Ai^n XIU Kji^Ky V, J A StT HAI LONG TOfI Q U Y E T DINH MUA LAI CUA NGU^Cn HOC TREN NEN TANG
TRirC TUYEN: NGHIEN CU^U TINH HUONG TOPICA NATIVE
Pham Hong Chu-oTig Tru&ng Dgi hoc Kinh te Qudc ddn
Email: chuongph@,neu.edii.vn Hoang Ngoc Anh Truang Dgi hgc Kinh ti Qudc ddn
Email: [email protected] Pham Thi Huygn Tru&ng Dgi hgc Kinh ti Qudc ddn
Email, [email protected] Ngay nh^ii: 08/02/2020
Ngay nhan ban siia: 18/4/2020 Ngay duyet dang: 05/5/2020
Tom tat:
Bdi viit ndy tim hieu dnh hu&ng ciia su hdi long t&i hdnh vi mua lgi cdc khda hgc tiing Anh true tuyen cua nguai di ldm tai Viet Nam Qua cuoc khdo sdt true tiip vai han 200 ngu&i dang theo hoc cdc khoa hoc Topica Native, nghiin cihi dd xdc dinh, khi nguai hgc hdi long a muc diem HL = 5 thi xdc sudt (p) de ngu&i dung do tiep luc mua cdc khda hgc true tuyen lin t&i 77.5% Mo hinh nghien ciru vai cdc yiu to cdu thdnh nen chdt lucmg dich vu nhu gidng viin, phuang tiin vd dieh vu ho trg; gid tri khoa hgc vd gid cd duffc kiem dinh vd khdng dinh, 3 yeu to phuang tien vd dich vu hg tra, hgc phi vd gid tri khoa hgc cd dnh hu&ng tich c\€c t&i su hdi long ciia ngie&i hoc v&i mirc do tde dgng gidm ddn. Trin ca s& do, tde gid da di nhung gidi phdp phil hffp nhdm tdng khd ndng mua lai cua nguai hgc trin nin tdng true tuyin ciia Topica Native, dgc Met la ldm sao de cdi thien phucmg tien vd dich vu ho tra eiia ngu&i hoc true tuyen.
TiJf khoa: Khoa hgc tru'c myen, su hai long, quy6t dinh mua Iai.
Ma JEL: CSO, C34, C51, C91
The effect of customer satisfaction on repurchase decision of e-learning platform's learners: The case of Topica Native
Abstract:
This study investigates effects brought by satisfaction on the repurchase decision of online English courses by employees in Vietnam. A survey over more than 200 customers who were attending Topica Native courses was conducted, and the study determined that when the learner was satisfied at the satisfaction grade of five scores, the probability (p)for that learner to continue his/her purchase of online courses reached up to 77.5yo. Tlie research model with the constituents of service quality such as lecturers, facilities and support sei-vices, course value and price that were tested and identified, 3 factors, including facilities and support services, tuition and course value had impacts on the learner's satisfaction with the influences gradually decreasing. On that basis, we propose appropriate solutions lo increase the ability of acquisition by learners on Topica Native's online platform, especially to address the problem of how to improve support facililies and services for online learners.
Keywords: Online courses, eiislomer satisfaction, repurchase decision.
JEL code: C30. C34. C5I. €91.
Sd 275 thdng 5/2020 39 kiflll ((diiili [ m
1. Gioi thieu
Khach hang mua Iai tra thanh mot chi so do luang k^l qua ihuc bien (KPI) quan trong trong danh gia chat luong san phani/djcb vu va hoat dong marketing ciia m6i doanh nghiep. Cimg vai sir phat trien ciia cong nghe, dac biet la cong nghe thong tin, hoc true myen ngay cang dugc ung dung rong rai, mang lai gia tri cho ca ngum hoc va nguai cung cap dich vu.
Tbi tmong dao tao tnre tuyen ngay mpt soi dgng, viec duy tri va tang cuong lucmg mua ciia khach hang la vo ciing can thiet doi voi cac dan vi cung cap CO canh tranh gay gat ban Topica - don vi tien phong trong cung cap dich vu dao tao true myen a Viet Nam cung dang doi mat vai tinb trang tren.
"Hgc mgi nai, hgc mgi liic, hgc suot doi", "Day cbo moi nguoi voi mgi trinb do bep tbu kbac nhau";
"Giup cho nguoi hgc dat dugc nhimg kien thirc va ky nang, co the tiep tuc viec hoc a mgi Iiic, mgi nai"
la khau hieu raa UNESCO dat ra cho giao due a the ky XXI. Mgt trong nhiing giai phap de thuc hien nhiem vu do, chinh la tan dung Igi the ciia cugc each mang cong nghiep 4.0, day va hoc tren nen tang true myen - E-Iearaing. Viec day va hgc khong con bi gioi han trong nha truang ma da ma rgng hon ve khong gian, thai gian va hinh thiic, tao ra sir canh tranb khoe liet giira cac dan vi cung cap dicb vu.
Vai E-leaming, lua chgn ciia nguoi hgc kliong con bi giai han bai b&t cir rao can vS dia ly hay thai gian. Hg hoan toan co the chii dgng quy^t dinh lira chgn chuang trinh, thoi gian va each thuc phil hgp.
Cac don vi cung cip chuong trinh hgc true tuy^n khong chi dirng lai a cau hoi: "Lam thg nao d6 nguoi bgc chgn chiing ta?", "Lam tb6 nao de tim kiem ngucn bgc mai?" ma con la "Lam thg nao dfi hg nha toi chimg ta?" "Lam thS nao dk nguoi bgc ebon chung ta mgt lan nua'^". Long U^ng thanb va su mua Iai ciia khach bang tro thanh mue tieu ciia cac don vi cung cap dicb vu dao tao true tuyen.
