Cdc yeu to dntt hi/dng den gid tti thuang hiiu...
CAC YEU TO ANH HlTdNG DEN GIA TRI THlTONG HIEU TRlTdNG CAO DANG KINH TE DOl NGOAI
Nguyen Tan Danh*
T O M T A T
Nghien ciru nay hieu chinh mo hinh dinh luong cdc thanh phan cua gid tri thuong hieu cua Truong Cao ddng Kinh te Doi ngoai (CDKTDN). Nghien cim duoc thuc hien bang phuong phdp phong vdn tnxc tiep 250 sinh vien dang theo hoc tai trucmg qua bang cdu hoi, van dung phuang phdp kiem tra dQ tin cay Cronbach's Alpha, phan tich nhdn to Ichdm phd (EFA): vd mo hinh hoi quy bdi thong qua phan mem phan tich da lieu SPSS 20.0. Ket qua nghien cim cho thay gid tri thuang hieu cua Truang CDKTDN chiu dnh hucmg ciia hai yeu to la "long trung thanh thuang hieu " vd "lien tudng thuang hi^u". Trong do, yeu to "long trung thanh thuang hieu" dnh huang nhieu nhdt. Tie do, nghien citu di xudt cdc giaiphdp den Ban lanh dqo nhd truang nhdm ndng cao han niia gid tri thuang hieu Truang CDKTDN.
Tir kh6a; chdt luong cdm nhdn, lien tuang thuang hieu, long trung thanh thuang hieu, nhdn biet thuang hieu, gid tri thuang hieu cua Truang CDKTDN.
T H E F A C T O R S A F F E C T I N G T H E B R A N D E Q U I T Y O F C O L L E G E O F F O R E I G N E C O N O M I C R E L A T I O N S
ABSTRACT
This research adjusts a quantitative model to examine components of brand equity of the College of Foreign Economic Relations (COFER). 250 students were interviewed directly by questionnaires. The Cronbach's Alpha reliability test, the Exploratory Factor Analysis (EFA) and the multiple regression model were applied in the article through the statistical analysis software SPSS 20.0. The results showed that there are two main components of brand equity of the COFER, arranged by the descending importance including "brand loyalty", "brand associations". Thence, some recommendations for Board of Rectors of COFER to enhance their brand equity are proposed in this article
Keyviords: perceived quality, brand associations, brand loyalty, brand awareness, brand equity ofCOFER.
1. D A T VAN DE
Trong xu huong xa hoi hoa giao due hien dinh thuong hieu trong linh vttc dao tao va giao nay, cac truong cao dSng, dai hpc noi chung dSu due la mot nhu c4u cip thiSt, bdi thuang hieu nhan thuc duoc rang viec xay dung va khSng gop phan quyet dinh den su ton tai va phat trien
ThS. GV. Khoa Quan tri lanh doanh - Trudng Cao ddng Kinh te Doi ngoai, DT: 0907.972.667 Email: [email protected]:
Tap chi Kinh tfe' - Ky thu^t
cua cae trudng. Xay dung thuang hieu eiing la each dd eae trudng gidi thieu minh vdi ngudi hpc, vdi cac doanh nghiep, lam cho ngudi hpc biet, lua ehgn va sii dung dich vu dao tao do cac trudng eung cap; giiip doanh nghiep cd su tin cay de lidn kdt, hgp tac dao tao va su dung ngudn nhan luc dugc dao tao tir cae trudng; ddng thdi xay dung thuang hidu cung la mot tieu ehi thd hien su mirih bach hda cdng tac giao due ciia cae trudng. Vdi ban 40 nam hinh thanh va phat tridn, Trudng CDKTDN da nd lue rat nhidu trong vide phan dau trd thanh mot trudng dao tao cd uy tin, cd chit lupng eao dap ling nhu cau xa hdi. Nghidn ciiu nay vdi muc dieh danh gia gia tri thuang hidu ciia trudng chiu tac ddng bdi nhung yeu td nao va de xuat mot sd giai phap trong vide tao dung va phat tridn thuang hieu Trudng CDKTDN ddi vdi khach hang, khang dinh vi thd trong ITnh vuc giao due nghd nghiep giai doan hien nay.
2. CO SOf LY THUYET VA MO HINH NGHIEN CUtJ
2.1. Khai nidm thuong hieu
Hien nay, thuat ngir thuang hidu dang duge sii dung rat rgng rai. Tuy nhidn, cd rat nhidu quan diem khac nhau ve thuat ngu nay. Cae khai niem dudi day ed thd khai quat mot each rd nhat ve thuang hidu.
Theo Hiep hdi Marketing Hoa Ky thi
"Thuong hidu la mot cai ten, mot tir ngii, mot dau hidu, mot bidu tugng, mot hinh ve hay tdng thd cac ydu td kd tren nham xac djnh mot san pham hay mot dich vu eua mot (hay mot nhdm) san pham hay dich vu ciia mot (mot nhdm) ngudi ban va phan biet cac san pham (dich vu) do vdi cac ddi thu canh tranh".
Theo Td chiic sd hiiu tri tue thd gidi:
"Thuang hieu la mot dau hidu (hiiu hinh va vd hinh) dac biet dd nhan biet mot san pham hang hoa hay mot dich vu nao dd dugc san xuat hay dugc cung cap bdi mot ea nhan hay mot td chiic.
