". Nhu vdy, cd thd tha'y dinh nghia cua Elliott vd Shin (2002) Id gan gui nhd't vdi quan didm qua trinh cua Oliver (1980). Chinh vi vdy, nghign cdu ndy sd dung dinh nghia eua Elliott vd Shin (2002).
Anh hddng cua gid tri cam nhdn de'n sd thoa mdn eua ngddi hge ddi vdi dich vy.
dda tgo dgi hoe
Trong khoa hge quan tri eac td ehdc giao due dai hgc, sd Idpng cdc nghien cdu vd md'i quan he gida GTCN vd STM vdn eon khd khigm td'n du md'i lien hg nay dupe quan tdm nghign cdu nhieu trong khoa hgc quan tri cae td chdc kinh doanh (Lai vd cde tac gia, 2012).
LeBlanc vd Nguyen (1999) da t i e n phong xdy dung thang do bac 2 cho GTCN eua sinh vign vd dieh vu ddo tao dai hgc gdm 6 t h d n h phan, nhung khdng nghign edu vd a n h hddng cua GTCN den STM. Serenko (2011) nghien cdu ve STM cua sinh vien vdi cdc chdong trinh ddo tao dai hgc ngdnh dm nhac d Canada,
vdi mdt trong cde bien doc ldp Id GTCN. Ket qua chinh nghien cdu cua Serenko (2011) eho tha'y STM cua sinh vien chiu a n h hddng m a n h me bdi chd't lupng chuong trinh ddo tao, chiu a n h hddng nhe btJi GTCN. Ke thda thang do cua LeBlanc va Nguyen (1999), Lai va cdc tde gia (2012) thde hidn nghien cdu t r e n sinh vien dai hge Trung Qud'c tai Macau, Quang Chdu, Thupng H a i vd Ddi Bdc vd anh hudng cua GTCN de'n STM. Kg't qua nghign cdu cua Lai va cdc t a c gia (2012) eho thd'y GTCN ve dich vu gido due dai hoe gdm 06 t h d n h phan, dd la: gid tri chdc ndng hdu ich, gid tri ehdc ndng k i n h nghiem, gia tri xd hdi, gid tri tinh cam, gia tri tri thde, gid tri dieu kien. Ben eanh dd, STM cua sinh vien phu thude rd't Idn vdo gid t r i chdc ndng hdu ich va gid tri ehdc n d n g kinh nghigm. Ngoai ra, sd n h d n thde ve gia tri cua sinh vien khong cd khac bigt ddng ke gida cdc nhdm khdc nhau vd cde dae thu gidi tinh, n h a n khau hgc vd xa hdi.
Rieng tai Viet Nam, Chu Nguydn Mdng Nggc (2010) da dp dung t h a n g do eua LeBlanc va Nguyen (1999) trong n g h i e n cdu vd GTCN tai TrUdng Dai hpe N h a T r a n g nhUng nghien edu ndy khdng chd t r g n g dg'n md'i quan hg gida GTCN vd STM. Ke't qua nghien cdu cho thd'y t h a n g do cua LeBlanc vd Nguyen (1999) td ra phu hop vdi viec dp dung dd do ludng GTCN tai mgt trudng dai hpe Vigt Nam. Mac du vdy, eho de'n nay vdn cd rd't it cde cdng trinh edng bd' trgn cdc t a p chi khoa hgc vd sd anh hudng cua GTCN dg'n STM dd'i vdi dich vu gido due dai hgc t a i Viet Nam.
Td lich sd n g h i e n edu ve cae khdi nigm GTCN, STM dd'i vdi dich vu gido due dai hpc nhd tren, md hinh n g h i e n cdu ddpc dd xuat d Hinh 1.
Cung td CO sd ly thuyg't neu t r g n , gia thuyg't nghien cdu ddpc de n g h i :
H I : GTCN a n h hUdng tieh cdc de'n STM vd dich vu gido due d a i hge
m congnghe n g a n H d n g
Sd'104'Thang 11/2014
NGHIEN cufu TRAO DOI < « «
Hinh 1: Mo hinh nghidn ciiu de nghi
Phufdng p h a p n g h i e n citu
Thang do edc khdi ni^m nghien edu Td't ca edc khdi nigm nghign edu trong md hinh ddu dUpc do ludng b^ng thang do Likert td 1 (hoan todn khdng ddng y) de'n 7 (hodn todn ddng y) nhd cde t h a n g do nguygn mdu.
Thang do Likert 7 bae se gidp phdn bdc y kig'n ddnh gid cua cde ddp vien chi tie't hon so vdi cdc thang do Likert it hon 7 bae. Thang do khdi nigm gid tri cam n h d n ddpc kg' thda td nghign cdu cua LeBlanc vd Nguyen (1999) vdi 25 big'n quan sdt, gdm 06 t h d n h phan: (i)
"Gid tri ehdc n a n g thie't thuc" the hien sU ddnh gid vd tinh thie't thde, hieu dung cua nd dd'i vdi ngddi hgc khi tim viec 1dm trong tUOng lai eung nhd giup ho dat dupc nhdng nguyen vgng ve nghe nghiep; (ii) "Gid tri ve tri thde"
thd hien sU d d n h gid ve k h a n a n g cua dgi ngu cdn bd, giang vien cua nha trudng trong viec eung cd'p dich vu gido due ed chd't Idpng dg'n ngddi hpc; (iii) "Gid tri hinh anh" the hign sd ddnh gid cua ngddi hoc cho rang hinh a n h cua n h a trddng eo sd lign he gan gui vdi gia tri vdn biing ddpc ca'p; (iv) "Gid tri cam xdc"
the hien sd bay td nhdng t r a n g thdi earn xdc tich cue cua ngudi hge dd'i vdi chuyen nganh hgc; (v) "Gid tri chdc n d n g kinh t e " thd hien sd danh gid cua ngddi hgc dUa t r e n md'i quan hg chi phi - cha't lUpng ve nhdng gi ngddi hgc duoc n h d n khi so vdi nhu'ng phi tdn hg phai bd ra; (vi) "Gid tri xd hdi" t h e hidn sd ddnh gid cua ngddi hgc ve n h d n g loi ich md hg n h d n ddpe td cdc md'i quan h$ xa hdi trong trddng nhd vigc cd b a n be trong ldp, cde dodn the va cdc hoat dpng xd hoi khdc se 1dm tdng t h e m gid tri cho qud t r i n h gido due cua hg. Thang
do khai nigm sU thda m a n dupc kg' thda va hieu chinh lai td nghien cdu eua Wilkins va Balakrishnan (2013) vdi 4 bie'n quan sdt, the hien sU ddnh gid thien cam cua ngUdi hoe vd qud trinh hge t a p tai trUdng dai hge, khien hg cd nhdng hdnh ddng cu thd ung hd cho nhd trudng trong tuong lai. Big'n quan sdt cua cac thang do nay duoc trinh bay trong Bang 1.