Ty le kbacb hang (nguai hgc) quay Iai (quyet dinh mua Iai) tro thanh mgt trong nhirng ySu t6 thi bien sir trung thanh ciia ngucri hgc ngay cang duac quan tam. Moi quan tam ciia bg pban Marketing a eac dan vi dao tao true myen (dae biet voi eac chuong trinh dao tao ngan ban) se khong dimg Iai a viec tim kiem va thu hiit nguai bgc mai nira. Hg cin diu tu thai gian va cong siic de trien khai qua trinh gia tang doanh tbu tir khach hang hien dang co (Retention Process) de gia tang su hai long eua bg (Customer Satisfaction) va khai thac gia tri trgn dai cua khach
hang Customer Lifetime Value - (LLV;. •^— y khong chi giiip tao nen nhom khach bang trung thanb ma con gop phan tiet kiem chi phi-
Vay, lieu ring quyk dinh mua lai san pbam cua nguai hgc co chiu anh buong bai sir hai long ctia hg hay khong? Lieu, kbi gia tang su hai long cua ngucn bgc, CO hgi bg ti8p tuc mua cac khoa hgc tiep theo nbu the nao? Do chinb la cau boi ma nhom tac gia dat ra dg tim kigm cau tra loi bi nghien cuu nay.
2. Tong quan nghien cii'u
Lam sao dg gia tang ty le khach hang mua Iai la chil de da dugc quan tam nghien cuu thong qua cac chil dk ve sir hai long eua khach hang. Song, vin con nliiing tranh luan ben quan tai viec, lieu su hai long trong qua kliu co anb buong den banh dgng mua trong tuong lai hay khong bai cac nghien cina de chirng minh tac dgng cu the cua su bai long tai quyet dinh mua lai ciia khach bang lai chua nbieu.
Dac biet, vai cac chirang trinb dao tao true myen, thi cac nghien cim tucmg tir Iai cang hiem.
2.1. Khdi niem su hdi long
Oliver (1997) cho rang su hai long la phan ling ciia khach hang doi voi viec mong muon ciia hg dugc dap ung. Dinh nghia nay co y rang su thoa mdn chinh la hdi long eita ngu&i khdch hdng trong viie tiiu dung dich vu hodc sdn do ddp img nhimg mong muon cua hg, gom miic do dap ling tren miic hay duai miic mong muon. Theo Tse & Wilton (1988), su hai long la su pban img ciia nguoi tieu dimg khi uac lugng su nhdn duac trdi ngieffc giua mong muon trie&c do vd kit qud thuc su nhu cdm nhdn cua minh sau khi tiiu diing.
Kotler & Armstrong (2014) thi cho ring sir hai long ciia khach bang la mirc do trang thai cam giac ciia mgt nguoi bit ngu6n tir viec so sdnh kit qud thu dirae tu sdn phdm/dieh vii v&i nhtmg ky vgng cua nguai da Ky vgng la mirc gia tri lgi ich ma khach hang mong dgi se nhan dugc tir san phim b-en ca sa hieu biet va kinh nghiem cu. Ky vgng cao c6 thg din tai hanh vi mua nhung co the se Iam giam cam giac bai long. Co the noi, sir hai long eiia khach hang la mgt cam giac vg tam ly sau klii nhu eiu eua khach vu, san phim. Cam tren viec trai nghiem giira ky vong va i-u- •!,-;.. • *''^'"§^^^^"1 thi kbacb bane kho CO the dua ra y kien h|i long bay khong
2.2. Cde yeu td dnh hu&ng din su /„), hang dugc Iam thoa man bai dicb \ giac ay dugc hinh thanh dua t san pham, sau do hg se co so sanh g thuc te. Ngu khong co su ti
So 275 thdng 5/2020 40
di long
l^inlUiSiit
''• _if :" I • -." , , " ; 'ang, sir hai long ciia khach hang bi tac dgng boi nhigu y^u to nhu:
Chit lugng san phim, chat lugng dicb vu, gia ca va cac yeu t6 khac Ly do la chat lugng dich vu co hen quan d6n viec cung cap dich vu, con sir hai long chi danh gia dugc sau khi da sir dung dich vu; nhu vay, chat lugng dich vu, chat Iirgng san pham, gia ca va su hai long cua khach hang co lien quan den nhau. Cronin & Taylor (1992) va Kotler & Keller (2009) cho rang, dich vu co chat lugng cao tbi cdng CO nghia ca hgi dat dugc su hai long ciia khach hang ciing cao han.
Pham Thi Lien (2016) cho rang su hai long ciia nguoi hgc (sinh vign) bi anh huang bai 4 nhan to: ca so vat chat, chuang trinh dao tao, giang vien va kha nang phuc vu. Ket qua nghien ciiu cho thay co sa vat chat cang tot thi miic do bai long ciia smh vien cang cao; Chat lugng cua chuong trinh dao tao cang tot thi miic do hai long ciia sinh vien cang cao va Kha nang phuc vu cita can bg, nhan vien trong truang cang tot thi miic do hai long ciia sinh vien cang cao voi he so anh huang Ian lugt la 0.318, 0.226 va 0.357.