Ddi vdi doanh nghiep, thuang hieu la khai niem trong ngudi tidu diing vd san pham, dich vu vdi
dau hieu cua doanh nghiep gin len be mat san pham dich vu nhIm khlng dinh chit lugng va xuit xii. Thuang hieu la mot tai san vd hinh quan trgng va doi vdi eae doanh nghiep Idn, gia tri thuong hieu cua doanh nghiep chidm mot phan dang kd trong tdng gia tri cua doanh nghiep"
Cdn theo Philip Kotler - "cha de" cua marketing hien dai thd gidi cho rang; "Thuang hidu cd thd dugc hidu nhu la: ten ggi, thuat ngu, bidu tugng, hinh ve hay sir phdi hgp giiia chiing duge diing de xac nhan san pham cua ngudi ban va dd phan biet vdi san pham cua doi thu canh tranh".
Cd the chia khai niem thuang hieu thanh hai quan diem chinh: (1) Quan diem truyen thdng, thuang hieu la mot cai ten, bidu tugng, ky hieu, kieu dang hay mot su phoi hgp cua cac yeu td tren nham muc dich de nhan dang san pham hay dich vu cua mot nha san xuat va phan biet vdi cac thuang hieu eua ddi thu canh tranh. Vdi quan diem truydn thdng nay, thuang hieu dugc hidu nhu la mot thanh phan cua san pham, va ehiie nang ehinh eua thuang hieu chinh la diing de phan biet san pham cua minh vdi san pham canh tranh cung loai; (2) Quan didm tdng hgp ve thuang hidu eho rang thuong hieu khdng chi la mot cai tdn hay mot bidu tugng ma la ten tudi, tidng tam, la uy tin, la "phan hon" cua doanh nghiep. Thuang hieu la mot thudc tinh cung cap eho khach hang muc tidu cac gia tri ma hp doi hdi, theo quan diem nay, san pham chi la mot thanh phln ciia thuang hidu, chii yeu cung cap Igi ich chirc nang cho khach hang. Quan didm (2) ngay cang duge nhidu nha nghien ciiu va thuc tidn chip nhan. Ly do la khach hang ed hai nhu elu; nhu cau vd chiic nang va nhu clu vd tam ly. San phim chi cung elp cho khach hang Igi ich ehiie nang, va thuang hieu mdi eung elp cho khac hang ea hai.
2.2. Gia tri thirffng hieu
Khai niem gia tri thuong hieu chi mdi xuit hien vao dlu nhimg nam 1980, nhung da nhanh chdng nhan dugc su quan tam cua nhidu nha
Cdc yeu to dnh hudng den gid tri thuang hieu...
nghien ciiu trdn thd gidi. Lassar et al (1995) da dd nghi nam thanh phln ciia gia tri thuang hidu:
chit lugng cam nhan, gia tri cam nhan, an tugng thuang hidu, Idng tin vd thuang hieu eua khach hang va cam tudng khach hang vd thuang hidu.
Ddng thdi, nghidn cihi ciia Lassar et al (1995) ciing chia thanh hai nhdm quan diem va each danh gia vd gia tri thuang hieu chinh: (1) quan didm dlu tu hay tai chinh va (2) quan didm khach hang. Bai nghidn cim nay theo quan didm dua trdn khach hang.
Theo David Aaker (1991, 1996), dng eho rang "gia tri thuang hidu la mdt tai san vd hinh gan lien vdi tdn va bidu tugng cua mdt thuang hieu, nd gdp phan lam tang them (hoac giam) gia tri cua mdt san pham hoac dich vu ddi vdi cdng ty va ddi vdi khach hang cua cdng ty". Theo dd, cac thanh phan ciia gia tri thuang hidu bao gdm: long hung thanh, nhan bidt thuang hidu, chat lugng cam nhan, lien tudng thuang hieu va cac tai san thuang hidu khae nhu bang sang chd, nhan hidu hang hda, mdi quan he vdi kenh phan phdi.
Keller (1993) nhin nhan gia tri thuang hidu dua vao khach hang tir gde dp tam ly nhan thirc
ngudi tieu dung va djnh nghTa nd chinh la hieu irng khac bidt cua kidn thiie thuang hidu dua trdn phan ling cua khach hang ddi vdi hoat ddng tidp thi thuang hidu dd. Kien thiie ciia khach hang bao gdm hai thanh phan chinh: nhan bidt thuang hidu va an tugng ve thuang hieu. Mo hinh gia tri eiia Keller (1998) cho thay siic manh cua thuang hidu nam d nhimg gi khach hang bidt, cam giac, nhin thay va nghe thay vd thuang hieu, la kdt qua cua qua trinh trai nghidm thdi gian.
Vdi nghien ciiu cua Kim va Kim (2005) da didu ehinh lai md hinh nghien ciiu cua Aaker va dd nghi bdn thanh phan de do ludng gia tri thuang hidu: nhan bidt thuang hidu, chat lugng cam nhan, sir trung thanh thuang hidu va hinh anh thuong hieu. Trong dd, ydu td hinh anh thuang hidu dugc sii' dung thay thd cho lien tudng thuang hidu.
2.3. Mo hinh nghien cihi
Qua nghidn cuu cac md hinh ve gia tri thuang hieu trinh bay d trdn, tac gia de xuat md hinh do ludng gia tri thuang hidu Trudng CDKTDN (COFER) trdn ca sd kd thira md hinh nghien ciiu gia tri thuong hieu eua Aaker (1991).