Phdang phdp nghien cdu
Nghien cdu ndy dupc thUc hien qua giai doan:
nghien cdu dinh t i n h so bd va nghien cdu dinh luong chinh thde. Nghign cdu dinh tinh dupc thUc hien bang phuong phdp phdng va'n nhdm dd didu chinh vd bd sung bien quan sdt. Cdc cugc phdng vd'n dupe thue bien vdi 02 nhdm, mdi nhdm 05 sinh vien eua BUH.
Ke't qua nghign edu dinh tinh cho thd'y md hinh nghien edu duoc ung hd, ddng thdi thu dupc edc t h a n g do cdc khdi niem nghign cdu ed tdng edng 28 big'n quan sdt (thang do STM cd 01 bie'n quan s a t bi cdc ddp vign de nghi loai bd do t r u n g lap ndi dung), dupe dung dd xay dung b a n g cau hdi chinh thde.
Cd mdu td'i thieu phai gd'p 5 lan sd big'n quan sdt, phuong phdp phdn tich SEM dU kig'n sd dung se ddi hdi cd mdu Idn (Hair vd edc tdc gia, 2010) n e n cd mdu cua nghien cdu dinh lupng se t r e n 500. Nghien cdu dinh Idpng ehinh thde ddpc tie'n h d n h b^ng cdch phdng vd'n sinh vien dai hoc gdm 01 khda ndm thd 3 (khda 27) va 02 khda ndm t h d 4 (khda 25 vd 26) dang hgc tai BUH, Cdc sinh vign ndm 3 vd 4 da t r a i qua t r e n % thdi gian dao tao nen se cd sii ddnh gid tUOng dd'i toan dien ve dich vu gido due dai hge cua BUH. Phuong phdp phdng va'n td quan dupe sd dung. Bang hdi ddpc cdc phdng vd'n vidn phdt tai ky tde xd, tai edc ldp, giai thich ngdn gon vd cudc nghidn edu, sau dd chd ddp vien hoan ta't bdng cdu hdi vd thu lai. Sd' lupng bang eau hoi thu ve ddpc Id 617, t y l e hdi ddp dat 88,14%. Sd'bdng cau hdi dat ydu cau ve tinh hodn ta't, tinh rd rang, tinh nghiem tuc Id 566. Cdn cd theo ty le thue te' gida cdc nganh hge va khda hgc,
Cong nghe n g ^ H HanQ i f V
So 104 'Thang 11/2014 I f i ]
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Bang 1: Cac bie'n quan sat cua thang do GTCN va STM Kv hieu 1 Bie'n quan sat
Thans do GTCN FVEl FVE2 FVE3 EPVl EPV2 EPV3 BPV4 EPV5 SVl SV2 SV3 SV4 EMVl EMV2 EMV3 IVI IV2 IV3 IV4 FVl FV2 FV3 FV4 FV5 FV6
Khi xem xet ve chi phi phai tra cho qua trinh dao tao tai BUH, tdi tin rang BUH da cung ca'p dich vu gido due - dao tao mdt each tUong xdng.
Khi xem xet vd chi phi phai tra cho qua trinh dao tao tai BUH, tdi tin rdng ty le gid cii cha't luong cua dich vu ddo tao tai BUH dat mdc td't.
Toi tin tudng rang BUH da cung ca'p dich vu ddo tao cd cha't lUpng.
Cha't lupng dich vu dao tao ma t6i nhan dupc td giang vien anh hudng dg'n gia tri cQa trinh do hoc va'n toi dat dUOc.
Noi dung khoa hgc/mon hoc anh hudng de'n gid tri cua trinh do hgc vd'n tdi dat dupc.
Sd lupng sinh vign trong ldp hoc co anh hu'dng den gid tri cua trinh dd hpc vd'n tSi dat duoc
Nhdng chi ddn ma toi nhan duoc td giang vien anh hudng de'n gid tri cua trinh do hoc va'n toi dat duoc.
Toi da hgc dupc nhieu kie'n thde mdi trong cdc mon hoc tai BUH.
Khi cac ban toi deu la ban hoc cung ldp, toi cam thd'y hanh phdc.
Khi cdc thanh vien cda khda hgc ddu Id ban hgc eung ldp, tdi cam thd'y khda hgc ha'p ddn hon.
Lara viec theo nhom trong sinh boat - hoc tap tai BUH cd tdc ddng tieh cUc ddn gid tri cua trinh do hoc va'n toi dat duoc.
Cac boat dgng phong trao, cong tac xa hdi, hoat dgng tinh nguyen . tai BUH giup vi§c hgc tdp, rfen luyen cua toi trd nen hdp ddn hcfn.
Toi thich hgc ngdnh hge hign nay tai BUH,
Toi vui mdng vdi quye't dinh lira chon cac mon hgc trong nganh hoc hien nay tai BUH.
Gia tri ciia trinh dp hpc va'n tdi dat dupc phu thugc vdo nd ldc cd nhan-.Gua-feoi, Toi da duoc nghe nhdng nhan xet tich cUc ve BUH.
Danh tie'ng cua BUH co anh hudng de'n gia tri bang cd'p cua ngUdi hoc.
Hinh anh cda BUH cd anh hudng den gia tri bang ca'p cua ngudi hoc.
Toi tin rang cdc nha tuyen diang nhan xet mgt each tich eUc ve BUH.
Bang tot nghiep cua cac nganh hgc tai BUH giup ngUdi hoc nhdn dupc mdc luong tdt khi di lam.
Bang tdt nghiep tai BUH giup ngudi hoc dat dUOc muc tieu nghe nghiep cua minh Kien thde tiep thu dupc qua qud trinh ddo tao tai BUH se gidp ngudi hoc thang tien.
Toi tm rang cdc don vi tuyen dung quan tam de'n vigc tuydn dung ngUdi hoc tdt nghiSp tai BUH,
Bang tdt nghiep tai BUH la mdt su diu tu tdt cho bdn thdn toi
Tiep tuc hgc len dai hgc tai BUH thi tdt hon la di lam ngay sau khi hodn tat bac hoe trung hoc phd thdng.
