Anh hffdng cua gia trj cam nhan den sff hai long cua hoc vien cao hoc
- Nghien cuU tai Tru'oitig Dai hoc Sai Gon
N G O Y I N PHAN THQ HAMG*
PHAM QUANG V I N H "
Tdm tat
Nghiin cffu sff dung phuang phdp phdn tich dinh lugng, vdi dff lieu thu thdp tff 330 hgc vien da vd dang theo hgc cdc chuyin ngdnh cao hoc tgi Trudng Dai hgc Sat Gon. Ki't qud nghien cffu cho thdy. cd 5 nhdn tddnh hudng den suhdi ldng cda bgc viin cao hgc tgi Trudng Dgi hgc Sdi Gdn Id: Gid tri tri ihffc; Gid tri dfch vu; Gid tri cdm xuc; Gid tri lien li; Gid trf xd hgi. Tren ca sd do, nghien cffu de xudt mgt sdhdm y qudn tri giup cho Nhd trudng xdy dUng cdc chinh sdch nhdm dat dugc mtic tiiu cdi thien chdl lugng hogt dgng ddo tao sau dgi hgc de ndng cao su hdi long cua hgc vien hiin dang theo hgc vd hoc vien cdc khoa hgc trong tuang lai Ttf khoa: Gid tri cdm nhdn, sU hdi ldng, hgc vien cao hgc. TrUdng Dai hgc Sdi Gon Summary
Employing quantitative method, this study carries out a survey of 330 students who have been pursuing master's degree at Saigon University. The result points out 5 factors affecting the satisfaction of master's students: Knowledge value, Service value. Emotional value.
Monetary value, and Social value. From this finding, a number of governance implications are proposed lo assist Saigon University in developing policies to achieve the goal of improving the quality of postgraduate education so as to improve the satisfaction of its present and future students.
Keyvfords: perceived value, satisfaction, master's students, Saigon University
GIC(I THIEU CO s d LY THUYET VA PHL/ONG PHAP NGHIEN CLfU
Trong bdi canh c i nffdc di'y manh
thffc hien chu trffdng xa hdi hda giio due Cd sd ly thuyd't va md hinh nghidn ctfu - dio tao, linh canh tranh cua mdi trffdng Gid tri cdm nhgn vd cdc thdnh phdn
giio due, nha't l i giio due trdn dai hoc Theo Zeithaml(1988), gii tri cam nhin la stf dinh gii ngiy cing bdc Id ro ndt. O TP. Ho Chi tdng the cua ngtfdi tidu dung ve tidn ich cua mdl san phara Minh vi Hi Npi, hiu nhtf trtfdng dai hoc hay dich vu dtfa vao nhan thffc ciia hp ve nhffng gi nhan nao cung cd tuyd'n sinh dao tao trinh do dtfdc va nhOlng gi phai bd ra. ZeithamI dinh gia nhtf mdl Ihac sy. Ngudn thu ttf hoat ddng d i o lao stf so sinh giffa hai thanh phan "nhin dffdc" va "bd ra"
niy ngiy cing cd vai trd quan trpng dd'i ciia san pha'm, djch vu. Cdn Butz vi Goodstein (1996) vdi nha Irffdng. Chinh vi vay, cac trtfdng cho rang, gii tri cam nhin cua khich hing li md'i quan he dai hpc ngay cing phai quan tim lam the' cam xuc dtfdc thie't lap giffa khach hang vi nhi cung cap nao de gia lang ldi thd' canh tranh nhlra sau khi khich hang di stf dung rapt san pham hay dich vu thu hut hpc vien. vi tha'y rang sin pham hay dich dd lao ra gia tri gia tang.