Hinh 1: Mo hinh nghien cuu dixudt Nhdn biet thuang hieu
Chdt luong cdm nhdn Liin tuang thuang hieu Long trung thanh thuang hiiu
Gid tri thuang hieu COFER
2.4. Phirong phap nghien cuu
Phuang phap nghidn ciiu phdi hgp dinh tinh va dinh lugng: nghidn ciiu dinh tinh bang ky thuat thao luan nhdm, kdt qua lam ea sd cho vide thidt kd bang eau hdi. Nghien eiiu dinh lugng qua hai budc: (1) Nghidn cdu sa bd dupe thuc hien blng ky thuat phdng van true tidp 50 sinh vidn dang theo hpc tai Trudng CDKTDN thdng qua bang eau hdi ehi tidt, kdt qua dung
dd sang lgc eae bidn quan sat do ludng cac khai niem thanh phan eiia gia trj thuang hieu;
(2) Nghien cuu chinh thiic ciing dung ky thuat phdng vIn true tidp khach hang la smh vien dang theo hpc tai trudng, phuang phap ehgn mlu thuan tien, dii lieu thu thap duge ma hda va phan tich Cronbach's Alpha, EFA, phan tich hdi quy tuydn tinh dugc su dung de kidm dinh md hinh nghien ciiu.
Tap chi Kinh t g - K y
Nghien ctiu su dung thang do Likert 5 diSm, la hoan toan dSng y. Mo hmh su dung thang do voi 1 la hoan toan khong dong y, 2 la khong gdm 22 bi6n quan sat dugc chia thanh 5 phin dong y, 3 la khong co y kiSn, 4 la ddng y va 5 nhu sau:
Bang 1. Thang do cdc yeu to dnh hudng den gid tri thuang hi^u Truong CDKTDN STT
I 1 2 3 4 5 II 6 7 8 9 III
10 11 12 13 14 15 IV 16 17 18 19 V 20 21 22
Cdc thang do Nh3n biet thu-ofng hieu (AW)
Ban de dang nhan ra nhung biSu tuong, hinh anh dac tnmg ciia truong CDKTDN
Ban CO the hinh dung rit nhanh nhiing dac diSm cua truong CDKTDN Ban bik ro vi nhung dac diSm cua truong CDKTDN
Ban CO the phan biet dugc hruong CDKTDN voi cac trucmg khac Truong CDKTDN dugc nhieu nguoi bik va nhac d6n Cliat luQ^g c^m nhan (PQ)
Khi hgc a truong CDKTDN, ban thay dugc hoan thien rat nhieu ve pham chat va tu each
Khi hgc g truong CDKTDN, ban dugc trang bi nhung kien thirc va ky nang chuyen mon rat tot
Khi hpc g truong CDKTDN, ban phat trien dugc nhihlg ky nang mem rat tot Chat lugng dao tao cixa truong CDKTDN rat cao
Li§n tuoTig thuoTig hieu (AS)
Truong CDKTDN co danh tieng trong ITnh vuc ban dang theo hgc Xa hpi danh gia r4t tich cue nhirng nguoi tot nghiep tir tnrong CDKTDN Trucmg CDKTDN co chuong trinh dao tao rat tien tien
Tnrong CDKTDN co nhimg hoat dgng ngoai khoa va quan he vdi doanh nghiep rat tdt
Truong CDKTDN cd dgi ngu giang vien gioi chuyen mdn va tam huyet vgi nghe
Ban ludn cd cam ughT tdt dep vS trudng CDKTDN Long trung thanh thirgng hieu (LY)
Vdi nganh hgc da ehgn, nSu ban dugc ehgn lai trudng dS theo hgc, ban vln chon trudng CDKTDN
Khi nhirng ngudi khac mudn theo hoc nganh gidng nhu ban, ban se khuyen ho theo hoc tai trudng CDKTDN
Ban luon ndi tdt vdi ngudi khac ve trudng CDKTDN
Khi can nhSc lua chon trudng ik theo hgc, trudng CDKTDN la su lira ehgn dau tien cua ban
Gia tri thirffng hi^u tSng thi (BE)
Kha nang kidm viec lam phii hgp sau khi tdt nghiep tai trudng CDKTDN la rat cao
Nhiing ngudi tdt nghiep tai ttudng CDKTDN dugc xa hdi danh gia rat cao Dii cac trudng khac cd ciing dac diSm vdi trudng CDKTDN, ban van chon trudng CDKTDN dd theo hoc
Ky hi^u
AWl AW2 AW3 AW4 AW5
PQl PQ2 PQ3 PQ4 ASl AS2 AS3 AS4 ASS AS6
LYl LY2 LY3 LY4
BEl BE2 BE3
Cdc yeu to dnh hUdng den gid tri thuong hieu...
3. K E T QUA NGHIEN CUtJ VA T H A O LUAN 3.1. K^t qua nghi@n cihi
3.1.1. Thong tin khao sat
Cugc khao sat dugc thuc hien trong thang 4/2018, 275 bang cau hdi duge phat ra cho sinh
vien dang theo hge tai Khoa Quan trj kinh doanh eiia nha trudng. Ket qua thu ve 275 phieu hap le va sau khi lam sach du lieu cd 250 phieu dat ydu cau dua vao phan tich. Dac diem mau nghidn cim duge trinh bay trong Bang 2.