Pham (2019) nghien ciru anb hucmg ciia chat lugng dich vu dao tao true tuyen toi sir hai long ciia ngtrai hgc va dua ra kgt luan khang dinh chat Iirgng he thong thong tin, chat luang doi ngii giang vien, chat lugng dich vu ho trg dao tao anh huang dgn sir hai long ciia sinh vien. Ket qua nghien cii'u cho thay:
sir hai long cua sinh vign lan lugt tang 0.569, 0.624, 0.787 va 0.944 kbi chat lugng he thong thong tm, chat lugng dpi ngii giang vien, chat lugng dich vii dao tao ho trg Ian lugt tang 1 don vi.
Nhu vay, co the thay su hdi long ciia khdch hdng bl ide ddng b&i: gidng viin, dich vu ho trg- vd ddo t(fo, gid cd De tat cua tac gia se tap tmng vao nghien ciru cac yeu to nay de nban biet dugc su bai long ciia khach hang. Ben canh do, do bgc vien tai TOPICA Nahve khi tham gia bgc tap ngoai viec bgc tap vai giang vign, trai nghiem dich vu ho trg va dao tao, y thirc vg gia ca, hg con dugc trai nghiem cac dich vu gia tn gia tang khac. Trong nghien cuu nay, tac gia cho rang su hai long ciia khach bang se bi anh huong boi 3 yeu to da dugc cong nhan tir cac nghien ciru tren: giang vien, dich vu dao tao va h6 trg, hgc phi va cac dich vu gia tri gia tang.
2.2.1. Gidng vien
Moi quan he giira giang vien va su hai long ciia ngircn hgc dugc khang dinh qua nhieu nghign cim.
Snipes & Thomson (1999) tim higu cac nban to tac
dgng den chit lugng cam nhan trong dao tao dai hgc Ciia sinh vien qua dieu tta y kien sinh vien 6 tmong dai hgc CO quy mo vira va nho tai 3 bang cua Hoa Ky va ket qua cho thay su cam thong va quan tam cua giang vien den sinh vien la ygu t6 quan ttgng nhit cbo danh gia chat lugng.
Nghien ciiu ciia Nguyin Thanh Long (2006) sii dung thang do Servperf danh gia chit lugng dao tao qua danh gia ciia sinh vien tai truang dai hgc nay.
Nghien cii'u da chi ra, giang vien la thanh phan quan trgng nhat tac dgng dgn su hai long ciia sinli vien.
Hai thanh phan c6 tac dgng dang kg tigp theo la co sa vat chat va su tin cay vao nha tmong.
Tiep thu ket qua nghien cim ciia Snipes &
Thomson (1999), cimg vai thang do trong mo hinb Servperf, trong nhign ciiu nay tac gia su dung cac thang do danh gia chat lugng vg chuygn mon, phuong phap truygn dat, sir san long giai dap thac mac ciia nguai hgc dg danh gia giang vign.
2.2.2. Dich vu ddo tgo vd ho trg-
Trong nghien ciiu nay tac gia tiep tbu mgt phan quan diem cua Pbam (2019) va Chai Har Lee &
cgng sir (2010) ve dich vii bo trg hgc vien theo hgc chuang trinh hgc true tuygn. Do do, chat lugng ciia cac dich vu ho trg se dugc danh gia dua tren: chuang trinli dao tao, ngi dung dao tao, dich vu cham soc khac hang va phuong tien bo ttg.
2.2 3. Hgc phi
Hgc phi la klioan tien nguai bgc phai nop de chi tra mgt phan hoac toan bo chi phi cua dicb vu giao due, dao tao. Muc hgc phi dugc xac dinb tbeo lg trinh bao dam chi phi dich vu giao due, dao tao do Chinh phil quy dinh. Trong nghign ciiu nay, tac gia quan tam tai hgc phi - chi phi bgc vign chi tra cho mgt chuong trinh dao tao Topica Native. Moi Ig trinh/Idioa bgc khac nhau co miic hgc phf khac nhau.
2.2 4. Dich vu gid tri gia tdng
Gia tri gia tang la thuat ngii dimg dl chi gia tri tang digm dugc tao ra a m6i giai doan nhat djnh cua qua ttinh sir dung san pham cua khach hang. "Dich vu gia trj gia tang" (value-added service), dugc higu la nhiing gia tti cgng thgm mang den cho khach hang, kbacb bang dugc buong khi sir dung mgt dich vu/san phim nao do. Trong pham vi nghien ciiu lan nay, tac gia dinh nghia dich vu gia tti gia tang la nhiing dich vu dugc cung cap bo sung nham mang din cho hgc vien cac gia tti mai khi hg tham gia hgc tap tai Topica Native (cac chinh sach tti an khach
So 275 thdng 5/2020
iilitdliiUlrii'ii
hang, tai lieu tang kem mien phi,...).
2.3. Hdnh vi mua lgi vd cdc yiu to dnh hudng den hdnh vi mua lgi
Hui & Zhao (2004) sir dung dinh nghTa vl long tmng thanh (Customer Loyalty) de mo ta ve hanh dgng mua lai. Ho xem long trung thanh nhu mgt thai do thay vi coi la hanh vi, giong nhu y dinh mua Iai. Va hanh dgng mua Iai chinb la hanh dgng tmng thanh (Behavioral Loyalty).
Hennig^Thurau (2004), Narayandas (1998) va Zineldin (2006) cbo ring hdnh vi mua lgi duffc coi la xudt hiin khi ho mua lgi sdn phdm giong nhu sdn phdm da tirng mua cita doanh nghiep. Trong kbi do, Hume & cgng su (2007) cho ring hanh dgng mua lai duac dinh nghia bang viec khdeh hdng quyit dinh tham gia vdo ede hogt dong mua bdn tiip theo v&i doanh nghiip, khong nhit thiet la san pham tigp theo mua phai giong san pbam cu.