Thang do STM TMl TM2 TM3 Ghi chu
BUH ia CO so dao tao md toi mudn gidi thieu cho ban be, ngudi quen.. cua minh khi ho can den dich vu dao tao dai hoc
BUH Id lira chgn hdng dau cua tdi khi tdi can de'n cdc dieh vu ddo tao dai hoe Toi khdng cd than phien gi ve dich vu ddo tao dai hoc tai BUH
Cac bign bi loai trong qua trinh phan tich EFA: FV6, EPV3, EPV5, EMV3 Cdc bien hi loai trong qua trinh phdn tich CFA: IVI, FV3, FVl, IV4, FV4 FV5
m ngan hang
NGHIEN CUu TRAO DOI « < «
546 bang khdo s a t da dupc n h a p dd ligu hoan chinh t r e n p h i n mem SPSS 16.0.
Cde phdong phdp hg so t m cay Cronbach's alpha, phan tich nhan to' kham phd (EFA - Exploratory Factor Analyses), phan tieh nhdn td khang dinh (CFA - Confirmatory Factor Analysis) va phan tich md hinh ca'u true tuyg'n tinh (SEM - Structural Equation Modeling) dupc sd dung dd phan tich dd ligu vdi mdc y nghia 5%. Theo Hair vd edc tdc gia (2010) thi cde chi tieu danh gid se nhd sau:
kg vd dat gid tri bdi tu ng'u trong sd ehuan hda (^CFA^ > 0,5 CO y nghia thd'ng kg; dat tinh dOn nguyen ng'u sai so' cua cde bien quan sat trdn md hinh CFA khong tUong quan vdi nhau.
K e t qua n g h i e n cu'u va t h a o l u a n Ke't qud nghien cdu
- Thang do sd bd dat dd tin cdy ne'u a > 0,6 vd tdong quan big'n - tdng cua tdng bie'n quan sdt (TQBT) > 0,3.
- Phan tich EFA la thich hpp ndu gid tri p eua kidm dinh Bartlett (Bartlett-p) < 0,05; sd lupng nhan td cua thang do trich ddpc tai gid tri rigng (GTR) > 1; thang do so bd dat tinh don hudng, gid tri hoi tu va gid tri phan biet ng'u trgng s6' nhdn td cua bien quan sdt 0\pp) > 0,3 (mde tdi thieu dd bid'n quan sdt ddng gdp vdo viec giai thich nhdn td) va tdng phdOng sai trich (TVE^^^) > 50%.
- Mo hinh CFA vd SEM phu hpp tdng quat vdi da lieu ne'u: CFI, TLI, GFI deu Idn hon 0,9; X/df<3, R M S E A < 0 , 0 8 .
- Trong phan tich CFA, thang do dat do tin cdy va la mdt thang do td't neu he sd tin cay tdng hpp (p^) > 0,5 va tdng phdOng sai trich (TVE^j,^)
> 50%; dat gid tri phdn biet ne'u he so' tuong quan gida cdc khai nigm khae 1 cd y nghia thd'ng
Kieh thudc mdu cua nghign cdu la 546, trong do cd 365 nd vd 181 nam. Viec tig'n h a n h kiem sodt mdu xuygn sudt qud trinh phdng vd'n da giup CO ca'u mdu nghien cdu phu hop vdi eo Cronbach's cd'u thuc te' vd so' lupng sinh vign gida cdc nganh hgc vd khda hgc, ddng thdi thda mdn ygu eau ve kieh thude mdu to'i thidu. Ddc diem eua mdu nghign edu thd hien trong Bang 2.
Bdnh gid sa ho vd kiem dinh thang do cdc khdi niem nghien cdu
Diu tien, cac t h a n g do duoc danh gia so bd.
Dd'i vdi t h a n g do GTCN, qud trinh ddnh gid dp tin cdy t h o n g qua he so' Cronbach's alpha da lan lupt loai bd 04 bie'n quan sat, sau do qud t r i n h p h a n tich EFA tie'p t u c l o a i bd 02 bie'n quan sdt thi t h a n g do so bp dat ygu cau do ludng. Ddi vdi thang do STM, ke't qua ddnh gia da tin cay thdng qua he sd tin cdy Cronbach's alpha vd bang p h a n tieh EFA cho thd'y thang do d a t yeu ciu, khdng co bie'n ndo bi loai.
Tie'p theo, cac t h a n g do duoc kiem dinh dp tin eay vd gid tri. Thang do GTCN dope tien h d n h kidm dinh t r g n md hinh CFA gdm 06 t h a n h p h i n cua nd, trong khi dd thang do Bang 2: Dac diem ciia mau nghien ciiu
Nganh He thong thong tin quan ly K6' toan - Kiem toan Ngon ngii Anh Qudn tri kinh doanh Tai chinh - Ngin hang T5ng c6ng
So' sinh vien (ngUdi) K25
7 42 11 33 105 198
K26 8 41 10 32 91 182
K27 4 38 13 27 84 166
Tong 20 121
34 92 280 546
Ty le (%) K25
1,34 7,67 2,04 6,06 19,28 36,39
K26 1,52 7,64 1,86 5,83 16,63 33,38
K27 0,73 6,87 2,34 4,97 16,32 30,23
TSng 3,59 22,08
6,24 16,86 51,23 100 Ngudn: K^t qud xii ly da lieu cila nghien ciiu
e ngan hang pfn
> » » NGHIEN cuu TRAO DOI
STM la mdt thang do don hudng n g n se dupc kiem dinh trong md hinh tdi h a n . Qud trinh phdn tieh CFA eho tha'y t h a n g do GTCN cd 04 big'n quan sdt tig'p tue hi loai. Nhd vdy, sau qud trinh ddnh gid vd kiem dinh, thang do GTCN CO su td hpp lai bie'n quan sdt so vdi md hinh ly thuyg't nguyen thuy, rut trich dupe 06 n h a n td hinh t h d n h thang do GTCN chinh thde cud'i eung. Cdc n h d n to' cua thang do GTCN dupc ddt tgn lai nhu sau: gid tri tri thde (GTTT) cd 03 bie'n quan sat, gid tri hinh anh (GTHA) ed 02 bie'n quan sat, gid t r i chdc ndng kinh td (GTCNKT) ed 03 bie'n quan sdt, gid tri cam xue vd nidm tin vdn b^ng (GTCX- NTVB) cd 03 bid'n quan sdt, gid t r i quan he ban hge (GTQHBH) ed 02 big'n quan sdt vd gid tri boat ddng xd hdi (GTHDXH) cd 02 big'n quan sdt. Dd'i vdi thang do STM, qud trinh phdn tich CFA eho tha'y khdng cd big'n quan sdt hi loai, thang do chi cd 01 nhdn td'. Cdn cd vdo tidu chuan danh gid, ke't qua
phdn tieh CFA (Bang 3, Hinh 2 va Hinh 3) cho tha'y cde t h a n g do GTCN va B T M ddu dat dp t i n eay cua m d t t h a n g do td't; d a t gid tri phdn bidt, tinh don nguyen va gid t n hdi tu.
