/v^ 9
NGHIEN ClfU CAC YEU TO ANH HlJCfNG DEN QUYET DINH CHON TRlTOfNG HOC
THAC Si QUAN TRI KINH DOANH TAI TP. HO CHI MINH
NGUYEN VAN IT - LE TH! THANH HA - LE KIM UEN
TOM TAT:
Nghien cffu kham pha va kiem dinh cac ye'u to' tac ddng de'n quye't dinh chpn trffdng hoc thac SI nganh Quan tri kinh doanh tai TP. HCM. Ke't qua cho tha'y viec quye't dinh chpn tnfdng hpc thac sT Quan tri kinh doanh chiu tac dpng cua 6 ye'u to: (1) ChffPng trinh marketing; (2) ThffPng hieu; (3) Dpi ngu giang vien; (4) Cd sd vat chat va dich vu; (5) Chffdng trinh dao tao;
va (6) Chi phi. Tff dd, xay dffng va bd sung cac thang do tac dpng de'n quye't dinh chpn tnfdng hpc thac sT, thay vi chpn trffdng hpc dai hpc nhff cac nghien cffu trffdc day.
Tff khoa: Quye't dinh chpn trffdng, hpc MBA, thffdng hieu, dpi ngu giang vien, chffdng trinh dao tao.
1. Gidi thieu
Ke tff nam 2015 - 2016, Nha nffdc da cho phep cac trffdng dai hpc tff chu trong viec tuyen sinh thac sT, da mang de'n mot thi trffdng giao due ndng hPn bao gid bet. Khdng nhffng the', de cd dffpc Iffpng hpc vien chat Iffpng, cac trffdng dai hpc bat dau chie'n dich quang ba thffdng hieu cua minh, gdp phan tang them sff canh tranh giffa cac trffdng dai hpc.
Theo thd'ng ke cua trang website kenh tuyen sinh, tinh de'n thang 01/2018, tai TP. HCM cd khoang 50 trffdng dai hpc thi hau he't deu cd dao tao MBA, ben canh dd la cac chffdng trinh MBA lien ke't vdi nffdc ngoai. Khi cd nhieu sff lffa chpn,
238 So 14 Thang 11/2018
thi cac tieu chi lffa chpn trffdng hpc MBA ngay cang trd nen phffc tap hdn. Vi vay, bai viet nghien cffu nham kham pha va kiem dinh cac yeu td tac ddng de'n quye't dinh chpn trffdng hoc thac sT nganh Quan tri kinh doanh cua hpc vien tren dia ban TP. HCM.
2. Cd sof ly thuye't va phffdng phap nghiSncuM 2.1. Casdly thuyet
Nhieu nghien cffu cho tha'y, danh tieng cua trffdng dai hpc va chffdng trinh dao tao dong mgt vai trd quan trpng khi sinh vien lffa chpn cac cdsd giao due cao bdn [5]. Theo nghien cffu cua Sawar, Blackburn, Dao va Eyad cho tha'y ndi dung khoa hpc, thdi gian bieu, thdi gian hoan thanh MBAva
QUAN TR! - QUAN LY
\ kha nang thich ffng hoac thay dd'i cua khda hpc dffdc hpc vien can nhac trffdc he't khi lffa chpn I trffdng hpc [5], [6]. Ke't qua chi ra rang ndi dung
khda hpc la mot thanh phan khdng the tach rdi cua chffdng trinh MBA thanh cdng. Dac biet la thdi gian de hoan thanh chffdng tnnh hpc. Dieu nay cho thay, cac trffdng cung cap mot chffdng trinh dao tao dffdc thie't ke dap ffng nhu cau hpc vien se cd xu hffdng thu hut nhieu hpc vien hdn, do ngffdi hpc da phan la ngffdi di lam [10].