Tren thg giai, da co rat nhilu cong trinh nghien cim vg quyet dmh mua lai cua khach hang. Lee &
cgng su (2011) cho rang, quygt djnh mua Iai tine myen bi anh buong boi cac yeu to: nhan thiic gia tri, nhan thirc de sii dung, nhan thiic hiru ich, uy tin thuong Iiieu, tinh bao mat, mem tin, do tm cay va chii'c nang, ttong do: (i) Nhdn thirc gid tri la cam nhan ciia khach hang ve gia tti san pham doi voi hg. Nban thiic nay khong lien quan nbieu toi gia tri tten thi truong ma tap tnmg vao kha nang Iam thoa man idiu cau cua khach (Hume, 2008; Guenzi &
cgng su, 2009); (ii) Nlian thuc de sir dung ttong boi canh nghien cim nay dg cap dgn mirc do ma nguai tieu diing tin rang mua sam true myen se khong mit cong siic (Chiu & cgng su, 2009); (iii) Nhdn thirc hiru ieh dugc dinb nghia la mirc do ma nguo'i tteu diing tin rang viec mua hang trirc myen se nang cao hieu suat giao dich ciia hg
Khi nghien ciiu vg su mua Iai cua khach hang.
Wong & Lee (2016) cho rang, y ainn nu-^ •^- _ dgng b&i niim tin eiia khdeh hdng vi .-idn phom va dich vu. Niim tin se bi dnh huang bai .sic iboa man cua khdch hdng. Kit qua nghien cim da chi ra rang, CO hgi khach mua Iai san phim se cao hon khi hg hai long vdi san phim/dich vu. Tir do, tac gia da de xuat thuong bieu cin tap ttung nang cao chat lugng san phim, dich vu, imi y din nban thicc can bang ve gia dl tang sir hai long cua kbacb hang, ttr do ty Ie mua Iai se tang.
Wong (2004) khi nghien ciru quyet dinh mua Iai ciia kbacb hang voi thucmg hieu djch vu xe khach cho ring niem tin tac dgng manh me den y dinh mua Iai cua khach hang, ma nilm tin bi anh buong bai sir bai long ciia khach hang. Cac bien dgc lap anh hucmg din su hai long ciia kliach hang bao gom:
chit lucmg dich vii, chat lugng san pham va nhan thii'c cong bing ve gia. Ket qua cbo thay: Nhan thuc chit lugng dich vu c6 tac dgng manh me nhat tai su thoa man ctia khach bang, sau dd den chat lugng san pham va cuoi cung la nhan thirc cong bang vg gia.
Them niia, su hai long co tac dgng manh me den niem tm (he so anh huong 0.99) va tham chi co anh huong true tiep den quyet dinh mua Iai (he so anh huong 0.94). Niem tin dugc ket luan co anh huong den quygt dinh mua Iai vai he so anh huong 0.95.
Nghign cim ket luan rang, khi khach hang c6 ttai nghiem tot ve chat lugng dich vu, san pham va nhan thirc cong bang ve gia thi su hai long, nigm tin se co chigu huong tich cue va xac suat mua Iai ciia khach bang se cao bo'n.
2.4. Be xudt nw hinh nghien cu-u
Nhu vay, co the thiy su bai long ciia kliach hang bl tac dgng boi nhieu ygu t6 kbac nhau, song trong b6i canb nghien ciiu vl dich vii dao tao tilng Anh true tuyin cbo nguoi di Iam, tac gia lira chgn 4 yiu to da dugc cong nhan ttr cac nghien cuu tten: chit
Hinh I. Mo hinh ngliien
Nguon Nghiin cifti i:ua nhom la
SS 275 thing 5/2020
,'uv,..t, 1—J-.:-' "," ' "_ vu, gia ca va gm tri gia tang, la cac yiu to c6 anh huong true tilp toi su hai long va sir hai long la bign so c6 anh huong tdi quyit dinh mua lai ciia nguai hgc. Tat nhien, ben canh do, se con mgt so yeu to khac co anh huong tai quyet dinh mua Iai cua hgc vien ma tac gia chua dua vao nghien ciru.
M6i quan he tac dgng giiia cac ygu to trong mo hinh (Hinh 1) dugc Iy giai nhu sau: quygt dinh mua Iai se dugc thuc hien sau kbi nguoi hgc da sir dung va hai nghiem hgc tap chuong trinh bgc tnre tuyen.
Hgc vign se dugc true tiep tham gia chuang trinh dao tao, ngi dung dao tao, hgc ciing cac giang vien, tuong tac voi bg phan cham soc khach hang, sti dung cac phuang tien ho trg, chi tra bgc phi va nhan cac gia ttj gia tang. Trong suot qua trinh do, hg se hinh thanli tam Iy hai long hoac khong hai long voi chuong hinh. Tam Iy nay se anh huong dgn quygt dinh mua Iai (gia ban) cac g6i hgc trong tuong lai cua ho. Til' do, nhom tac gia huong tai cac gia thuygt nghien cim:
HI: Gidng viin co ldc dgng tieh cue din su hdi long.
H2: Dich vu hd tra vd ddo tgo co tac dgng tich cue den su hdi long;
H3. Hgc phi cd tde dgng tich cue din su hdi long;
H4. Gid tri gia tdng co ldc dgng tich cue din su hdi long;
H5: Su hdi long co tac dgng tich cue t&i hdnh vi mua Igi/gia hgn gdi hgc.