Td kg't qua ddnh gia t h a n g do, cdc thanh p h i n eua t h a n g do GTCN trong md hinh nghien cdu ddpc dieu chinh theo Hinh 4 vd gid thuyet la H I : GTCN a n h hddng tich cdc dg'n STM vd dieh vu giao due dai hge.
Kiem dinh mo hinh vd gid thuyet nghien ciiu
Td ke't qud ddnh gid, k i e m dinh cdc thang do, md hinh nghien edu ddpc dilu ehinh lai nhu Hinh 4, gid thuyg't nghign cdu HI dupc gid nguygn. Cdn cd vdo tigu chu^n ddnh gia, ke't qud p h a n tich SEM (Hinh 5) cho thay md hinh ly thuye't d a t do tdOng thich vdi dd lieu. Kg't qud ddc lUpng (Bang 4) cho thd'y H i n h 2: Ke't q u a CFA
e h u a n h o a t h a n g d o GTCN
H i n h 3: K e t q u a CFA c h u a n h o a m o h i n h tdii h a n Chi-sqiiare = 182 856; df = 75, P = .000. Chi-square/df = 2 438,
GFI= 959, TLI = 943. CFI = 959, RMSEA = .051 Chi-square = 306 524, df = 114;? = ,000, Chi-square/df = 2 689;
GFI - 943, TLI = ,929, CFI = 947, RMSEA = 056
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Cong nghe n g S I I H d H gNGHIEN ClJU TRAO Ddi « « <
Bang 3: Ke't qua danh gia va kiem dinh cac thang do
T h a n g d o B i e n q u a n s a t
E F A
^ E F A GTR TVE
CFA
^ F A M i i c y
n g h i a Po TVE
(%)
C r o n b a c h ' s a s a u CFA T Q B T a
A. T h a n g do GTCN GTHDXH
G T Q H B H
GTHA
GTCNKT
GTTT
GTOX-NTVB SV3 SV4 S V l SV2 IV2 IV3 F V E l F V E 2 F V E 3 E P V l EPV2 E P V 4 E M V l EMV2 FV2
0,686 0,832 0,779 0,878 0,529 0,410 0,773 0,924 0,563 0,735 0,829 0,691 0,707 0,837 0,431
1,108 52 0,858 0,674 0,714 0,945 0,709 0,720 0,724 0,866 0,679 0,717 0,804 0,710 0,716 0,823 0,604
0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0.000 0,000 0,000 0,000 0,000 0,000
0,744
0.822
0.676
0.803
0.788
0,761 59,5
70,1
51,1
57.8
55.5
51.8 0.578 0.578 0.674 0.674 0.511 0.511 0.628 0.718 0.574 0.604 0.672 0.594 0.601 0.654 0.492
0.730
0.805
0.675
0.794
0.783
0.750
B. T h a n g do STM T M l T M 2 T M 3
0,768 0,948 0,698
2,177 61,5 0,800 0,900 0,627
0,000 0,000 0.000
0.824 61.4 0.656 0.751 0.551
0.800
Hinh 4: Mo hinh nghien cu'u d i e u chinh
m6'i quan he gifla hai khSii n i e m gia tri cam nhSn v^ sir thoa m a n cd y nghia thS'ng kg d d6 tin cSy 95%. NhiJ vay, cac do liTcfng da co mo'i lign h$ vdi nhau nhi/ da ky vong ve m a t ly thuye't n e n c^c t h a n g do trong m6 hinh nghign cilu chinh thiJc deu d a t gid tri lign he ly thuyg't (Churchill v^ lacobucci, 2010).
De kiem t r a tinh tin cay cua cac Udc liTcfng trong p h a n tich SEM, phUdng p h a p bootstrap
ddffc dp dung (Schumacker vk Lomax, 2010).
So lircfng mSu l a p lai td'i thieu la N = 1.000 (Efron va T i b s h i r a n i (1993) trich trong Qumsiyeh (2013)). Kg't qua Lfdc lugng (Bdng 5) cho thd'y dp chech va sai so' chud'n cua do chech giUa udc lugng bootstrap vdi Udc lugng maximum likelihood (ML) trong phdn tich SEM tuy cd xua't hign nhung khong Idn vd k h d n g cd y nghia thd'ng k e . Nhu vay, cdc udc lugng t r o n g p h a n tich SEM la dang tin cdy (Nguyin Dinh Thg va N g u y i n Thi Mai Trang, 2011).
Cud'i cung, gia thuye't n g h i e n cUu H I dugc k i e m dinh. Ke't qua p h d n tich SEM (Hinh 6) cho thd'y he so' hdi quy chUa chudn h d a cua md'i quan he G T C N ^ T M Id 2,93 cd y n g h i a thd'ng ke (gia t r i p < 5%). NhU vdy, Cong nghe H g d H H a n g P V I
So 104 •Thang II/2OI4IIJ
> » » NGHIEN cufu TRAO BOI
STM Id mdt thang do don hudng n e n se dugc kiem dinh trong md hinh tdi h a n . Qua trinh phdn tich CFA cho thd'y t h a n g do GTCN cd 04 big'n quan sat tie'p tuc hi loai. Nhu vdy, sau qud trinh ddnh gid va kiem dinh, thang do GTCN cd su td hgp lai bie'n quan sat so vdi md hinh ly thuyg't nguydn thuy, rut trich dugc 06 nhdn to' hinh t h a n h thang do GTCN chinh thUc cud'i cung. Cac n h d n to' cua thang do GTCN dugc ddt t e n lai nhu sau: gid t r i tri thUc (GTTT) cd 03 bie'n quan s a t , gia tri hinh a n h (GTHA) cd 02 bid'n quan sat, gid tri chUc ndng kinh ti (GTCNKT) cd 03 bien quan sdt, gid tri cam xue va niem tin van bang {GTCX- NTVB) cd 03 big'n quan sdt, gid t r i quan hg ban hgc (GTQHBH) cd 02 big'n quan sdt vd gid tri hoat ddng xd hdi (GTHDXH) cd 02 bie'n quan sdt. Dd'i vdi thang do STM, qud trinh phdn tich CFA cho thd'y khdng cd bie'n quan sdt bi loai, thang do chi cd 01 nhdn to'. Cdn cU vao tieu chu^n ddnh gid, ke't qua
phdn tich CFA (Bang 3, Hinh 2 vd Hinh 3) cho tha'y cdc t h a n g do GTCN vd S T M deu dat dd tin c4y cua m d t t h a n g do td't; dat gid tri p h a n bidt, tinh dun nguygn va gia t r i hdi tu, TU kg't qud ddnh gid t h a n g do, cac thdnh phdn cua t h a n g do GTCN trong md hinh nghien cUu dUge dieu chinh theo Hinh 4 vd gia thuyg't Id H I : GTCN a n h hudng tich cUc de'n STM ve dich vu gido due dai hgc.