Ben canh do, cd sd vat chat va dich vu cua trffdng hpc cung la ye'u to dffdc quan tam cua hpc vien. Chinh vi vay, rat nhieu chffdng trinh marketing cua cac trffdng dai hpc deu dffa hinh anh cua trffdng vao quang ba. Trong dd, cd sd vat chat gom: Cd sd ha tang, thff vien, an ninh trffdng hpc, ky tuc xa, khu vui chdi giai tri, canh quan khudn vien trffdng sach dep. Cdn dich vu gom: Phu trach
; ldp nhac lich va hd trd hpc vien, dich vu hd trd hpc : tap va nghien cffu. Mdt so' nha nghien cffu phat hien rang cd sd vat chat va dich vu ciia trffdng da anh hffdng rat nhieu de'n qua trinh tuyen chpn trffdng : dai hpc cua hpc vien, day ciing la ye'u to' xe'p hang
cao nha't trong 7 bie'n so' tac dpng de'n quye't dinh chpn trffdng cua hpc vien [5], [7].
Ye'u to' dpi ngii giang vien cung la ye'u to' dffdc can nhac trong quye't dinh lifa chpn trffdng ciia hpc vien, tuy nhien ye'u to' nay anh hffdng rat nhd de'n sff lffa chpn cua hpc vien [5]. Mot cudc khao sat da dffdc tie'n hanh tai cac trffdng dai hpc khac nhau d Anh, Scotland va Bac Alien cho tha'y 1 trong 3 chu de hang dau ma hpc vien thu thap la thdng tin Hen quan de'n danh tie'ng ciia dai hpc, cu the la danh tie'ng cua giang vien giang day [5]. Thifc te cho tha'y, bat ky trffdng nao khi quang ba ve khda hpc deu liet ke ten cac giang vien tham gia day.
Vai trd ciia giang vien dffdc khang dinh trong nhieu nghien cffu cho thay ye'u td' nay cd anh hffdng de'n viec lifa chpn trffdng cua ngffdi hpc [4].
Trong khi do, hinh anh thffdng hieu ciia cdng ty ngay cang trd nen quan trpng dd'i vdi tat ca cac nganh, ddng mot vai trd quan trpng trong ke hoach chie'n Iffdc kinh doanh vi nd the hien ca khia canh hffu hinh va vd binh ciia mot cdng ty. Hinh anh thffdng hieu la nen tang cho mdt trffdng giff vi tri tren thi trffdng bdi vi nd cd vai trd cd anh hffdng trong qua trinh ra quye't dinh ciia ngffdi hpc [8].
Theo Plung, mdt hinh anh thffdng hieu td't giiip trffdng dai hpc dffdc danh gia cao va thu hiit khach hang tiem nang. Cac ke't qua phdng van cho tha'y phan Idn cac hpc vien MBA da chpn hpc tai mot trffdng nao dd la do chiu sif anh hffdng cua danh tie'ng trffdng [6].
Tie'p thi cung ddng mdt vai trd quan trpng trong qua trinh lffa chpn trffdng dai hpc [5]. Theo Hiep dinh GATS, ngay 01/1/2009 la thdi diem Viet Nam bat dau md cffa hoan toan cho cac cd sd giao due dai hpc cd 100% vd'n nffdc ngoai boat ddng trong nffdc. Do sff gia tang canh tranh trong nffdc va qud'c te ngay cang tang, cd nhieu trffdng dai hpc dang phai chiu ap life tim ra cac each mdi de tao thu nhap [7]. Ke tff nhffng nam 1990, cac trffdng dai hpc da chu y tie'p thi nhieu hdn trong cudc canh tranh nham dat dffdc muc tieu cua hp. Theo Drummond viec md rdng va thffdng mai hda giao due dai hpc da chffng kie'n viec ap dung rpng rai cac ky thuat tie'p thi trong nganh. De hd trd ngffdi hpc dffa ra quye't dinh, cac trffdng dai hpc sff dung nhieu loai thie't bi truyen thdng khac nhau de tiep can va anh hffdng de'n ngffdi hpc tiem nang. Cac tai Ueu quang cao, ap phich, hdi thao, tai trd va bang quang cao, cac trang web, dien dan, cac mang xa hdi, quang cao truyen hinh va bao chi chu ye'u dffdc sff dung nhff mot so' cdng cu truyen thdng de lffa chpn trffdng dai hpc, trong dd trang web trffdng la ye'u to' anh hffdng nhieu nhat de'n sff lifa chpn cua ngffdi hpc [4].