3. Phirong phap nghien cuu 3.1. Nghien cim dinh tinh
Tac gia thuc hien nghien ciru djnb tinh dg xay dung mo hinh nghien ciru va boan thien cac thang do cho phil hgp vdi dac digm cua hgc vign da tirng theo hgc tai Topica Native. Tir do, xay dung bang cau hoi va lua chgn each thiic tigp can phu hgp trong boi canh CovidI 9. Do han chl ve thai gian va nguon lire, tac gia chi thuc hien nghien ciru dinh tinh dudi hinh thuc phong van sau ca nhan. Doi ttrong dugc phong van la mgt so hgc vien da tii'ng theo hgc tai Topica Native. Tac gia tien hanh chgn mau theo phuong phap chgn mau tien lai.
Trong qua trinh thuc hien phong van, dii Ueu dugc tac gia ghi chep Iai ttgn giay. Dong thdi de cugc phong van dugc dam bao chinh xac va khong bo qua nhung phat hien quan trgng, tac gia ghi am va xem xet lai. Vdi ket qua nghien cuu dinh tinh,
tac gia da xay dung dugc bang cau hoi phu hgp vdi khach the va chu dg nghien ciiu, lam ca sd dl tiln hanh nghign ciru dinh lugng.
3.2. Nghien cdn dinh luong 3.2.1. Thu thdp die lieu
Tir mo hinh nghign ciru bao gom: biln dgc lap
"Giang vien"; "Djch vu hd tto va dao tao", "Hgc phi" va "Gia tri gia tang" va cac biln phu thugc la
"Sir hai Idng" va "Quyit dinh mua lai", tac gia da tien hanh xay dung cac gia thuyit nghien cira va do lucmg sir ddng tinh cua ngudi tta Idi vdi phat bilu vl cac bien dgc lap va phu thugc qua thang do Likert 5 mirc do' tir 1 (rat khong dong y), 2 (khdng dong y), 3 (khong CO y kien), 4 (d6ng y) den 5 (rit dong y).
Cac cau hoi phong van tac gia dua ra dugc xay dung bang viec bam sat gia thuygt va mo hinh nghien ciiu.
Cuoi ciing, cac dii beu dugc phan loai va xir Iy bang phan mem SPSS 20.0 va Amos dg dua ra kit luan va kien nghi giai phap.
Tac gia tign hanh thu thap dir beu cho nghien cti'u dinb lugng qua hinh thiic bang khao sat. Do anh hu'dngcuaCovidl9, tac gia tign hanh thu thap y kign ciia cac bgc vien da va dang theo hgc Chuang trinb Topica Native bang each gii'i email tdi cac tat ca cac account khach hang va thiic day ngudi hgc tra Idi thong qua viec cung cap them tai beu ho ttg hgc tap.
Dua vao Tabachnick & Fidell (1996), tac gia da xac dinh quy mo mau toi thieu can dat de cd the pban tich hoi quy tuyen tinh thi co mlu toi thieu cin phai dat dugc: n = 50 + 8m. Trong do. (i) n la quy mo mau dieu tra; (ii) m la sd lugng nhan to dgc lap. Nhu vay, miu nghien cuu vdi n = 50 + 8*7 = 106 quan sat la cd thg chip nhan dugc. Ket qua, sau 1 min giii din hgc vien theo danh sacb hgc vien dudi su cho phep ciia Topica, tac gia da nhan dugc 221 phan hdi ttr ngudi boc - nhung ngudi hgc cd phan img tich cue vdi cac boat dgng tir Topica. C6 thi khing dinb, mlu nghien ciin tbu dugc mang tinh ngiu nbien kha cao va ket qua nghien cim thu dugc tir nhirng bgc vien cd tinh than hgc tap tdt, va co su hgp tac vdi dich vu cung cap bdi Topica Native.
3.2.2'. Phdn tich die liiu
Cac tac gia da tien banh pban tich do tin cay ciia thang do qua he sd Cronbach Alpha. Sau do, bing pban tich nhan to kham pha EFA, tac gia chon lge dugc ra cac biln cd gta tri cho nghien cii'u, tac gia su dung md hinh phan tich mo hinh mang SEM de tim ra mdi quan he giira cac yiu td anh hudng va sv hai long, tim ra dugc mii'c do iinh hudng ciia cac ygu td
Sd 275 thdng 5/2020
lilt trien
Gia
HI H2 H3 H4
Bang 1. Ket qua
Moi qunn he
HL<-- GV H L ^ - G T G T HL<-- DVilTDT H L ^ - H P
R 047 215 .411 397
kiem dinh gia thuyit
SE -110 .056 116 067
CR
433 3 831 3.547 5.942
P-value
.665 000 ,000 000
Bac bo/
Chap nhan Bac bo Chap nhan Chap nhan Chap nhan Ngu6>L Nghie a nhdm uic gid (2020)
den su hai long la nhu the nao. Dg tim ra duoc mirc do anh hudng ciia 4 ygu td: Giang vien, Phuong tien va djch vu ho trg va dao tao, Hgc phi va Gia iri gia tang tdi su bai ldng ctia ngudi bgc, tac gia sir dung mo hinh phan tich mo hinh SEM.