Bang 2: Thong tin khdo sdt
Ndi dung Sd luwng Ty 1| %
Gioi tinh Nam
N u
Tong
41 209 250
16,4 83,6 100,0 Phan loai sinh vien theo nam
Nam thir nhat Nam thir hai Nam cudi
Tong
75 82 93 250
30,0 32,8 37,2 100,0 Chuyen nganh
Quan tri doanh nghiep thuong mai Marketing thuong mai
Quan tri kinh doanh Nha hang - Khach san Tin hgc quan ly
Thuong mai dien tir Quan tri kinh doanh xang dau
Tong
46 61 105
16 13 9 250
18,4 24,4 42,0 6,4 5,2 3,6 100,0
3.1.2. Kiem dinh thang do vd mo hinh do lie&ng
Dd danh gia tinh nhat quan ndi tai eua cac khai nidm nghien ciiu, phuang phap he sd tin eay Cronbach's Alpha va phuang phap phan tieh nhan td EFA dugc thue hien thdng qua phan mdm SPSS. Didu kien dam bao dd phan tieh khi cac thang do cd he sd tuang quan bidn - tong >
0,3 va dat tidu chuIn chon thang do khi he so Cronbach's Alpha tir 0,6 trd Idn. Theo kdt qua kidm dinh Cronbach's Alpha lln 1 thi eae thang do thupc nhdm nhan td "Lien tudng thuang hidu" dat ydu clu. Trong nhdm nhan td "Nhan bidt thuang hidu" cd thang do "AW5_ Truamg CDKTDNduac nhiiu nguai biit vd nhdc din";
Nguon: kit qua phan tich so lieu cua tac gid nhdm nhan td "Chat lupng cam nhan" ed thang do
"PQlJChi hoc tai Truang CDKTDN, ban thdy duac hoan thien rat nhieu ve pham chdt vd tu cdch " va trong nhdm nhan td "Long trung thanh thuang hidu" cd thang do "LYl_Vai ngdnh hoc da chon. neu ban duac chon lai truang de theo hoc, ban vdn chon Truang CDKTDN" \a. khdng dam bao duge didu kidn ndn bi loai. Tir ket qua trdn phai thue hien kiem dinh Cronbach's Alpha lan 2. Ket qua Cronbach's Alpha eua thang do bdn ydu td anh hudng den gia tri thuang hidu va gia trj thuang hieu tdng the dugc thd hien trong bang 3 deu dat yeu cau. Nhu vay, cae bien do ludng cac khai niem nghien ciiu ddu dugc sir dung trong phan tich EFA kd tidp.
Tap chi Kinh te - Ky thuat
Bang 3: Tom tdt ket qua kiim dinh Cronbach's Alpha Idn 2 STT
1 2 3 4 5
Thanh ph§n Nhan biet thuong hieu (AW) Chat lugng cam nhan (PQ) Lien tudng thuong hieu (AS) Ldng trung thanh thuong hieu (LY) Gia tri thuong hieu tdng the (BE)
So biln 4 3 6 3 3
He so Cronbach's Alpha 0,817 0,798 0,852 0,817 0,859
H? s6 tirOTig quan bien - t6ng th^p nhit
0,604 0,482 0,451 0,610 0,716
Kdt qua phan tich EFA thd hien qua bang 4 eho thly: he sd KMO ^ 0,754 vdi y nghTa la 0,000 trong kidm dinh Bartlett's test. Nhu vay, cac bidn thda man didu kidn trong phan tich nhan to. Bdn nhan td trich dugc ddu cd he sd tai nhan td > 0,5, didu nay chiing td eae bidn quan
NguoD: ket qua phan tich so lieu cda tac gid sat va nhan to ed quan he chat ehe vdi nhau, dam bao miic y nghTa thidt thue cua EFA. Tdng phuang sai trich la 66,405% > 50%. Chi s6 Eigenvalue cua bdn nhan td deu idn ban 1,0 nen bdn nhan td nay ddu giil lai trong md hinh phan tich.
Bang 4: Ket qud hi so tdi nhdn to EFA Bien quan sat
ASl AS2 AS6 AS4 AS3 AS5 AW2 AWl AW4 AW3 LY2 LY3 LY4 PQ4 PQ2 PQ3 Chi so Eigenvalue Phuong sai trich
Gia tri iiiy tien ciia phuang sai trich Cronbach's Alpha
Hi 1 0,845 0,829 0,753 0,748 0,745 0,546
4,174 26,089 26,089 0,852
6 tai nhan to ciia cac thanh phSn 2
0,841 0,803 0,799 0,740
2,333 14,578 40,667 0,817
3
0,856 0,848 0,821
2,142 13,385 54,053 0,817
4
0,904 0,895 0,721 1,976 12,352 66,405 0,798 Nguon: ket q
Cdcyeu to anh hisdng den gid tri thuang hieu...
Nhu vay, thang do gia tri fliuong hieu cua Tnrong CDKTDN vIn giO 4 ySu td nhu ban dto sau khi phan tich nhan td EFA vdi 16 bidn quan
Bang 5: Phan tich nhdn to cho bien
sat. Cac nhan td trich dugc ddu dat dp tin cay va gia tri.
"Gid tri thuang hieu tong the"
Biln quan sat
BEl_Kha nang kiem vide lam phii hgp sau khi tdt nghiep tai trudng CDKTDN la rIt cao BE2_Nhixng ngudi tdt nghiep tai trudng CDKTDN dugc xa hdi danh gia rat cao
BE3_Du eae trudng khac cd cimg dac didm vdi trudng CDKTDN, ban v l n ehgn trudng CDKTDN de theo hpc
H | s6 t§i nhan to 0,892 0,885
0,873 Gia tri Eigen
2,342 Phinmg sai trich
78,057
Cronbach's Alpha
0,859
Bang 5 cho thay ket qua phan tich EFA thang do gia tri thuang hidu tdng thd trich duge mot nhan td tai gia tri Eigen la 2,342 > 1. Kidm dinh KMO va Bartlett's cd gia tri 0,734 va Sig = 0,000 (<0,05). Cae bidn cd he sd tai nhan to Idn hon 0,5 ndn cac bien quan sat ddu quan trpng trong thanh phan gia tri thuang hidu tdng thd eua Trudng CDKTDN, phuong sai trich cd gia tri la 78,057% >50%.