Trong mdn nghien cffu cua Osman, tac gia da xay difng md hinh va xac dinh rang, ye'u to quang cao cd tac dpng trffc tie'p va gian tie'p (qua ye'u to anh hffdng Influence) de'n viec ra quye't dinh chpn trffdng hpc [9].
Nghien cffu ciia LeBlanc lai cho thay, hpc vien ngoai quan tam de'n cac dich vu cd chat Iffdng cdn quan tam de'n mffc hpc phi phai chi tra trong thdi gian hpc. Nhieu nghien cffu cho tha'y cac chi phi phat sinh trong qua trinh hpc la ye'u td' rat quan trpng trong viec lffa chpn cac cd sd giao due [2].
Theo mot nghien cffu ve sinh vien dai hpc New Zealand, chi phi lien quan de'n viec hpc tai trffdng dai hpc la ye'u to' chinh anh hffdng de'n sff lffa chpn cua hpc vien [5]. Nghien cffu ciia Dao ciing cho ra ke't luan tffdng tff [7].
Tff cac gia thuye't neu tren, tac gia de xua't md hinh nghien cffu nhff sau:
So 14-Thdng 11/2018 239
Hinh 1: Mo hinh nghien cOu di xuat Chucmg trinh
dao tao Co sd vat chat
va dich vu Doi ngii giang vien
QuySt dinh chpn Trudng hoc
/
^ Thac SI QTKD '
Thuang hieu Chucmg trinh
marketing
Chi phi
2.2. Phuang phdp nghien cUu
De tai ke't hdp phffdng phap dinh tinh va dinh Iffdng, dffdc thffc hien thdng qua 3 bffdc chinh:
Bffdc 1: Xay dffng bang cau hdi sd bd dffdc thffc hien bang phffdng phap nghien cffu dinh tinh.
Thdng qua ky thuat thao luan nhdm tap trung va phdng van tay ddi vdi chuyen gia trong nganh nham kham pha, dieu chinh va bd' sung cac thang do thanh phan thupc md hinh nghien cffu.
Bffdc 2: Nghien cffu sd bd dffdc thifc hien bang phffdng phap dinh Iffdng vdi ky thuat phdng van trffc tie'p hpc vien d mdt so' trffdng cd dao tao thac si tai TP.HCM thdng qua bang cau hdi chi tie't ddng de sang Ipc cac bie'n quan sat.
Bffdc 3: Nghien cffu chinh thffc dffdc thifc hien bang phffdng phap dinh Iffdng. Vdi phffdng phap phan tich md hinh cau triic tuye'n tinh thdng qua phan mem AMOS 2.0 dffdc sff dung de kiem dinh thang do va md hinh nghien cffu.
3. Ke't qua nghidn cffu
He so' Cronbach's Alpha dffdc tinh toan de kiem tra dp tin cay cua cac thang do. Tieu chuan chpn thang do khi cd dp tin cay Alpha Idn hdn 0,6.
Ke't qua cho tha'y, tat ca thang do dat gia tri tin cay dffdc tie'p tuc phan tich ye'u to'kham pha.
