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Ve dich vu dao tao • • • tai TriTorng Dai hoc Da Lat H 6 THI LY* T R A N DINH THCfC" N G U Y I N HA THG*" T R A N JVIINH HUl"* Tom ta t Dffa tren ly thuyit vi md''''i quan he giffa hdnh^ vi tham gia c&a[.]
Ve dich vu dao tao tai TriTorng Dai hoc Da Lat • • • H THI LY* T R A N DINH THCfC" N G U Y I N H A THG*" T R A N JVIINH HUl"*Tom t a t Dffa tren ly thuyit vi md'i quan he giffa hdnh^ vi tham gia c&a khdch hdng vd gid trj djch VM, nghien cUu dd xdy dffng md Mnh tren ca sd diiu chlnh lgi thang cho phu hgp vdi ngdnh gido due Sau tiin hdnh khdo sdt 400 sinh vien dang hgc tap tgi Trudng Dgi hgc Dd Lgt, nhdm nghien cffu nhdn thdy, cd nhdn tdtdc dgng din gid trj djch vu ddo tgo tgi TrUdng Dgi hgcDd Lat gdm: Tuang tdc cd nhdn (B = 0.337, p = 0.337); Sff giup dd (B = 0.271, fi = 0.261); Ung hg tich cffc (B = 0.173, p = 0.168) vd Tim kiim thdng tin (B = 0.224, fi = 0.197) Tuf khoa: gid trj djch vu ddo tgo, Trudng Dgi hgc Dd Lgt, nghien cffu hdnh vi Summary Based on the theory ofthe relationship between customer's participation behavior and service value, researchers design a model with an adjustment of scale to fit education sector After conducting a survey of 400 students in Da Lat University, they find out factors affecting the value of training services in the university including Personal interaction (B = 0.337, fi = 0.337); Helping (B = 0.271, fi = 0.261); Advocacy (B = 0.173, fi = 0.168) and Search for Information seeKing (B = 0.224, fi = 0.197) Keywords: value of training services Da Lat University, behavioral G\6\ THIEU Giang day la mpt loai hinh dich vu ma dd ngtfdi day ap dung nang ltfc (kie'n thttc va ky nang) cua mpt thttc the vi ldi ich cua ngttdi khac (Vargo & Lusch, 2004, Vargo & Lusch, 2008) Cd the ndi giang day nhtt la qua trinh phan phd'i dich vu Trong do, sinh vien va giang vien tttpng tac qua lai va lien tuc, tao thanb va sinh gia tri hong qua trinh giang day nham mitc tieu cud'i cung la giang vien va sinh vien deu la ngttdi chie'n thang (win - vi/in) Hpn nfla, theo Vargo va Lusch, gia tri dich vti dao tao dttpc quye't dinh bdi nhttng ngttdi tham gia vao qua trinh giang day, ma sinh vien la phan quye't dinh de'n gia tri dich vu dao tao dd Vdi mtic dich tim kie'm nhttng ye'u to' thupc ve hanh vi tbuc da'y dich vu dao tao bieu qua, qua dd tac dpng len stt bai long cua sinli vien va giang vien, nghien cttu dttpc thttc hien nham xac dinh md'i quan he gitta cac ye'u to' banh vi tham gia cua sinh vien va gia tri dich vu dao tao tai Trttdng Dai boc Da Lat, mpt ngdi trttdng cd lich stt lau ddi tai khu vttc Tay Nguyen research MO H I N H VA PHlTdNG PHAP N G H I E N ClfU Md hinh nghien cffu Nghien ctfu cua hai tac gia Youjae Yi, Taeshik Gong (2013) dtta ye'u to', chia nhdm tac dpng de'n gia tri dich vu: (i) Nhdra hanh vi thara gia cua khach hang (Custoraer participation behavior) bao gom ye'u to': Tim kiim thdng tin, CMa se thdng tin, Trdeh nhiem hdnh vi vd Tuang tdc cd nhdn; (ii) Nhdm hanh vi thupc quyen cua khach hang (Customer eihzenship behavior) bao gom ye'u to': Phdn hdi, Sff&ng hg tich cue, Sff giup dd vd Ldng khoan dung Tren cd sd nghien cuh tren, tac gia loai bd ye'u to' long khoan dung vi khdng phu hdp vdi bd'i canh nghien cttu, dtta md hinh nghien ettu nhtt Hinh Cdc gia thuyet nghien cffu (i) Tim kiim thdng tin - Gid trj dich vu ddo tao Tfu'dngDai hoc Oa Lat I Email: trandinhthucl988@yahoo.com Inn bai: 25/11/2016: Ngdy plidn inen: 13/12/2016; Ngdy duyet bdi: 16/12/2016 98 Kinhte » DKbao Tim kie'm thdng tin nham muc dich lam cho sinh vien cd stt chpn lpc qua tnnh tim kie'm dich via dao tao Ne'u thdng tin dttpc tira kie'm cang nhieu, tbi sinh vien cang hinh dung rd ve dich vu, vay se trang bi dttpc cac ky nang, ye'u to' can thiet de phirc vu qua trinh phan phd'i dich vu Nhtt vay, thttc hien dieh vu, sinh vien se giam bdt cam giac bat ngd Chinh dieu dd lam cho gia tri dich vii dao tao tang len Do do, nhdm