Bgn canh dd, vdi bign phu thugc la "hanh ddng mua lai", tac gia sir dung ca sd du' lieu san cd vg hanh vi mua lai ciia ngudi bgc va ma hoa tbardi bien nhj phan (0) - Khong mua lai; (1) Cd mua lai va su dung md hinh phan tich Binary logistic dl tim ra moi quan he giii'a quyet dinh mua Iai va su hai Idng, du doan su anh hudng ciia sir hai Idng din quyit dinh mua Iai ciia khach bang.
4. Ket qua nghien CUTI
4.1. Phdn tich cdc yeu td dnh hu-dng din s^ hdi long
Phuong phap phan tich mo hinh SEM bing phin mem SmartPLS dugc sii dung de kilm dinh md hinh nghien ciru. Mo hinh kiem dinh miic do tac dgng ciia 4 yiu 16: (1) Giang vign; (2) Dich vu hd ttg va dao tao; (3) Hgc phi va (4) Gia tri gia tang. Kgt qua udc luong mdi quan he giiia cac khai mem nghien ciiu cho thay cbi c6 3 ygu to tac dgng den su hai long d miic y nghia tbdng ke 5%. Gia thuyit HI ve giang vien cd tac dgng din su bai Idng nhung lai khdng tbi hien y ngbia thdng ke d miic 5%. Ket qua kilm dinh gia thuyet dugc trinh bay tai Bang 1.
- Gia thuyet H1 cho ring ygu td giang vicn c6 anh hudng din sir hai cua ngudi hgc. Kit qua udc lugng SEM cbo thiy yiu td nay c6 mli quan he thuan chieu vdi sir hai long thg hien qua he sd [5 = 0,253;
my nhign udc lugng nay dat y nghia thong kg tai p
= 0,665>0,1 nen khong cd y nghia vg mat thdng kg.
Bang 2. Kit qua kiem djnh he s6
Hai long
Do vay, chua the kgt luan dugc viec giang vien cd anh hucmg thuan chilu tdi sir bai Idng ciia hgc vign.
- Ke tiep, gia thuyet H2 cho ring gia tri gia tang cd anh hudng den sir hai Idng cua hgc vien theo hgc tai TOPICA Native. Kgt qua phan tich md hinh ciu ttiic tuyen tinh SEM cho diay ygu td gia tri gia tang vdi sir hai ldng cd mdi quan he thuan chieu, tuyin tinh thdng qua trgng sd anh hudng P = 0,215 va dam bao y nghia thong ke cua mdi quan he nay vdi do tin cay 95%. Do dd, gia thuyit dugc chip nhan. Dilu nay cd nglna la ngudi hgc se c6 the nang cao su hai Idng cua minh danh cho khda hoc nlu hg dugc ttai nghiem nhieu djch vu gia tang khac nhu nhan sach dien ttr miln phi hen quan den chuong trinh hgc, giup hg nang cao kha nang ndi Tieng Anh ben canh cac giao trinh da cd san.
- Quan ttgng va rat dang dl quan tam hon ca la gi^a thuyit H3. Gia thuyit H3 phat bilu ring dich vu hd trg va dao cd anh hudng rit Idn den sir hal ldng ciia bgc vien ddi vdi chuong trinb hgc true tuyin tai TOPICA Native. Dua tren kit qua md hmh ciu ttiic tuyen tinh (SEM) cho thay djch vii cham sdc khach hang cd mli quan he thuan chieu vai sir bai ldng, dieu nay the bien qua he sd tac ddng Idn nhit p = ,411 va p = 0,000 < 0,1. Nhu vay, hoc vien se cam thay vo cimg bai Idng neu nhu chuong trinh dao tao dugc xay dung bai ban, hiru ich, phi. bop vdi trinh do cua mdi bgc vign, ding thdi dap ii'ng cac ygu ciu phat tngn ve giao tigp Tilng Anh ciia hoc vign trong tirang Iai. Hg cimg cam thiy bai Idng hon nlu nhu cac no, dung dao tao bao gdm ngi dung giang day, caebaikiemtravabaitapvlnbahudngtdimucti'^
chuan dau rava thich hop vdi trinh dd ciia ho' -Cuo, ciing la gia thuyit H4 Gia thuyit H4 eho
bien nhi phan Gia Iri si
36 114 10 608 a nhom lac gia (2020)
So 275 thdng 5/2020
Bang 3. IMiic do dy bao chinh xac
Buoc 1
Quan sat Kha nang mua lai
0.00 Khong 1.00 Co Ty le du doan dung chuan hoa
Dir bao Kha nan Khong
106 27
g mua lai Co
26 62
Ty le diing
80.3 69.7 75.6 Ngudn: Nghien eiru cua nhom tde gid (2020).
ring hgc phi co anh hudng den su hai Idng ddi vdi hgc vien ciia TOPICA Native. Thong qua kiem dinh mo hinh cau tnic tuyen (SEM) cbo thay tai lieu nghien ciru co moi tucmg quan thuan, myen tinh vdi mirc dg hai long the hien qua he so tac dgng p = ,397 va udc lugng nay c6 y nghia thdng ke tai p = 0,000 Chinh vi vay, gia thuyet dugc chap nhan. Dieu nay the hien rang, khi hgc phi chuong ttinh dua ra mang xirng vdi chat lugng hgc vign dugc nhan, hgp ly hon so vdi cac thucmg hieu khac cung cap cimg san pham (tieng Anh true tuygn) thi su hai Idng danh cho chuong trinh se cang nang cao,
Nhu vay, qua phan tich md hinh SEM kiem dinb cac gia thuyet, ta nhan thay ygu td dich vu hd trg va dao tao cd ttgng sd anh budng ldn nhat den sir bai long cua khach hang (P = ,411), sau do den yeu td hpc phi (P = ,397) va cudi ciing la gia tti gia tang (p
= ,215). Day la ba ygu td c6 trgng so anb hudng ldn nhat, ciing la ygu td TOPICA Native can chu y ngu mong mudn gia tang sir hai Idng ciia ngudi bgc vdi chirctng ttinh hgc. Tir ket luan nay, tac gia tiep tuc phan tich cac danli gia cua ngudi hgc ve ba yeu td:
dich vu hd trg va dao tao, hgc phi va gia tri gia tang de nit ra dugc kit luan cudi cimg.