Phffdng phap phan tich yeu to kham pha EFA nham xem xet miJc dp hdi tu cua cac thang do theo tifng thanh phan va gia tri rieng bietgiSa tffng ye'u to'. Ke't qua phan tich yeu td' EFA cac bie'n ddc lap cho thay 34 thang do thupc ve bie'n yeu to tac ddng de'n bieu qua kinh doanh difdc nhdm thanh 7 ye'u td' nhff sau: CTDT, CSVC, DNGV, MAKT, CHIPHI, T.HIEU, Q.DINH. Ket qua phan tich ye'u to' EFA cac bie'n phu thuoc cho tha'y 4 thang do thupc ve bie'n phu thupc Q.DINH dffdc nhdm thanh 1 ye'u td', cac chi sd phii hdp tieu chuan theo Hair & cdng sif (2010), cu the:
He so' tai ye'u td' (Factor Loading) deu > 0,5 nen cac thang do deu quan trpng trong ye'u to'va coy nghia thie't thffc, trong dd cd mdt thang do CTDT3 cd sai biet ve he sd' tai ye'u td' deu < 0,30 nenbi loai dam bao sff phan biet giffa cac ye'u to. He so KMO (Kaiser-Meyer-Olkin) = 0,930 la phii hdp (0,5 < KMO < 1), chffng td phan tich ye'u to EFA la phu hdp vdi dff lieu. Td'ng phffdng sai trich dffdc la 70,457% nen phu hdp (> 50%) cho biet cac ye'u td' rut trich ra giai thich dffdc 70,457%
bie'n thien ciia dff lieu, do vay cac thang do nitra dffdc chap nhan. Thd'ng ke Chi-square cua kiem dinh Bartlett cd mffc y nghia Sig = 0,000 nen phii hdp (sig < 5%) chffng td cac thang do co tifdng quan trong tdng the. (Bdng 3)
Danh gia tinh phan biet trong md hinh xuyen sud't (across-construct) la
Bang 2. Ket qua kiem d|nh dO tin cdy thang do
STT 1 2 3 4 5 6 7
Cac khai nj$m
Chaong trinh dao tao Cd s6 vat chat va djoh vu
Dpi ngu giang vien Ctiuong trinh marketing
Chi phi Thaong hieu Quyet dmh chpn trudng
Ky hi$u thanh phan
CTDT CSVC DNGV MAKT CHIPHI THIEU Q.DINH
So bien quan sat
5 5 5 5 4 6 4
Cronbach's Alpha 0,900 0,881 0,940 0,920 0,937 0,942 0,851
H$ so tuong quan bien tong be nhat
0,862 0,846 0,919 0,893 0,915 0,925 0,772
Nguon: Kit qud xff ly sdliiu dieu tra cua nhdm tdc gid
viec do Iffdng mffc phan biet giffa cac khai niem/thanh phan trong mo hinh nghien cffu. Tinh phan biet dffdc danh gia thdng qua viec kiem tra tffdng quan giffa cac khai niem trong md hinh do Iffdng sau cung. Tinh phan biet giffa cac khai niem nghien cffu se dat d # ne'u he sd' tffdng quan cua cac khai niem nho hdn 1
240 So 14 Thong 11/2018
QUAN TR! - QUAN LY
5 T.HIEU6 THIEU5 THIEU4 THIEU2 T.HIEUI THIEU3 DNGV4 DNGV5 DNGV2 DNGV1 DNGV3 MAKT2 MAKT4 MAKT3 MAKT5 MAKT1 CHIPHI5 CHIPHI2 CHiPHI3 CHIPHI1 CSVC4 CSVC5 CSVC1 CSVC3 CSVC2 CTDT2 CTDT1 CTDT5 CTDT4 Q.DINH2 Q.DINH3 Q.DINH1 Q.DINH4
Bang 3. Ket qua phan tfch yeu to kham pha H$ so tai cac yeii to thanh phan 1
0,914 0,907 0,899 0,814 0,769 0,766
2
0,919 0,896 0,867 0,862 0,765
3
0,916 0,892 0,876 0,771 0,688
4
0,907 0,884 0,880 0,877
5
0,834 0,827 0,747 0,743 0,708
6
0,863 0,847 0,803 0,790
7
0,928 0,795 0,676 0,587
Nguon: Kit qud xff ly sd lieu dieu tra ciia nhdm tdc gid vdi dieu kien md hinh phu hdp td't vdi dff lieu
;Steenkamp va Van Trijp, 1991). Md hinh do Iffdng
>au Cling la md binh tdi ban (saturated model) ma
trong do cac khai niem dffdc tff do quan he vdi nhau (Anderson va Gerbing, 1988) nen cd bac tif do tha'p nha't. Cd 4 khai niem trong md hinh do Iffdng sau cung, do la:
Chffdng trinh dao tao, Cd sd vat chat & dich vu. Dpi ngu giang vien, Chffdng trinh marketing, Chi phi, Thffdng hieu va Quye't dinh chpn trffdng de hpc MBA. Ke't qua CFA cua md hinh do Iffdng sau cung cho tha'y, md hinh la phu hdp vdi dff lieu chi binh phffdng = 682,269, cd bac tff do = 474, gia tri P = 0,000;
CMIN/df = 1,439 < 3. Cac chi tieu do lffdng khac cung dat yeu cau (GFI = 0,903; TLI = 0,976; CFl = 0,979 deu Idn hdn 0,9; RMSEA = 0,034 < 0,8). (Bdng 4)
iJng dung phan mem AMOS de phan tich md hinh cau true tuye'n tinh SEM nham kiem dinh md hinh nghien cffu bao gom cac khai niem trong md hinh nghien cffu va bang sao sat chinh thffc vdi 35 bie'n quan sat.