Kiem dinh mo hinh vd gid thuyet nghien edu
TU kg't qua d a n h gid, ki^m dinh eac thang do, md hinh nghidn cUu dugc d i l u chinh lai nhu Hinh 4, gia thuyg't n g h i e n cUu HI dUgc giD nguyen. Cdn cU vao tieu ehuan ddnh gid, kg't qud phdn tich SEM (Hinh 5) cho thd'y md hinh ly thuyg't d a t dd tUcfng thich vdi dd lieu. Ke't qua Udc lugng (Bang 4) cho thd'y Hinh 2: K e t qua CFA
c h u a n h o a t h a n g do GTCN Chi-squarc = i 82 856; df = 75; P = 000, Chi-square/df=2 438,
GFI= 959,TU = ,943.CFI= 959, RMSEA = .051
H i n h 3: K e t q u a CFA c h u a n h o a m o h i n h tdri h a n Chi-square = 306 524. df= 114.?= 000; Chi-square/df = 2 61
GFI = 943 TLI = 929, CFI = .947, RMSEA = .056 e l . E P V 1 ^ ^ , „
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.Sii'104 "Thiing 11/2014
NGHIEN CtfU TRAO DOI « < «
T h a n g d o
B a n g 3 ; Ke't q u a d a n h Big'n
q u a n s a t
g i a v a E F A
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0,686 0,832 0,779 0,878 0,529 0,410 0,773 0,924 0,563 0,736 0,829 0.691 0,707 0,837 0,431
1,108 52 0,858 0,674 0,714 0,945 0,709 0,720 0,724 0,866 0,679 0,717 0,804 0,710 0,716 0,823 0,604
0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0.000 0,000
0,744
0,822
0,676
0,803
0,788
0,761 59,5
70,1
61,1
67,8
56,5
61,8 0,578 0.578 0.674 0.674 0.611 0,611 0,628 0,718 0,574 0,604 0,672 0,594 0.601 0.654 0,492
0,730
0,805
0,675
0,794
0,783
0,750
B. T h a n g do STM T M l TM2 TM3
0,768 0,948 0,598
2,177 61,5 0,800 0,900 0,627
0,000 0,000 0,000
0,824 61.4 0,666 0,761 0,551
0,800
Hinh 4: M6 h i n h n g h i d n ciiu d i e u c h i n h
mo'i quan he giifa hai k h a i nigm gia tri cam nhSn v^ SLf thoa m a n co y nghia thd'ng ke d do tin cSy 95%. NhU va:y, cac do iLf&ng da cd m6'i lien he vdi nhau nhii da ky vpng ve m a t ly thuyg't n e n cdc t h a n g do trong m5 hinh nghien cd'u chinh thiJc d^u d a t gid t r i lign he Iy thuye't (Churchill va lacobucci, 2010).
De kiem tra t i n h tin cdy cua cac \S6c liJong trong phSn tich SEM, phUdng p h a p bootstrap
difgc a p dung (Schumacker va Lomax, 2010).
So' Itfcfng m§u l a p lai t^i thieu la N = 1.000 (Efron va Tibshirani (1993) trich trong Qumsiyeh (2013)). Ket qua Udc lugng (Bang 5) cho tha'y do chech va sai so' chud'n cua do chech giUa Udc lUOng bootstrap vdi Udc lugng maximum likelihood (ML) trong p h a n tich SEM tuy cd xusLt hien nhUng khong Idn vk k h o n g cd y n g h i a tho'ng k e . Nhif vay, cdc Udc lugng t r o n g p h a n tich SEM la ddng tin cdy (Nguygn Dinh Tho va Nguyen Thi Mai Trang, 2011).
Cud'i cung, gii. thuye't n g h i g n cUu H I dUOc kie'm dinh. Ke't qua p h d n tich SEM (Hinh 6) cho thd'y he so' h d i quy chUa chud'n h d a cua moi quan hg G T C N ^ T M Id 2,93 cd y nghia thd'ng ke (gia t r i p < 5%). NhU vay, Cong nghe H g ^ H H d H g P V 1
So 104 'Thang 11/2014 U i
> » » NGHIEN CiJfU TRAO DOI
Bang 4: Kiem dinh mo'i q u a n h^ giu'a cac k h a i n i ^ m t r o n g m o h i n h n g h i e n citu Mo'i q u a n h^
TM <--> GTCN
H ^ s o til'tfng q u a n 0,8164
G i a tri k i ^ m d i n h 8,0270
M i i c ^ n g h i a 0,0000 Bang 5: Kg't q u a itdc li^dng b o o t s t r a p so v^i xtdc litcfng m a x i m u m likelihood (ML)
M6'i q u a n h $
TM <—GTCN
M L R 0,8164
SE 0,149
B o o t s t r a p E
0,8149 SE 0,0366
SE(SE) 0,0008
B i a s -0,0015
SE(Bias) 0,0011
CR -1,363 Ghi cha. R Id he sd tiUmg quan. SE Id sai sd chuSn, SE(SB) Id s
sd chudn cda do ch^ch vd CR Id gid tri tdi han
H i n h 5: K e t q u a SEM k i e m d i n h m o h i n h Chi-square = 239 110, df = 119, P = ,000; Chi-square/df = 2 009;
GF1 = ,955.TLI= 958, CFI = ,967, RMSEA = 043
] chudn cua sai sd chudn. Bias la do chech, SE(Bias) Id sai
H i n h 6: K e t q u a S E M k i e m d i n h g i a t h u y e ' t Chi-square = 239 110dr= 1I9,P= 000, Chi-square/dr= 2 009.