Nghidn ctfu niy dtfdc thtfc hien vdi Cdc thdnh phdn gtd tri cdm nhgn cua khdch hdng muc tidu dd xua'l thang do gii tri cam Nghien ctfu ciia Shelh, Newman va Gross (1991) nhin de' phii hdp do Itfdng trong ITnh vffc de xui't 5 nhan td ci'u thinh gia tri cam nhan ciia khich giio due, tff dd nghien citu tic ddng cua hang la: Gia tri chtfc nang; Gii tn tri thtfc; Gia tri xa gii tri cim nhan den stf hai long cua cac hpi; Gii tri cam xuc va Gia tri cd dieu kien.
hoc vidn cao hpc da vi dang theo hpc lai Theo Sweeney va Soutar (2001), cd 4 nhin to tao Trtfdng Dai hpc Sai Gdn. nen gia tf-i cam nhan khach hang la: Gii tri cha't Itfdng;
*TS., "ThS., Tri/dng D?i hoc Sai Gon
Ngdy nhdn bdi: 01/7/2020; Ngdy phdn bi^n: 18/7/2020: Ngdv duyet ddng. 26/7/2020
Economy and Forecasi Revie 141
HINHi MO HiMH NGHIEN C t f U DE X U A T
B A N G 1: TONG H O P K E T Q U A P H A N TJCH CRONBACH'S A L P H A STT
1 2 3 4 5 6 7
Thang do
Gia in fri thu'c (TTR) Gia In cam xdc (CX) Gia tri xa hoi (XH) Gia tn chiJc nang (GC) Gia m tien le (TT) Gia in dich vu (DV) Sir hii 16ng cua hoc vien cao hoc
Cronbach's Alpha 0,875 0,755 0,735 0,868 0,810 0,851 0,778
Bi^n quan sat h ^ 1$
(H^sS'tiAfngquan bign tdng > 0,3) T T R l , r r R 2 , T T R 3 . TTR4, TTR5 CX1,CX2, CX3 XH1,XH2, XH3 GC1,GC2. GC3.GC4 TTI.'n"2,TT3,TT4 DVI.DV2, DV3, DV4 HL1,HU.HL3, HL4 Nguon: Ket qua t i / phan tsch SPSS cua c a r tur gia
Gia tri tinh theo gia ci; Gii tri xa hdi va Gii tri cam xuc. Trong khi dd, Javier Sanchez-Garcia va cdng stf (2006) de xui't md hinh do li/dng gia tri cam nhin gom 5 thanh phan, g6m: Gii trj dich vu; Gii tri nhin stf; Gia tri chtfc nang (hay chit Itfdng); Gii tri tinh theo gii ci (hay gii c i lien te); Gii tri cam xiic; Gii tri xi hdi.
Su hdi long
Theo Oliver (1997), stf hai long li phin tfng ciia ngffdi tieu dung dd'i vdi vide dffdc dip ffng nhiTng mong mud'n, Dinh nghia nay cd ham y ring, sff thda man chinh la SLT hii ldng ciia ngffdi lidu dung trong vide tidu dung san pham hoac dich vu do nd dap tfng nhffng mong mud'n cua hp. bao gom c i mtfc dp dip tfng trdn mtfc mong mud'n vi dtfdi mtfc mong mud'n.
Cdn ZeithamI vi Bitner R (1996) cho ring, stf hai Idng cua khich hang li stf dinh gii ciia khich hang ve mdt san pham hay mdt dich vu da dap tfng du'dc nhu cau vi mong ddi ciia hp.
Mdi quan hi giffa gid tn cdm nhdn va sU hdi long Theo Williams vi Soutar (2009), gii tri cim nhin dtfdc ve mil cam xuc inh hirdng Idn dd'n mtfc dd hai Idng, do dd de xuit gti iri cam nhan dffdc ve linh cam quan trpng hdn ca gii tri cam nhan dffdc \ e mat kinh td'. Trong khi dd, ZiethamI (1988) cho ring, stf hii Idng Clia khach hing cd the' dtfdc do bing chinh stf phan hoi ve trai nghidm cua ngtfdi khich dd. Dd li cam nhin Clia khach hing ve gii tri ciia sin phara ve raJit kinh te' vi/hoac tinh cara sinh ra ttf trai nghiera lim cho khich hing hai long hay khdng hai long.
Tren cd sd cic nghidn cffu lien quan, nhdm lac gii de xua't md hinh nghien cffu nhff Hinh.
Cac gii thuyd't diTdc dffa ra li:
Gid thuyet HI: Cd md'i quan he cung chieu giffa Gii tri chffc n3ng va Sff hii Idng Clia hpc vidn cao hpc.