Ke't qua ffdc Iffdng md hinh nghien cffu cho tha'y, md hinh la phu hdp vdi dff lieu (Hinh 2), chi binh phffdng = 682,269, cd bac tff do = 474, gia tri P = 0,000;
CMIN/df = 1,439 < 3. Cac chi tieu do lffdng khac ciing dat yeu cau GFI = 0,903; TLI = 0,976; CFl = 0,979 deu Idn bdn 0,9; RMSEA = 0,034 < 0,8). (Hinh 2)
Ke't qua ffdc Iffdng md hinh nghien cffu va bootstrap trong phan tich md hinh cau true tuye'n tinh (SEM) cho tha'y, md'i quan he dffdc gia thuye't trong md hinh nghien cffu chinh thffc cd mffc y nghia thd'ng ke vi p cd gia tri cao nha't la 0,049
< 0,05, dat mffc y nghia can thie't (d dp tin cay 95%). Hay ndi each khac, cac gia thuye't trong
So 14 Thang 11/2018 241
Bang 4. Ket qua kiem djnh gia tri phan bi$t giQa cac yeu to trong mo hinh tdi han
Tifdng quan THIEU
THIEU THIEU THIEU THIEU THIEU DNGV DNGV DNGV DNGV DNGV MAKT MAKT MAKT MAKT CHIPHI CHIPHI CHIPHI CSVC CSVC CTDT
<->
<->
<->
<->
<->
<->
<-->
<->
<->
<->
<->
<->
<->
<->
<->
<->
<->
<->
<->
<->
<->
DNGV MAKT CHIPHI
CSVC CTDT Q.DINH
MAKT CHIPHI
CSVC CTDT Q.DINH CHIPHI CSVC CTDT Q.DINH
CSVC CTDT Q.DINH
CTDT Q.DINH Q.DINH
Estimate 0,295 0,248 0,106 0,123 0,256 0,236 0,254 0,171 0,129 0,264 0,265 0,168 0,173 0,298 0,339 0,251 0,139 0,222 0,170 0,228 0,262
S.E.
0,032 0,033 0,030 0,031 0,030 0,031 0,037 0,035 0,035 0,033 0,035 0,039 0,040 0,038 0,041 0,042 0,034 0,038 0,036 0,040 0,035
C.R.
9,332 7,495 3,546 3,914 8,470 7,537 6,931 4,966 3,658 7,927 7,515 4,348 4,281 7,911 8,217 6,000 4,144 5,918 4,749 5,759 7,498
P
***
***
***
***
***
***
***
***
***
***
ic**
***
***
***
***
***
• • *
***
***
***
***
Label
Nguon: Ke't qud xff ly sdliiu dieu tra cua nhdm tdc gid Bang 5. Ket qua Udc luong mo hinh nghien cffu
Tuong quan Q.DINH
Q.DINH Q.DINH Q.DINH Q.DINH Q.DINH
<—
<—
<—
<—
<—
<—
CTDT CSVC DNGV THIEU MAKT CHIPHI
Estimate 0,130 0,131 0,148 0,149 0,267 0,126
S.E.
0,066 0,047 0,063 0,074 0,052 0,046
C.R.
1,968 2,786 2,364 2,023 5,144 2,749
P 0,049 0,005 0,018 0,043
***
0,006
Kei qua Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan Chap nhan
Ngudn: Ke't qud xff ly sdliiu dieu tra cua nhdm tdc gia md hinh nghien cffu chinh thffc deu dffdc chap nhan.