• GF1= 955; TLI = 958. CFI = 967, RMSEA = 043
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gia thuyS't H I dune c h a p n h a n . Ket qua ph4n tich SEM cua nghien ciJu n i y (Hinh 6) c6n cho t h a y . trong 06 t h a n h p h a n cua gi^
tri cam n h a n , t h a n h p h d n gid tri cam xiic va ni^m tin vSn b&ng cti t r o n g s6' t a i n h § n to' cao nha't (0,90), sau dd 14 t h a n h p h a n gia tri chiJc n i n g kinh te cd t r p n g so t a i n h a n to' cao thil hai (0,77), c4c t h S n h p h a n cdn lai deu cd t r o n g sd' t a i n h S n td' kha tha'p, cao nha't la 52% ( t h a n h p h i n gia t r i hinh a n h ) .
Phdn tich cau true da nhom Anh hudng cua GTCN de'n STM duac danh gia theo cac bie'n phSn n h d m gSm gidi tinh, n g i n h hgc va k h d a hpc. KS't qua p h a n tich ca'u t n i c da n h d m doi vdi md h i n h khd biS'n va ba't bie'n (tdng p h a n ) theo tiing bie'n phSn n h d m duoc t r i n h bay d B a n g 6 cho tha'y: (i) Dd'i vdi n g a n h hpc, md h i n h b a t bie'n tirng p h a n dUdc chpn do sil k h a c biet giQa gia tri cua 02 md h i n h k h o n g cd y nghia thd'ng ke
E Cong nghe n g B i i K a o g
So 104'Thang 11/2014
NGHIEN cufu TRAO DOI « < «
B a n g 6: Ke't q u a k i e m d i n h dd'i vdi mo h i n h k h a bie'n va b a t bie'n t h e o bie'n p h a n n h o m Big'n p h a n n h o m
NgSnh hoc
Kh(Sa hoc
Gidi t i n h
M o h i n h K h a bien B a t bie'n Gid t n k h a c biet K h a big'n BUft bie'n Gid t r i khdc biet K h a bign Ba't bign Gia t r i khdc biet
t
392,742 393,543 0,801 540,539 550,215 9,676 388,855 391,431 2,576
So b a c t i l d o (df) 238 239 1 357 359 2 238 239 1
Mile y n g l i i a 0 0 0,371
0 0 0,008
0 0 0,108
CmiJc y nghia la 0,371 > 0,05); (ii) Doi vdi khda hoc, mo h i n h k h a big'n duac chon do sii khdc biet giCfa gid tri cua 02 md hinh cd y nghia tho'ng ke (mile y nghia la 0,008
< 0,05); (iii) Dd'i vdi gidi tinh, md hinh bat big'n tCfng p h d n daac chpn do sif khac bi§t giiJa gid tri cua 02 md hinh khdng cd y nghia thd'ng ke (mdc y nghia la 0,108 > 0,05). N h a v^y, md'i quan he giiJa GTCN va STM khdng cd su khdc biet giUa cac n g a n h hoc vd gidi t i n h nhifng cd sU k h a c biet giUa cac khda sinh vidn n a m thii 4 va n a m thU 3. Kg't qua kiem dinh md'i quan he giaa GTCN v^ STM (Bang 7) cho tha'y: (i) GTCN a n h hUdng cd y nghia thd'ng ke de'n STM dd'i vdi sinh vign hgc khda 25 va khda 26, nhifng khdng cd a n h hudng cd y nghia thd'ng ke dd'i vdi sinh vign khda 27 d mUc y nghia dUdi 17%; (ii) GTCN
a n h hudng cd y nghia thd'ng kg de'n STM dd'i vdi sinh vign nil cung nhU sinh vign nam (theo bie'n gidi tinh) va d t a t ca cdc ngdnh hpc (theo big'n nganh hpc) mUc y nghia dUdi 1%. Nhif vay, GTCN chi a n h hudng de'n STM dd'i vdi cdc sinh vien da hoc de'n ndm cud'i, cdn cdc sinh vien mdi hpe dg'n ndm thd 3 thi md'i quan he nay la chUa rd rang.
T h a o l u a n v^ ke't q u a n g h i e n cu!u Trong nghign cdu nay, GTCN \k khdi niem bac 2 cd 06 t h a n h p h a n va STM la khdi niem bac nha't, chung dUgc ke' thUa, hieu chinh tlf t h a n g do cua LeBlanc vd Nguyen (1999) vd tu t h a n g do cua Wilkins va Balakrishnan (2013). T a i V i e t Nam du da cd cdc n g h i g n cda ve GTCN song cdc n g h i e n cUu dd siJ B a n g 7: Ke't q u a k i e m d i n h mo'i q u a n he givfa GTCN va STM t h e o bie'n p h a n n h o m
M6'i quan h e
TM <--> GTCN Chi tieu
UL S E OR P
Gidi t i n h K h a bie'n
NB
3,829 0,945 4,052 0,000
N a m
2,286 0,442 5,178 0,000
Ba't bien
Ta't ca
2,908 0,437 6,651 0,000
N g a n h hoc K h a bie'n TSi chinh n g a n h a n g 2,707 0,505 5,364 0,000
K h a c T a i c h i n h
n g a n h a n g 3,673 0,978 3,757 0,000
Ba't bie'n
Ta't ca
3,020 0,463 6,521 0,000
lOioa hoc K h a bie'n
K25
1,909 0,366 5,233 0,000
K26
3,152 0,793 3,977 0,000
K27
9,614 7,011 1,371 0,170
B a t bie'n
Ta't ca
3,020 0,463 6,521 0,000 Ghi chii: UL la udc luang. SE la sai lech chudn, CR Id gid tri tc/i han va p la n
Cdng nghe l i g a i l H d n g P f l So'104 'Thang II/2O14I1J
NGHIEN CUTU TRAO Ddi
dung cac thanh phan do lUdng khdi niem GTCN nhu Id big'n dgc lap chd khdng xdy dung m6 hinh SEM vdi GTCN la mdt khai niem bac cao, trong khi dd nghien cdu nay thuc hign kidm dinh md hinh cd'u true ve a n h hudng cua GTCN de'n STM vdi md hinh do ludng GTCN Id thang do bdc hai. Ke't qua eua nghien cdu ndy ddng gop t h e m bang chdng k h i n g dinh thang do da hddng cua khdi niem GTCN Id phu hap vdi linh vUc dich vu gi- do due dai hpc. Do dd khi van dung GTCN vao cdng tdc quan tri trUdng dai hpc, cdc nhd quan tri can do lUdng nd trgn nhi^u phdang dien, m6i phucfng dign se cd sU ddng gdp nhd't dinh vdo tdng the GTCN. Khdi niem GTCN trong nghign cdu ndy dupc k h i n g dinh gom 06 thdnh phan Id: (i) Gid tri tri thde; (ii) Gid tri hinh ^nh; (iii) Gid tri chdc ndng kinh tg';
(iv) Gid tri cam xue vd niem tin vdn bang;
(v) Gid tri quan hg b a n hpc; (vi) Gid tri boat ddng xd hdi, trong dd 03 t h a n h phan (gid tri cdm xue vd niem tin van bang, gia tri lien kg't ban hgc, gid tri hoat dgng t a p the - xd hdi) cd sU khac biet vdi cac t h d n h p h i n eua thang do nguygn thuy cung nhu mdt sd nghien cdu da dupc tig'n h d n h tai Viet Nam. Su thay ddi trong md hinh do ludng ndy Id ti^n dl ggi md eho eae nghien cdu tig'p theo de kiem chdng, khang dinh gid tri cua thang do GTCN cd ca'u true mdi dupc hinh t h d n h .