Gid ihuyi'i H2: Cd md'i quan he cung chieu giffa Gia tri tri thtfc v i Sff hai Idng Clia hpc vidn cao hoc.
Gid thuyi't H3: Cd md'i quan hd cung chiiu giffa Gia tri cam xuc va Sff hai Idng Clia hpc vidn cao hpc.
Gid thuyet H4: Cd md'i quan he cung chieu giffa Gia tri xa hdi v i Sff hii ldng Clia hpc vien cao hpc.
Gid thuyet H5: Cd moi quan he cung chiiu giffa Gii tri dich vu v i Stf hai long cua hpc vien cao hpc.
Gid thuyet H6: Cd md'i quan he cung chieu giffa Gii tri tien te va Sff hii long Clia hpc vidn cao hpc.
Phtftfng phap nghidn cihi De cd dff lidu, nghien ctf^i thtfc hidn khio sal dd'i vdi 330 hpc vidn cao hpc da vi dang theo hpc tai Trtfdng Dai hpc Sii Gdn phin chia theo chi tieu tuyen sinh Clia cac chuyen nganh, gom: Quin tri kinh doanh; Tai chinh - Ngin hang;
Quan ly giao due; Ly luan va phtfdng phip giing day bd mdn Toin. Ke't qui sau khi thu thip con lai 304 bang cau hdi hdp le de' tie'n hinh phin tich, Thdi gian thtfc hidn khao sit iff ngay 10/04/2020 de'n 15/04/2020. Dff lieu dffdc xff ly thdng qua phan mim SPSS 20.
KET QUA NGHIEN CLTU
Ph^n tich dO tin dky Cronliach^s Alpha Ke'l qua phan lich cho thi'y, cic thang do thinh phin deu cd he sd' Cronbach's Alpha ldn hdn 0,7 (thang do Gia tri cim xuc cd he so' ldn hdn 0,6); mdt sd' he sd' Iffdng quan bien tong (Corrected item total correlation) cua bid'n quan sit cd gii Iri nhd hdn 0,3, nen loai cic bid'n niy ra sau do chay lai. Ke'l qua cud'i ciing cho tha'y, cic bien deu cd be so' ldn hdn 0,3, nen dat yeu cau dtfa vao phan lich nhan id' kham phi (EFA). Kd't qua cuoi ctfng nhtf Bang 1.
PhSn tich EFA
Thang do cdc nhdn to dnh hudng de'n stf hdi long cda hgc vien cao hgc
Ke't qui phan tich EFA L.in thay, hd sd KMO = 0.745 > 0.5, kiem dinh Bartlett cd y nghTa \ e mat thd'ng kc ,' C| 05, 142
chffng td cic bien quan sit cd tffdng quan trong tdng th^. Kd't qua phan tich EFA cho ra 6 nhan td dffdc nil trich tai didm Eigenvalue bing 1,357 > I, tdng phffdng sai = 66,952%, cho bid't 6 nhan to nay giai thich dffdc 66,952% bie'n thien cua dff lieu. Kd't qua cud'i cung nhff Bang 2.
Thang do stf hdi long cua hgc vien cao hgc
Thang do sff hai long ciia hpc vien gdm 4 bie'n quan sat. Sau khi phin lich Cronbach's Alpha (0,778), cac bie'n diu dim bio dd tin ciy, khdng bie'n nio bi loai, nen tie'p tuc dffdc tid'n hanh phan tich EFA de danh gii dp hdi lu cua cic bie'n quan sit theo cac thinh phan.
Kiem dinh Bariell cd y nghTa v l mat thd'ng ke (Sig. < 0,05), long phffdng sai bang 60,809%, cho bid't nhin Id' "Sff hii ldng" giii thich dffdc 60,809% bid'n thidn ciia dff lidu. Nhin Id' trich cd he so' Eigenvalue = 2,432 > 1, trpng sd'nhin Id' (factor loadings) deu cd gia tri ldn hdn 0,5, do dd nhin td' phu thudc "Stf hii ldng" vin giff lai 4 bid'n quan sit (Bing 3) va dtfdc dtfa vao phan tich hoi quy d btfdc tie'p theo.