4. Ke't luan
Ke't qua phan tich SEM cho tha'y mo hinh nghien cffu ly thuye't dat dffdc do tffdng thich vdi dff lieu thi trffdng, d6ng thdi cac gia thuye't nghien
cffu dffdc chap nhan. (Bdng 5)
Tff ke't qua nghien cffu, nhdm tac gia de ra mdt so' ham y quan tri nhff sau:
Thff nhat, xay dffng chffdng trinh marketing nham thu but hpc vien cao hoc nhff: Sff dung Digital marketing de quang cao; hoan thien website phuc vu cho hoat ddng quang cao thdng tin tuyen sinh; xay dffng bp phan chuyen trach ve cong tac truyen thdng, tff van tuyen sinh va ddi ngoai.
Thff hai, xay difng thffdng hieu nha tnfdng thdng qua xay dffng chffdng trinh dao tao dai chuan, day manh to chffc hdi thao khoa hpc, tpa dam, chuyen de dao tao gan lien vdi cac doanh nghiep, khdi nghiep... Ket help cac hoat dpng tff van hffdng nghiep, W van tuyen sinh... tao nen hinh anh rieng cua tnfdng.
Thff ba, phat trien dpi ngii giang vienco chat Iffdng hay nhffng giang vien co thifdng hieu ca nhan noi tieng dffdc nhieu ngifdi bie't de'n, cd hpc ham hpc vi cao diing chuyen nganh dao tao.
Thff tff, nang cap cd sd vat chat va dich vu cham sdc hpc vien nhff: ldp hpc phai thdng thoang vdi trang thie't bi day du caa thie't cho viec day hpc; he thd'ng wifi tot, thff vien cua nha trffdng cung cap cho tifng hpc vien tai khoan truy cap tai tai lieu hpc tap, tai lieu tham khao; cd dich vu ho trd
ngffdi hpc tan tinh khi theo hoc tai trffdng va viec dang ky khda hoc cua hpc vien ludn dffdc thffc hien trdn tru va hieu qua.
Thff ndm, chffdng tnnh dao tao phai mang tinh thifc tiSn cao, dap u'ng nhu cau trong cdng viec cung nhif doanli nghiep, thdi Iffdng dao tao nit ngan 18 thang nhffng dam bao chat Iffdng, thdi gian hpc tap linh boat phii hdp vdi doi tffdng dang di lam nhff td' chffc ldp hoc vao cac budi td'i trong ngay hoac tiii' bay, chu nhat.
Thff sdu, hpc phi can dffdc thdng bao cu the tret website hoac de'n tffng hpc vien gpi dien den tham khao, linh boat trong thanh toan hpc phi vaco chinh sach miSn giam hpc phi cho dd'i tffdng kl>'' khan, trd cap hpc bdng cho hpc vien gidi •
242 So 14-Thang 11/2018
QUAN TR! - QUAN LY
Hinh 2: Mo hinh cau true tuyen tinh SEM
-T.
Chi-square=$e2,2e9; clN74; P=.000;
Chi-squarie/df=1.439;
GFI=.903;TLK97e:CFK979;
RMSEA=.034
5+
nomM—@fe
O D W l l H — < ^
QDw-CN—@
@—*rw*
Nguon: Kit qud xff ly sd lieu dieu tra cda nhdm tdc gid
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Ngay nhan bai: 11/10/2018
Ngay phan bien danh gia va sufa chiTa: 21/10/2018 Ngay chap nhan dang bai: 31/10/2018
Thong tin tdc gig:
1. ThS. NGUYEN VAN IT 2. ThS. LE THI THANH HA 3. ThS. LE KIM LIEN
Trffdng Dai hoc Cong nghiep Thffc phS'm TP.HCM
FACTORS AFFECTING THE DECISION TO CHOOSE MBA COURSE OF UNIVERSITIES LOCATED IN HO CHI MINH CITY
Master. NGUYEN VAN IT Master. LE THI THANH HA
Master. LE KIM LIEN
Ho Chi Minh City University of Food Industry
ABSTRACT:
This study is to explore and test factors that impact on selecting Master in Business Administration (MBA) courses of universities located in Ho Chi Mmh City. The results show that there are six factors impacting on this selecting process. These six factors are: (1) Marketing program, (2) Universitys brand, (3) Teaching staff, (4) Facilities and services, (5) Syllabus and (6) Tuition fee. Based on these findings, scales to measure the impact level of these factors were developed.
Keywords: Selecting schools, MBA course, brand, teaching staff, training program.
244 Sd 14-Thang 11/2018