Nguon: kit qud phan tich so lieu cua tac gid Ket qua phan tieh he sd tuang quan Pearson trong bang 6 cho thay tat ca cac he sd tuong quan giiia cac bien dao ddng tir 0,023 ddn 0,805 nghTa la khdng vugt qua he sd dieu kidn 0,85. Didu nay cho thay gia tri phan bidt da dat dugc, tiie eae thang do trong nghien ciiu nay da do ludng cac khai niem khac nhau.
Bang 6; Ket qud phan tich hi so tuang quan Pearson
AW LY PQ AS BE
Pearson Correlation Sig. (2-tailed) Pearson Correlation Sig. (2-tailed) Pearson Correlation Sig. (2-tailed) Pearson Correlation Sig. (2-tailed) Pearson Correlation Sig. (2-tailed)
AW 1 ,151*
,017 ,023 ,723 ,279**
,000 ,118 ,062
LY ,151*
,017 1 ,062 ,330 ,140*
,027 ,805**
,000 PQ
,023 ,723 ,062 ,330 1 ,037 ,559 ,045 ,476
AS 279**
,000 ,140*
,027 ,037 ,559 1 ,272**
,000 BE
,118 ,062 ,805**
,000 ,045 ,476 ,272**
,000 1
Tuy nhidn, neu gia tri Significant cua kidm dinh Pearson (Sig.) nhd ban 5% cd the kdt luan dugc la hai bien cd tucmg quan vdi nhau. He sd tuang quan cang Idn tuang quan cang chat ehe.
Nguon: kit qud phan tich so lieu cua lac gid Ndu Sig. nay Idn hon 5% thi hai bidn khdng ed tuang quan vdi nhau.
Vi mot trong nhiing didu kidn can de phan tich hdi quy la bidn doc lap phai ed tuong quan
Tap chi Kinh t^ - Kt thu^t
vdi bidn phu thudc, nen ndu d budc phan tich tuang quan nay bien doe lap khdng cd tuong quan vdi bidn phu thudc thi phai loai bidn ddc lap nay ra khdi phan tich hdi quy. Qua kdt qua phan tich he sd tuang quan Pearson cho thay cd hai bidn "AW_Nhan bidt thuang hidu" (Sig. = 0,062) va "PQ^Chlt lugng cam nhan" (Sig. =
0,476) khdng cd tuang quan vdi bidn phu thudc
"BEGia tri thuang hieu tdng thd" trong md hinh nghien ciiu dd xuit. Do dd, loai hai bidn nay ra khdi phan tieh hdi quy. Va md hinh nghidn ciiu cae ydu td anh hudng den gia tri thuang hidu Trudng CDKTDN dugc didu ehinh nhu sau:
Hinh 2: Md hinh nghiin cuu diiu chinh Lien tuang thuang hiiu
Long trung thanh thuang hieu
Gid tri thuang hieu COFER
3.1.3. Phan tich hoi quy
Md hinh phan tieh hdi quy can dugc thuc trinh bay md hinh hdi quy bdi day du ve gia tri hien la md hinh cac yeu td anh hudng ddn gia thuang hidu. Md hinh gdm 2 bidn ddc lap AS, tri thuang hidu (hdi quy bdi). Cac bang 6, 7, 8 LY va mot bien phu thudc BE.
Bang 7: Tom tdt mo hinh hoi quy Mo hinh
1
H e s o R ,821"
R>
,674
R^ hieu chinh ,671
Sai so ir<i^c lugng chuan hoa
,36756
He so Durbin- Watson
2,146
Nguon: ket qud phan tich sd lieu cua tac gid Bhn%^: Bang ANOVA
Mo hinh
1 Hdi qui Phan du Tdng
Tong binh phuong 68,880 33,369 102,249
Bac tu do 2 247 249
Binh phuong trung binh 34,440 ,135
Kilm djnh F 254,927
Sig.
,000'-
Nguon: ket qud phan lich so lieu cua tac gid Bang 9: Ket qud phan tich hoi quy
Mo hinh
1
(Constant) AS LY
He sS khong chu^n hoa B
,328 ,189 ,788
Sai so ,192 ,043 ,037
He sd chuan h6a
Beta
,162 ,782
Idem dinht 1,705 4,421 21,309
Sig.
(Mii-c y nghia) ,090 ,000 ,000
Thong kg da cgng tuyin Dung sai
,981 ,981
VIF
1,020 1,020 a. Bien phu thude: BE
Ngudn: kit qud phan tich so lieu cua tde gid
Cdcyeu todnh hudng den gid trj thuang hieu...
Cae nhan td dugc trich ra trong phan tich nhan td dugc su dung eho phan tich hdi quy da bidn dd kidm dinh md hinh nghidn ciiu va eae gia thuyet kem theo. Cac kidm dinh gia thuydt thdng ke ddu ap dung miic y nghia la 5%. Sau khi kdt luan la hai bidn cd mdi lidn he tuydn tinh thi cd thd md hinh hda mdi quan he nhan qua cua hai bidn nay blng hdi quy tuydn tinh. Nghidn eiiu thuc hien hdi quy da bidn theo phuang phap Enter: tat ea cac bidn duge dua vao mdt lln va xem xet cae kdt qua thdng kd lidn quan.