Ve mat md hinh l;y thuyet, kg't qua phan tich SEM trong nghien cdu nay cho tha'y, co md'i quan he cung chieu giUa GTCN va STM (p = 0,82) vdi dd lidu thu t h a p tai BUH. NhU vay, nghign cdu ndy da ddng gdp t h e m bang chdng thue nghigm khang dinh GTCN ddng vai trd la t i l n d l (antecedent) trdc tie'p anh hddng de'n STM cua khach hang trong Hnh vdc dich vu noi chung va ngUdi hpc ndi rieng trong linh vifc dich vu gido due dai hpc. Dilu nay phu hpp vdi kg't qua nghien ciiu eua rd't n h i l u nhd nghign cdu trUdc ddy, vi du nhu cac nghien cdu cua Spiteri va cac tdc gia (2004), Lai va cdc tdc gia (2012).... Cung vdi cdc nghien cdu khdc cua Chu Nguygn Mdng Nggc (2010), P h a m Xudn Lan va Huynh Minh Tam (2012) . da ddng gop thgm
bang chdng thUc nghigm cd y nghia tai Vigt Nam vao he thd'ng cde cdng t n n h khoa hoc ve md'i lien h$ trUc tiep giCa GTCN va STM.
Trong nghign cUu nay, kg't qua p h a n tich cd'u true da nhdm cho thsiy khdng cd sU khdc biet cd y nghia thd'ng kg v l a n h hUdng cua GTCN dg'n STM gida cdc n g d n h hgc k h d c nhau cung nhd gida hai n h d m gidi t i n h nam va nd. Phat hien nay cho t h a y GTCN va STM ddpc hinh t h d n h tu cdc n g u I n ldc ddpc sd dung chung trong toan t6 chdc de cung dng dich vu gido due dai hpc chd k h d n g p h a i la cdc nguon luc dupc sd dung r i e n g t a i cdc khoa chuyen ngdnh hay cdc ngudn life cd sU phu hpp vdi dae thu gidi t i n h . Dieu n a y tuung ddng vdi ke't ludn cua mdt so' n g h i e n cdu trdde ddy r a n g dg^ sdng t a o gid t r i cho khdeh hdng, cac nguon ldc e i n dddc quan tri, kg't hpp, ddng bd hda va khai thde t r o n g mdt tie'n trinh quan tri cd t i n h chid'n lupc (Clulow va cdc tdc gia, 2007). Do vdy, can cd n h d n g nghign edu trong tdUng lai v l sU dau tU cdc ngudn life cua td chdc trong viec s a n g tao GTCN.
Nghien cdu ndy cung cho thd^y a n h hudng cua GTCN de'n STM cd sU k h d c b i e t cd y nghia thd'ng kg gida cdc k h d a ddo tao, cu t h i la ddi vdi sinh vign n a m t h d 3 t h i GTCN khdng co SLf a n h hudng ed y nghia thd'ng kg de'n STM d mde y nghia dUdi 15%, cdn dd'i vdi sinh vien n a m thd 4 thi GTCN cd sU a n h hUdng ed y nghia thd'ng ke de'n STM d mdc y nghia dUdi 1%. Dieu ndy cd t h e giai thich Id do ngUdi hgc chua cd t r a i nghigm ddy du ve k h d a hgc va n g h i nghiep tdang lai cua hp, Dich vu cd ban chd't Id mdt qud t r i n h , cho ngn khdeh hang khdc chi cd dupe GTCN khi da thu hddng t r p n ven dich vu, tdc qua t r i n h cung dng dich vu p h a i h o a n ta't. Giao due dai hpc cung Id mpt dich vu, qud t r i n h cung Ung dich vu ndy chi hodn td't khi sinh vign hodn td't t h d i gian dao tao vd sdn sdng t d t n g h i e t r a n g Do vay, sinh vien cung chi cd dupc d i y du GTCN khi da hodn td't thdi gian ddo tao vd sdn s a n g tdt nghiep, luc dd GTCN mdi p h d t huy d i y du a n h hudng dd'n STM. P h a t hign ndy mang lai
23
Cong nghe 1 1 ^ 3 1 1 h a i l ^ So 104 •Thang 11/2014NGHIEN cufu TRAO DOI < « «
hai hdm y sau day: (i) Khi qud trinh cung dng dich vu dang dign ra t h i khdeh h a n g chua cd dupc trpn ven GTCN; (ii) Cdc nhd cung dng n e n chd t r g n g thie't kg' dich vu sao cho khdeh h d n g thu hudng t r g n g ven dich vu trong quy thdi gian cho p h e p cua hp, h a m y ndy ung hd phdt hign cua Heinonen (2004) rdng thdi gian cung dng dich vu cd a n h hudng dg'n GTCN eua khdeh h a n g .