Cin ctf v i o kd'l qua dinh gii thang do qua phin tich Cronbach's Alpha vi phin tich EFA, cic gii thuyd't vi rad hinh nghien cu\i cic nhin to' dnh htfdng den sff hii long dffdc giff nguyen so vdi md hinh \^ thuye't,
Phgn tich tifdng quan
Ket qua ma trin tffdng quan giffa cac bid'n cho thi'y cac bie'n ddc lip khdng cd ttfdng quan hoan toin vdi nhau, he so' ttfdng quan giffa cic bid'n doc lap deu nhd hdn 1. Bid'n phu thupc cd md'i tffdng quan tuye'n tinh vdi ca 6 bie'n ddc lip,
Ket qua Bang 4 cho tha'y, R^ hieu chinh bing 0,537 < R= = 0,546, chffng td md hinh h6i quy phu hdp vdi mffc 0,537.
Dieu nay cd nghTa la 53,7% sff bie'n thien cua HL (stf hii long) dtfdc giai thich bdi stf bid'n thidn ciia 6 bie'n ddc lap TTR, CX, XH, CN, TT, DV. Ngoii ra, he so Durbin - Watson (d) cho kd't qua d = 1,780 (l< d <3), ndn cd the ke't luin, cac phan dtf li ddc lip vdi nhau hay khdng cd tffdng quan giffa cic phan dtf,
Kd't qua hoi quy lin thtf nha'l cho thi'y, vdi mtfc y nghia 5%, nghia cac nhin td: TTR, CX, DV, XH, TT cd gii hi Sig, < 0,05. Tuy nhidn, do nhan td' CN cd gii tri Sig. = 0,170 > 0.05, vi the'ta loai bid'n CN ra khoi rad hinh hdi quy. Hd sd phdng dai phtfdng sai VIF
BANG 2 MA TRAN NHAN TO DA XOAY KHI PHAN TICH EFA NbSn $
TTRl TTR2 TTR3 TTR4 TTR5 CXI CX2 CX3 XHl XH2 XH3 CNl CN2 CN3 CN4 TTI TT2 TT3 TT4 DVl DV2 DV3 DV3
TTR 0,735 0,846 0,740 0,788 0,859
DV
0,844 0,757 0.849 0,863
TT
0,806 0,761 0,674 0,801
CN
0,784 0,812 0,695 0,797
CX
0,786 0,830 0,695
XH
0,746 0,8i7 0,822
BANG 3: MA TRAN NHAN TO Vdl THANG DO Slj HAI LONG )., Sifhitilftiig HLl
HL2 HL3 HL4
0,902 0,882 0,704 0,586
BANG 4: Stf TtfdNG QOAN GICfA BIEN DQC LAP VA BIEN PHg THUQC TTR
DV TT CN CX XH HL
TTR 1 0,038 0,349««
-0.054 0,366««
0.126' 0,624**
0,000 DV
1 -0,065
0,056 0.012
0,013 0,268««
0,000 TT
1 0,114*
0,415**
0,121*
0,400**
0,000 CN
1 0,120*
0.228**
0,104 0,070
CX
1 0,143- 0,469**
0,000 XH
1 0,203*«
0,000 HL
1
^iguon K f l i q j a : „ - p n f - - -• -^ -I::, ^a C a - l a c Gia
(Variance Inflation factor - VIF) dat gia tri ldn nha't l i 1,317 (nhd hdn 10) cho dti'y, cic bie'n ddc tap niy khdng cd quan he chat che vdi nhau, nen khdng cd hidn ttfdng da cdng luye'n xay ra. Sau khi loai bid'n CN ra khoi rad hinh hoi quy, tic gia tie'n hinh phin lich hdi quy lan 2 bang phtfdng phip Enter, ke'l qua dtfdc the hien nhtf Bang 5.
Phtfdng trinh hdi quy chuan hda cd dang:
Y = 0,47}X, + 0.256X, + O.I51X^ + 0.217X^+
0.09 IX^
Trong dd:Y: Stf hai Idng
X,: Gia tri tri Ihtfc; Xj: Gia tri dich vu; X^: Gia tri tien te; X., Gia tri cam xuc; X : Gii trj xa hpi.