Kidm tra gia dinh vd hien tugng da edng tuydn (tuang quan giiia cae bidn ddc lap) thdng qua gia tri eua dp chap nhan hoae he sd phdng dai phuang sai VIF: VIF > 10 thi cd thd nhan xet cd hien tuong da cdng tuydn. Tuy nhidn tren thue td vdi cac dd tai nghidn ciiu cd md hinh va bang cau hdi sir dung thang do Likert thi VIF <
2 se khdng cd da edng tuydn, trudng hgp he sd nay Idn hem hoae bang 2, kha nang eao dang cd su da cgng tuydn giiia cae bien doc lap. Kdt qua phan tieh d bang 9 cho thay khdng cd hien tugng da cdng tuydn giiia cae bien doc lap.
Bang 8 va 9 cho thay gia tri Sig. ciia kidm dinh F la 0,000 < 0.05. Nhu v^y, md hinh hdi quy tuyen tinh xay dung phu hgp vdi tdng thd.
Kiem dinh hien tugng tuong quan d bang 8 bang he sd Durbin - Watson ^ 2,146 nim trong khoang 1,0 den 3,0. Dieu nay eho thly md hinh hdi quy phu hgp vdi dii lieu thu th^p duge. He sd R^ hidu chinh = 0,671 cho thay muc dp tuang tich eiia md hinh la 67,1% nghia la hai bidn ddc lap anh hudng 67,1% su thay ddi eua bidn phu thudc, cdn lai 32,9% la do cac bidn ngoai md hinh va sai sd nglu nhidn.
Nhu vay, cac ydu td anh hudng den gia tri thuang hidu ciia Trudng CDKTDN cd md hinh hdi quy tuyen tinh:
BE = 0,328 + 0,189* AS + 0,788*LY Theo md hinh hdi quy tuydn tinh nay, eho thly gia tri thuang hidu cua Trudng CDKTDN chiu anh hudng bdi hai ydu td la lidn tudng thuong hieu va long trung thanh thuong hieu.
Trong dd, yeu td long trung thanh thuang hidu anh hudng nhidu nhat (he so ehuan hda beta = 0,782).
3.2. Thao luan
Kdt qua nghidn ciiu nay ed the cho thay nhiing ling dung thuc tidn anh hudng ddn gia tri thuang hidu Trudng CDKTDN nhu sau:
Thu nhdt, ydu td "Ldng trung thanh thuang hieu" cd anh hudng nhidu nhat (he sd B^^^^ 0,788) ddn gia tri thuang hieu Trudng CDKTDN. Ldng trung thanh ddi vdi thuang hidu la miic do gan bd, lien kdt giiia khach hang va thuang hidu.
Ldng trung thanh ciia khach hang la didu cot loi quyet dinh nhat cua gia tr; thuang hidu va la muc tidu cudi cung cua xay dung thuang hidu.
Vdi lich sit hinh thanh va phat trien horn 40 nam, Trudng CDKTDN da dem lai eho ngudi hge gia tri cam nhan va su thda man vugt trpi ban so vdi eae ddi thu canh tranh khae va nghiem tuc thuc hien eae cam kdt vdi ngudi hgc. Tuy nhidn, dd nang cao long trung thanh thuang hidu han niia, can phai ehii y tdi vide xay dung cac lidn tudng thuang hieu tich cue va eae chuang trinh tang eudng long tnmg thanh thuang hidu.
Thii- hai, yen td "Lidn tudng thuang hieu"
cd anh hudng thir hai (he sd B^^ = 0,189) ddn gia tri thuong hieu cua Trudng CDKTDN. Su lien tudng thuang hidu la bat ky thii gi kdt ndi vao tri nhd khach hang khi nhae ddn hoac tiep can vdi thuang hidu. Lien tudng thuang hidu lien quan ddn nhan thiie ve chat lugng cua mdt thuong hieu nhu mdt thuc thd ro rang va lidn tudng thuang hieu khdng phai la ly do mua hang ma nd cung cap su than quen va phan bidt trong tam tri ngudi tidu dimg. Do dd. Ban lanh dao nha tnrong can dam bao thuang hieu dugc lien kdt vdi nhirng didu tieh cue vi khi san pham cua mot thuang hieu vung ben, phu hgp vdi thi trudng va phu hgp vdi mong mudn eua ngudi hpc thi tao duge Igi thd canh tranh trong thi trudng.
Thir ba, cd hai yeu td la "Nhan bidt thuang hieu" va "Chat lugng cam nhan" trong md hinh de xuat khdng xuat hien trong md hinh nghien
Tap chi K i n h t§' - Ky t h u a t
eiiu xac dinh dupe, ed nghia la hai ydu td nay khdng cd anh hudng den gia tri thuang hidu Trudng CDKTDN. Day la van de cin xem xet trong viec tao dung gia tn thuang hidu ciia nha trudng. Nhan bidt thuang hidu ggi y cho nha trudng ve each gia tang gia tri thuong hieu dua trdn vide xay dung su nhan bidt thuang hidu vdi ngudi hge. Didu nay cd nghia la khi nha trudng tao dung dugc an tugng quen thuge vdi ngudi hge qua he thdng nhan dien, qua nhan hidu, qua nhiing tin hidu hiiu hinh thudng ngay, dd ehinh la each gia tang gia tri thuang hieu. Thue td, nha trudng chua chu trpng vide xay dimg he thdng nhan dien thuong hieu ndn ngudi hpe khdng danh gia duge ydu td nay. Cdn chat lugng cam nhan ggi y eho nha tru'dng vd each gia tang gia tri thuang hieu dua tren vide chu trgng tdi san p h i m va dich vu dao tao thuc te dugc ngudi hge cam nhan va danh gia. Didu nay ciing eho thay chit lugng dao tao thue td eua trudng eung chua dugc ngudi hgc danh gia eao.