Nhdng kg't qua thu dupc trong nghign cdu ndy gpi y rang edc trddng dai hpc c i n quan tdm phdt huy cdc yeu to" t h a n h p h i n cua GTCN a n h hudng tfch cUc de'n STM va khac phuc cdc t h a n h p h i n a n h hudng thieu tich cUc. Trong bd'i canh nen vdn hda Vigt Nam, nai md bSng cd'p v i n n h d n ddpc sU coi trpng cua xa hdi thi cdc bign phdp quan tri giup mang lai cam xdc tich cue cho ngUdi hpc vd eung cd' nidm tin vdng c h i c ve trien vpng n g h i nghigp lign quan de'n b^ng ca'p cua nganh hoc dupc dao tao tai trUdng dai hgc ngn dUpe Uu tign thUe hign hdng diu. Trong mdt n i n kinh tg' thude nhdm nude cd thu n h a p binh quan dau ngUdi chua cao nhU Viet Nam, thu nhdp cua s6' ddng ngUdi ddn vdn chda du du da de chi tieu thoai mdi cho cdc dich vu nhd y te', du lich, gido due... thi eac quye't dinh tigu dung cua ngddi dan dd'i vdi cac dich vu ndy vdn ddt ndng ve su tuang xdng gida cdi dupe va edi ma't (vi du nhu ehi phi sd dung dich vu). Do vdy, cac trUdng dai hpc nen chu y den cdc bien phdp quan ly nhdm cung eo', p h a t huy gid tri chdc ndng kinh tg' vd dat tinh Uu tien d vi tri thd hai. Cac trddng dai hoc cung c i n cung cd', phdt huy gid tri hinh anh. Dilu nay hoan todn phu hop vdi thuc t i l n vi cho de'n hien nay edng tdc t r u y i n thdng, xay ddng hinh a n h t a i nhieu trddng dai hgc Viet Nam vdn chda dugc thde hien dung mdc vd hieu qua. Cud'i cung, cdc trudng dai hpc n e n chd trpng cai thien, ndng eao gid tri tri thde trong GTCN, bang viee ndng eao chat lUpng dieh vu giao due, hdm Idpng tri thde khoa hpc cua chdang trinh ddo tao, t r i n h dp dpi ngu giang vien...
Khi dd'i chieu vdi nhdng b a t cap, tdn tai cua giao due dai hpc Viet Nam lien quan dd'n khia
canh hpc thudt, phuung phdp g i i n g day, trinh dp khoa hpc eua giang vign.... dd dupe dUludn, cdc nhd khoa hpc, cac nhd quan ly phan a n h trong thdi gian qua thi ke't qua thu ddpe cua nghien cdu nay la hodn todn phu hop.
K e t l u a n v a h a m y c h i n h s a c h DUa t r e n ly thuyg't v l gia tri khdeh hdng vd cdc nghign cUu dd cd, nghign cdu nay chgn hddng tie'p can tU gdc do khach hdng de xem xet sU a n h hudng cua GTCN dg'n STM tai BUH. Nghien cdu nay da thu dUcfc cdc kg't qua ddng chu y ve mdt do lUdng, md hinh 1^
thuye't va mang lai mpt sd' h a m y dang quan tdm cho cac nhd quan tri tai cdc trUdng dai hpc Viet Nam. Nghign cdu n a y k h a n g dinh GTCN trong dich vu gido due dai hgc Id mdt khdi n i e m bdc hai vdi 06 t h a n h p h i n la: (i) Gid tri tri thde; (ii) Gid tri hinh anh; (iii) Gid tri chdc n a n g kinh tg'; (iv) gid tri cam xue vd n i l m tin van bdng; (v) Gid tri quan he b a n hpc; (vi) Gia tri boat ddng xa hdi. GTCN a n h hudng ed y nghia thd'ng kg cua dg'n STM do'i vdi dich vu gido due dai hgc. Ben canh do, a n h hudng cua GTCN dd'n STM la nhu nhau gida cdc nganh hpc va gidi tinh nhung khdc nhau gida cdc sinh vign d cud'i ndm t h d 4 vd cdc sinh vign dang hgc ndm thd 3, Kg't qua p h d n tich SEM cua nghign cdu ve su ddng gdp eua cdc t h a n h p h i n vdo tdng a n h hudng cua gid tri cam n h a n de'n sif thoa m a n gpi r a mdt so' va'n de ma cde nha quan ly t a i eac t r u d n g dai hpc can chu y trong vigc xay dung lpi the' eanh t r a n h : (i) Can chu y n a n g eao c h a t luong dpi ngu giang vign, cdn bd vign cung nhu ca sd vdt chd't phuc vu giang day, hpe t a p va sinh boat cua sinh vien; (ii) C i n ehu t r g n g dung mde hoat dpng truyen t h d n g dd'i ngi vd dd'i ngoai, cung cd'p rd r a n g , thuye't phuc cdc t h o n g tin ve chuang t r i n h giao due dai hgc, e h u i n dau ra, t r i e n vpng p h d t t r i d n nghd nghiep trong tuang lai eua eac n g a n h nghe cho ngudi hpc;
(iii) Ddi mdi m a n h me chuang t r i n h gido due dai hpc cac ehuyen n g d n h theo hudng h i e n
Cong n g h e
n g a n h a n g m
NGHIEN cufu TRAO DOI
dai, linh h o a t , hdi n h a p qud'c te m a n h m e , dam bao kha n d n g ehuydn ddi Id t r i n h h p c t d p gida cac t r d d n g d a i hgc vd cong n h d n bdng cd'p d binh d i e n qud'c tg' cho ngUdi hpe;
(iv) Chu t r p n g xay ddng cdng ddng sinh vign t h a n t h i e n , n d n g ddng, cd cdc chuygn de gido due n h d m r e n luygn t i n h thich nghi, tuang tdc da vdn h d a cho sinh vidn, m a n g lai n i l m td h a o cho s i n h v i e n sau qud t r i n h ddo t a o t a i t r u d n g .
Nghidn cdu nay tdn tai mdt sd h a n chg': (i) Nghien edu ndy chi dupc thUe hidn tai BUH,
do vay can tie'n h d n h cac nghign cdu tdong tu tai edc dai'hpc khdc t a i Viet Nam de cung co vd khdi qudt hda cde p h d t hign cua nghien cdu ndy; (ii) Nghien cdu nay chi tie'n h a n h tren dan vi phan tich Id sinh vien dai hpc chinh quy n d m thd 3 va ndm t h d 4, do do sU khdi qudt cua mpt sd' phdt hien lien quan dg'n thdi gian hpc t d p tai trudng dai hpc cua sinh vien se bi h a n chg', Cac n g h i e n cdu tig'p theo khi cd dieu kien ngn sd dung mdu nghign cdu bao quat sinh vien d td't ca cdc n a m hpc vd d cdc he dao tao bdc dai hpc khae nhU vdn bdng hai, vira hpc vda 1dm de t d n g k h a ndng khdi qudt h6a'
education, Quality Assurance
•.nd Engineering, Vol, 6 , No.2,
n, Phdt trien ua H6i nhap, 4,
:, 10th edition, South-Western
Tai li^u tham khao
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