Economy and Foreca.M Review 143
I ^ 6 hJDh
1 Hang so'
TTR DV TT CX XH
B A N G 5: H t SO H 6 | QUY LAN 2
chifa chu^n hda B 0,337 0,373 0,193 0,121 0,171 0,072
Sai sfi chu^n 0,211 0,034 0,030 0,036 0,035 0,031
H | s K ' chu^Dhoal t '
Beta 1 sie-l Da c§ng tuyd'n L 1 l,596i0,!12i
0.471 10,85110,000, 0,256 6,508.0,000, 0,15li 3,392lwJ0r 0,217 4,860;0,000 0,091, 2,285 0,023
0,813 0,991 0,775 0,766
VIF 1,2-30^
1,009 1,291 1,305 0,971; 1,030
KET LUAN VA DE XUAT HAM Y QUAN TRI Ke't qui nghien ctftf cho tha'y, cd 5 nhan to inh htfdng dd'n stf hai long cua hpc vidn cao hpc tai Tn/dng Dai hpc Sai Gdn theo thtf ttf giim dan la: Gia tri tri thtfc (p=0,471);
Gii tri dich vu (p=0,256); Gii tri ti6n td ([3=0-151). Gii tri cam xuc (P=0,217); Gii tri xa hdi (P=0,091).
Kd't qua nghien cu^ gitip de xuat mpt sd'ham y cho Trtfdng Dai hpc Sai Gdn nhtf sau:
M^t Id, thtfdng xuyen va dinh ky thtfc hien vide khio sit dinh gia nhu cau thi trtfdng lao ddng de kip bd sung, stfa ddi chu'dng trinh dao lao cho phiJ hdp vdi nhu c^u bid'n ddi nhanh chdng cua thj trtfdng lao dpng va cua xa hpi. Tang ctfdng cac hoat dpng thtfc td'chuydn mdn trong cic hpc phan giup ngtfdi hpc cd the hoin thidn nghe nghiep.
Hai Id, td chtfc nhieu budi chuyen de. mdi cic chuydn gia v^ chia se nhffng van de lidn quan dd'n chuyen radn, phtfdng phip nghien ctfu khoa hoc nhara giup cung cd' nang life nghien ctfu cua hpc vien trffdc khi btfdc vio giai doan lam luan van td't nghiep.
Ba Id, chui'n dau ra trong gU' ^''^^
hidn nay, nhi't li ve tnnh dd ngoai ngiJ"
theo quy dinh l i mpt trd ngai dd'i vdi rapt so' it ngtfdi hoc. Mdl vii hpc vien cdn chim tie'n dd trong qui tnnh lim luan van td't nghiep, do chtfa dat trinh dp chtfng chi ngoai ngff theo quy dinh. Can tang ctfdng day ngoai ngff trong qua tnnh giang day de ning cao nSng Itfc ngoai ngff cho hpc vien.
Bdn Id, tang ctfdng stf phd'i hdp vdi cic ddn vi cd lien quan sao cho hoc vien nhan dtfdc stf hd trd td't nha't ttf Nhi trtfdng; quan lam dd'n viec cai thien he thd'ng cd sd vat cha't, cic trang thid't bi. phtfdng tidn phuc vu cho cdng tic giang day. Dong thdi, bo sung thdm cic tii lieu bing tie'ng Anh cap nhit cho cic hpc phan cd sd, nganh vi chuydn nginh. Qua dd d i p tfng mdt each ld'i nha't cho nhu cau hpc t i p vi nghien ctfu cua hpc vidn.
Nam Id, cd cic chinh sich hd trd hpc phi cho cic ddi ttfdng khic nhau dd khuye'n khich sinh vidn td't nghidp tie'p tuc theo hpc chtfdng trinh thac sy tai trtfdng, cip hpc bdng cho cic hoc vidn cd thanh tich cao khi thi dau vio.
Sdu Id, tfng dung cdng nghd thdng lin va cic phffdng tien truyen thong hien dai de quang b i trie't ly giio due, hinh anh vi chffdng trinh hpc de nhieu ngtfdi bid't de'n Trtfdng Dai hpc Sii Gdn.Q
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