4. DE X U A T GIAI PHAP VA K E T LUAN 4.1. D I xuat giai phap
Qua kdt qua phan tich va thao luan ve su anh hudng ciia cac ydu td den gia tri thuong hidu Trudng CDKTDN, dd nang cao han niia gia tri thuang hieu nha trudng, tac gia xin dd xuat mdt sd giai phap nhu sau:
a) Tdng cuang nhdn dien thuang hieu thong qua tao dung hinh dnh vd truyin thong
Bude dlu tien trong qua trinh xiic tien xay dimg thuang hidu la tao dung hirih anh chuydn nghiep tir website, logo, thdng didp rieng,...
Day dugc coi la nhiing vidn gach ndn tang, xac dinh vj tri, su khae biet, muc tidu cua mdt trudng so vdi nhiing trudng khac.
Dac bidt la logo va thdng didp ciia h ^ d n g ddng vai trd quan trgng ddi vdi vide sinh vidn quydt dinh cd ndn lira ehgn dang ky hpc khdng.
Bdi vi nd thd hien muc tidu dao tao cua trudng, eiing la cam kdt ddi vdi khach hang la cac sinh vidn khi bd ra mdt khoan tidn khdng nhd dau tu cho tuang lai cua hp. Cd thd nhan thly rang
cac trudng cao dang hien nay nhat la cac truong cdng lap trgng didm cdn thidu ehuyen nghiep va d l u tu trong vide xay dung hinh anh thuang hidu. Cae hinh anh logo eiia cac trudng edn rat dan gian, thd so va cd phan lac hau.
Ngoai ra, website eiing la mdt nai gnip quang ba thuang hieu nha trudng hidu qua. Neu dupe chu trgng d l u tu, nang d p chuyen nghiep, dd sii dung chic chin website cua trudng se thu hut nhidu khach hang tim hidu.
b) Cdi tiin chdt luong dich vu
San p h i m ma nha trudng cung cap ehinh la dieh vu giao due va dao tao, do vay ydu td nay phai dugc ehii trgng d l u tu va cai thi?n lien tuc. Dich vu d day bao gdm dich vu loi va dich vu gia tang. Dieh vu loi la nhiing nganh thd manh ciia trudng. Dich vu gia tang la cac hd trg ciia trudng cho sinh vidn ve tai ehinh, tu v l n , lidn kdt td chiic eae chuang trinh hpc vdi cae trudng ngoai nude, cae khda hge, nghidn eiru, ... Chat lugng ciia dich vu loi la ydu td so sanh dau tien khi sinh vidn va phu huynh lua ehgn trudng, sau dd ddn sir h i p din eua cae dich vu gia tang. Khdng cd duge chat lugng trong dich vu thi mgi nd lire quang ba hay xay dung hinh anh thuang hidu eiia nha trudng ciing ddu vd nghia.
c) Ddy manh quan he cong chung Nha trudng can cai thien quan he vdi sinh vien va phu huynh bang cae boat dgng thu thap y kien eiia hg ve chat lugng dich vu cua nha trudng. Xuat ban cae tap ndi san ve boat ddng cua nha trudng cho ca phu huynh va sinh vien.
Den cac trudng THPT td chiic cae budi hdi thao, giao luu vdi phu huynh va hpc sinh. Thudng xuydn td chirc eae cupc thi lien quan ddn chuyen mdn dd thu hiit sinh vidn trong va ngoai trudng tham gia nham khudch truang thanh thd, chit lugng giang day eiia trudng den cac phuong tidn truydn thdng, phu huynh, hpe sinh. Tang eudng quan he vdi cae td ehiic nghd nghiep cd lien quan ddn ITnh vuc dao tao va cac trudng dai hgc qudc td. Thuang hieu ciia trudng se dugc d l y
Cdcyeu todnh hudng dSn gid trj thuang hieu...
manh nhd cac ky kdt dao tao nhan luc, cac buoi giao luu chia se, hgp tac dao tao, ...
d) Ndng tdm thuong hiiu bang su lien ket dao tao
Su lien kdt dao tao vdi cac trudng dao tao nude ngoai dem lai gia tri thuang hidu cho nha trudng. Vide lien kdt hien tai da phan chi dimg lai d muc dieh de sinh vidn dugc hudng ndn giao due tidn tidn cua nude ngoai. Nhung vd lau dai, dd xay dung thuang hidu, nha trudng can chii ddng thuc hien trao ddi sinh vidn (dd sinh vidn trong nude sang nude ngoai hpc tap, nhan sinh vien qude td ve dao tao tai trudng) didu dd gdp phan khang dinh vd trinh dp giang vien, phuang tidn, CO sd vat chat, chat lupng giao due dao tao ciia nha trudng se sanh ngang vdi trudng cac trudng qudc td.
e) Quan ly vd da dang hoa gido due cho phii hap vai nhu cdu thuc tiin
Dpi ngii quan ly nha trudng nam giii mdt vai tro quan trpng, cu the la ddi vdi hieu trudng, va cac trudng phdng, khoa cd quydn ban quan ly trong trudng ddi hdi phai dugc dao tao bai ban eo the giai quyet Imh hoat duge eae tinh hudng xay ra trong thuc td trudng hgc. Tir giang vien, sinh vien, hoat dgng cua cac bd may trudng hgc cd rat nhieu ydu td phire tap vd su tuang tae giiia cac bp phan dd trudng cd thd hoat ddng mach lae, thdng nhlt.