4.2. Anh hu&ng cua su: hdi long den quyet dinh mua lai
De kigm dinh moi quan he giu'a quyet dinh mua lai va su hai long ciia ngudi hgc, tac gia su dung pban tich Md hinli hoi quy nhi phan Binary Logistic.
Thuc hien bdi quy Binary Logistic, tac gia tbu dugc ket qua nbu trinh bay tai Bang 2.
Trong Bang 2, he so sig ciia kiem dinb deu < 0.05 (do tin cay 95%). Digu nay cd y nghTa khang dinh rang su hai Idng cd anh budng den quyet djnh mua Iai ciia khach hang. De kigm dinh mirc do phii hgp ciia mo hinii, tac gia dua tren miic do du bao chinh xac va miic dd phii hgp ciia mo hinh:
Mii'c do du bao chinli xac d Bang 3 cho thay phan loai hgc vien mua Iai va khong mua Iai theo hai tieu chi: quan sat va du doan. Cd the thay rang, sd lugng ngudi hgc cd mua Iai khoa hgc la 89 ngudi ttong dd md hinb du bao diing 62 ngudi ngn ta cd ti Ie du bao chinh xac la 69,7%; so lugng ngudi hgc kbdng mua Iai klioa hgc la 132 trong do md hinh du bao dung 106 tire chiem 80,3%. Vay mo hinh du bao chinh xac 75,6% (vl mat Iy luan, md hinh chi cin tren 50% la dugc chap nhan)
Mirc do phu hgp ciia md binh dugc xac dinli dua vao kigm dinh Omnibus vdi he sd sig la 0.00 < 0.01 (vdi dd tin cay 99%). Nhu vay, cac bign dgc lap co quan be myen tinh vdi bien phu thudc trong tdng thi. N6i each khac, md binh lira chgn la phu hgp.
Bang 4. Mu'c dd phii htrp cua mo hinh Birac 1
Buoc Block Mo hinh
Gia tri Chi binh phu'O'ng 50.270 50.270 50.270
Dl 1 1 1
Gia tri sig.
.000 .000 .000 Nguon: Nghien cini cua nhom tde gid (2020).
SS 275 thing 5/2020 killllilU'llilUl'il'll
Tir cac ket qua phan tich tren, ta co phucmg ttinh hoi quy nhu sau:
log^!l ^ -4.506 + 1.149 xHL
PO
Biln su hai long cd he so p (1.149) > 0 cho thiy y nghia su hai long cd anh hudng thuan chigu ddi vdi quyit dinh mua Iai ciia khach hang. Cu the la, neu sir bai long tang len I diem pban ttam tbi xac suat ngudi hoc mua lai san pbam se tang 1,149%:
Thgm niia, khi ngudi hgc hai Idng d mirc diem HL = 5 thi xac suit (p) dl ngudi diing do mua lai san pham la:
P C^O) = ,'~"°2ZTL = 77.5%
Nhu vay, kgt qua nghien ciru da khang dinh su hai Idng ciia ngudi hgc cd tac dgng rat Idn tdi quygt dinb mua Iai cua hg. Su hai long bi tac dgng bdi 3 ygu td:
dich vu hd ttg va dao tao, hgc phi va gia tri gia tang.
Neu TOPICA Native mong muon tang ty Ie mua Iai cua khach hang, tang so lugng ngudi hgc quygt dinh mua Iai khoa hgc thi can cai thien su hai long ciia hg.
5. K^t luan
Trong bdi canh thi trudng giao due tru'c tuyen ngay cang trd ngn canb tranb ban, moi thuong hieu khdng cdn chi tap trung vao chien lugc tim kiem khach hang mdi ma ho can hudng dgn nhiing chien
lugc khac biet hoa, dem Iai gia tn iau oai ^ " J - vdng ddi khach hang, khiln khach hang tiep ttic mua lai san phim va ttd thanh kliach hang tnmg thanb.
Topica - mgt don vi cung cap san pham giao y^
ttuc tuyin tai Viet Nam my da dat dugc thanh cdng dang ke, nhimg lai cd ty le ngudi hgc quay Iai thap.
Dua tren kit qua nghign cuu, cd thg khang dinb, cd mdi lien be giira quyit dinh mua Iai cua ngudi hgc vdi sir hai Idng cua hg. Cu thg rdiu sau:
- Quyit dinh mua Iai ciia ngudi hgc bj tac dgng manh me va cimg cbigu bdi su bai Idng cua hg qua kilm dinh be sd hli quy bien nhi phan vdi he sd tac ddng B (1.149) va he sd kilm dinh sig <0.05. Cu the la, khi su hai Idng tang Ign 1 dilm pban tram thi xac suit kbacb hang mua Iai san pbam tang 1.149 diem phan tram. Khi khach hang hin Idng d miic do 5, thi xac suat dg khach hang mua lai la 77.5%.