Ngoai ra, vai trd eua ngudi quan ly ciing bao gdm ca vide ddi mdi, da dang hda nhung vln giii viing dinh hudng giao due ciia nha trudng. Viec ddi mdi va da dang hda nghia la cac boat dgng giang day eua nha trudng eln linh hoat cap nhat theo xu hudng thdi thd hien tai. Khi thi trudng ed nhu clu vd nganh nghd mdi thi eln dao tao chuydn mdn cho nganh nghd dd nhIm cung d p ngudn lao ddng phii hgp. Tuy nhien, vide dao tao dd ciing can phai xem xet cd phu hgp vdi chuyen mdn, ITnh virc trgng tam cua trudng khdng. Ndu khdng vide giang day dd xem nhu vd nghia trong edng cupc xay dung, ddng gdp gia tri thuang hidu ciia trudng.
j) Trung thuc de duy tri long trung thdnh doi vai thuang hieu
Ciing nhu cac san pham dieh vu khac trdn thi trudng, giao due eiing can xay dimg thuang hidu. Didu do ndi Idn rang khdng phai cii quang cao, PR ram rd la ed thuang hidu manh. Thuong hieu duge xay dung dua trdn nhiing gia tri ma nd mang ddn cho khach hang va xa hdi. Trong trudng hgp giao due, Idii khach hang quydt dinh dau tu vao mot trudng, dd la dau tu ve eon ngudi, kdt qua cua giao due ciing vi thd ma ddng vai trd quan trpng trong xay dung thuang hidu giao due. Chinh vi vay, khi thuc hien quang cao hay dua ra nhiing Idi hiia hen, cam kdt ddi vdi HSSV nha trudng can dua trdn nhiing dieu cd the thuc hidn dugc, khdng thdi phdng, lam qua vi dieu nay cd thd gay anh hudng tieu cue. Bdi ndu HSSV khdng dat dugc nhung thanh tich nhu trudng cam kdt hay trai nghiem khdng duge nhu quang cao, hau qua se la sir quay dau cua nhiing thd he sinh vien phia sau va sir nghi ngd vd chat lugng nha trudng.
4.2. Kdt luan
Nghien ciru da dua ra dugc md hinh nghidn ciiu ve cae yeu td anh hudng den gia tri thuang hidu Trudng CDKTDN dua trdn md hinh nghien eiiu ciia Aaker (1991), cac thang do ludng cac ydu td ciia gia tri thuang hidu da dugc xay dung trdn ca sd ly thuydt va dugc phat tridn phii hgp vdi bdi canh Trudng CDKTDN ddu dat do tin cay, qua vide su dung kidm dinh he sd tin cay Cronbach's Alpha va phan tich nhan td kham pha EFA. Phuang trinh hdi quy tuydn tinh bgi dugc su dung de kiem dinh md hinh vd gia tri thuang hieu cua trudng CDKTDN gdm hai ydu td la "long trung thanh thuang hidu" va "lidn tudng thuang hidu". Kdt qua eho thay yeu td
"ldng trung thanh thuang hidu" anh hudng nhidu nhat ddn gia tri thuang hidu Trudng CDKTDN.
4.3. Han che cua nghien ciiu
Ben canh nhung kdt qua dat duge qua phan tich nghidn eiiu, dd tai edn cd mot sd han ehe:
thir nhat, ddi tugng nghien ciiu cua dd tai la
Tap chi Kinh t6 - Kf thn^t
gia tri thuang hidu chi dua vao danh gia cua sinh vidn dang hpc tai trudng ma chua kd ddn cac ddi tugng khae; thii hai, phuang phap ehgn mau thuan tien chii ydu la sinh vidn khoa Quan
tri kinh doanh eua trudng ndn tinh dai dien chua cao. Dd ciing la ggi md eho cac nghien eim ve sau.
TAI LIEU THAM KHAO
[1]. Pham Thi Lan Hucmg (2014), Quan tri [&].
thuang hiiu, NXB Tai ehinh.
[2]. Tdn That Nguydn Thiem (2008), Ddu dn
thuang hiiu: Tdi sdn vd gid tri, NXB Tre. [7].
[3]. Hoang Trpng va Chu Nguydn Mdng Nggc (2005), Phan tich die lieu nghiin cuu vai
SPSS, NXB Hdng Due. [8].
[4]. Aaker, D. A (1991), Managing brand equity. The Free Press New York, NY.
[5]. Aaker, D. A (1996), Measuring brand equity across product and markets. The Free Press New York, NY.
Keller, K. L (1993), Conceptualizing measuring, and managing customer based brand equity, Journal of Marketing.
Lassar, W., Mittal, B. & Sharma, A. (1995), Measuring customer-based brand equity, Journal of Consumer Marketing.
Kim, H. B & Kim, W. G. (2005), The relationship between brand equity and firms' performance in luxury hotels and
chain restaurants. Tourism Management.