- Su hai Idng ciia ngudi hgc bi tac dgng bdi ba yeu to chinh: dich vu dao tao va bo ttg, gia tri gia tang va bgc phi Kgt luan nay dugc khang dinh qua nghign ciiu md hinh SEM ma tac gia da thuc hien. Yeu to dicb VII hd trg va dao tao cd trgng sd anh hudng Idn nhat den su hai long ciia ngudi hgc (p = ,411), sau do den yeu td bgc phi (P = ,397) va cudi cung la gia tri gia tang (p = ,215). Day la ba ygu td cd trgng sd anh budng, cung la yeu td Topica Native can chit y neu mong muon gia tang su hai long cua ngudi hgc vdi chuong trinh hoc.
Tai lieu tham khao
Cronin, J J. &Tay[or, S.A. (1992), 'Measuring Service Quality; A Reexamination and Extension', Journal of Marketing, 56(3), 55-68.
Chai Har Lee, Uchenna Cynl Eze & Nelson Oly Ndubisi (2010), 'Analyzing key determinants of online repurchase intentions', Asia Pacific Journal of Marketing and Logistics. 23(2). 200- 221
Guenzi. G., Johnson, M.D. & Castaldo, S. (2009), 'A comprehensive model of customer tnist in two retail stores'.
Journal of Service Management, 20(3), 290- 316.
Hair. J.F.J., Anderson, R.E.. Tatham, R.L. & Black, W.C. (1998). Multivariate data analysis. 511, edn. Prentice Hall, Upper Saddle River, New Jersey.
Hennig-Thurau, Thorsten (2004), 'Customer orientation of service employees- Its imnn,-! ^„ . . . . , , , ^^ F J ^. us impact on customer sahsfaction, commitment, and retention , mernational Journal of Sei-vice Indusliy Management 15(5) 46n
Hume. M., Mort, G S. & Winzar (2007). 'Explonng repurchase intention m a perf-orming arts context' Who comes'' And why do they come back?', Jiiternalional Journal of Nonprofit and Voluntan- Sector M -k
Hui. Y.V. & Zhao. X. (2004), 'Modeling repurchase frequency and customer satisfaction f • r
International./oiinialof giialily&ReliabililyManage,min,2\{5), 5^5-563. ° ' ^^' ' ° ° ' ' °""=ts', Chtu, C , Chang, C , Cheng, H & Fang, Y. (2009), 'Determtnants of customer repurchase intention
'n onhne shopping',
si 275 thing 5/2020
•; . • -_4):761-784.
Kotler, P. & Armsttong, G. (2014), Principle of marketing Global Edition, New York: Pearson
Kotler, P. & Keller, K.L. (2009), Marketing Management, 13th Edition, Pearson Prentice Hall, Upper Saddle River.
Lee, C H , Eze, U.C. & Ndubisi, N O. (2011), 'Analyzing key determinants of online repurchase intentions', Asia Pacific Journal of Marketing and Logistics, 23(2), 200-221.
Narayandas, Das (1998), 'Measuring and managing the benefits of customer retenUon an empirical investigation', Journal of Service Research, 1(2), 108-128.
Ngayln Thanh Long (2006), 'Sir dung thang do SERVPERF de danh gia chit lugng dao tao dai hoc tai trudng Dai hoc An Gxang\ Tgp chi Khoa hgc DHQGHN. Kinh leva Kinh doanh, 32 (4), 81-89.
Oliver, Richard L. (1997), Satisfaction: A Behavioural Perspective on the Consumer, New York, McGraw Hill.
Pham, L , Limbu, Y.B , Bui, T.K , Hien T. Nguyen & Huong T. Pham (2019), 'Does e-learning service quality influence e-leaming student satisfaction and loyalty'^ Evidence from Vietnam', International Journal of Educational Teclmology in Higher Education, 16, DOI: bttps://doi.org/10.1186/s41239-019-0136-3.
PhamThiLien(2016),'Chat lugng dich vu dao tao va sir hai long cua ngudi hpc Tmdng hgp Trudng Dai hpc Kinh te, Dai hpc Quae gia Ha Npi', Tap chi Khoa hgc DHQGHN. Kinh te vd Kinh doanh, 32(4), 81-89
Snipes, R L. & Thomson, N. (1999), 'An empirical study of the factors underlying student service quality perceptions m higher education'. Academy of Ediicalional, Leadership Joumal, 3(1), 39-57
Tabachnick, B.C. & Fidell, L.S. (1996), Using Multivariate Statistics (3rded), NewYork HarperCollins.
Tse, D.K. & Wilton, P.C. (1988), 'Models of Consumer Satisfaction Fonnation: An Extension', ./oiHvm/ of Marketing Research, 25, 204-212.
Wong, N.Y. (2004), 'Customer Retention Model - A case study of a branded passenger car', liUeniational Engineering and Management Conference, Scientific Research Publishing, March 23"' 2012, China.
Wong, L.S. & Lee, W.O. (2016), 'Determinants of raobde commerce customer loyalty in Malaysia', Procedia - Social and Behavioral Sciences, 224, 60-67.
Zeithaml, V.A. & Bitaer, M.J. (2000;, Sei-vices Marketing: Integrating Cuslomer Focus across the Firm, 2nd Edition, McGraw-Hill, Boston.
Zineldin, Mosad (2006), 'The royalty of loyalty; CRM, quality and retention'. The Journal of Consumer Marketing, 23(7), 430-437.
si 275 thing 5/2020 47 l^illlH^^'l""'''!"