nghien cttu phat trie'n gia thuye't H I : Gid thuyit HI: Sff tim kiim thdng tin cda sinh vien cd tuang quan thudn vdi gid trj djch vu ddo tgo (ii) Chia se thdng tin - Gid trj djch vu iao tgo Chia se thdng tin dttdc xem la ye'u to' quan trpng viec dong tao gia tri dich via dao tao Chia se thdng tin giup cho nhttng ngttdi thara gia vao qua trinh phan phd'i dich vu (sinh vien va giang vien) va nhttng ngttdi quan tam de'n dich vu thay ddtie fmh trang cua dich vu nhtt the nao? Thdng tin dttdc chia se cang nhieu, thi gia tri dich vu dao tao cang Idn Do dd, phat trien gia thuye't H2: Gid thuyit H2: Chia se thdng tin tU sinh vien cd tuang quan thudn vdi gid trj djch vu ddo tgo (iii) Trdeh nhiem hdnh vi - Gid trj djch Vii ddo tgo Khi sinh vien xem cdng viec cua giang vien nhtt la cdng viec cua minh, thl cd nghta la giang vien dang dttpc giup dd chan Vdi trach nhiem hanh vi cang cao, thl sinh vien nhan thttc viec lam cua minh td't hdn, tao dttpc nd life pha'n da'u Gia tn dich vu dao tao vi the' ma tang len Do dd, phat trien gia thuye't H3: Gid thuyit H3: Trdeh nhiem hdnh vl cua sinh vien cd tuang quan thudn vdi gid trj djch vu ddo tgo (iv) Tucmg tdc cd nhdn - Gid trj djch vtx ddo tgo Bat ky lam mpt cdng viec gi, ne'u ye'u to' tttdng tac ca nban dang hien dien, thi sif thuan lpi cdng viec se tang len Do do, ye'u to'tttdng tac ca nhan cd the ndi la hd trd nhieu viec tao gia tri dich VIJ dao tao Do dd, phat ttien gia thuye't H4: Gid thuyit H4: Tuang tdc cd nhdn giffa sinh vien vd gidng vien cd tuang quan thudn vdi gid trj djch vu ddo tgo (v) Phdn hdi - Gid trj djch vu ddo tgo Stt pban hoi nhtt da ndi d tren bao gora hai khia canh, hoac la thdng tin dttpc yeu Economv Hid Forecast Review HINH: )M6 HINH ISGHIEIS CtfC B>Bk -I'l ( k k ^ eia CO* iOuek luBS 1 T i m kifMB Chonz tim | 1 CThia se c h o n e tin (Information sbarine) | 1 T'r-acli n h i ^ m h a n h ^ i i>«.esi>onsime o c b a v i o r } j | 1 Tn>cn>E l a c -ca n h a n {Personal interaction) | HI H3 H-4 C^ia tr\ ttr"" CCoslaiakKr dt^Kaaahip h*kai-b>r) P h a n hdi j CFeedha elc> | M6 f-Ailv-ocao-) 1 S(r eiur> do* CBelP'i»E) I HT cau hoac la khdng ddde yeu cau Ne'u nhtt khdng cd ye'u td' nay, thi giang vien se khdng the bie't dttdc ke't qua nghien cu^ cua minh cd gia tri hay khdng? Cd phu hdp hay khdng? Tuy nhien, khdng phai luc nao dd'i radi cung td't (hoac khdng td't) Mud'n bie't dttpc dieu do, thi phai cd stf phan hoi lai cua sinh vien - ngttdi cupc - ngttdi nhan ke't qua ttt phan phd'i dich vu - radi bie't dttpc phttPng phap doi mdi anh httdng nhtt the nao de'n hp, tich ctfc hay tieu ctfc Tren cd sd dd, nhdra tac gia phat trien gia thuye't H5: Gid thuyit H5: Sff phdn hot c&a sinh vien tUOng quan thudn vdi gid trj djch vu ddo tgo (vi) Su &ng kg tich cUc - Gid trj djch VM ddo tgo Ne'u nhtt tttdng tac ca nhan cang Idn, cd nghia la mtte dp than thie't cang nhieu, thi sinh vien cang cd the thdng tin phan hoi cho giang vien cang nhieu cang td't, thi stt ling hp tich cttc cd the bao trum ye'u to' tttdng tac ca nban Nhtt vay, ye'u to' ung bp ticb cttc tang len, thi chttng td dich vu dang pbat trien, gia tri dich vu dao tao cang dttdc khang dinh chae chan bPn Ttf dd, de xua't gia thuye't H6: Gid thuyit H6: Sff &ng hd tich cffc tti sinh vien tuang quan thuan vdi gid trj djch vii ddo tgo (vii) Su giup dd - Gid trj djch vu ddo tgo Trong qua trinh pban phd'i dich vu, bat ky sinh vien nao cung cd the gap khd khan Va ro rang, sau trai qua khd khan thi cac sinh vien se tich luy dttpc kinh nghiem cho chinb ban than minb Khi tha'y sinh vien khac gap khd khan tttdng tif, bp san sang giup dd Ye'u to' tao cho ngttdi khac stt an tam raoi gap van de va nd lam tang gia tri dich vu dao tao Tttdd, tac gia de xua't gia thuye't H7: Gid thuye't H7: St/ giup da cua sinh vien ndy vd sinh vien khac tuang quan thudn vdi gid trj djch vu ddo tgo Phuong phdp nghien cffu De cd cd so' heu danh gia, nhdra nghien cttu da khao sat thdng qua bang bdi 400 sinh vien Trttdng Dai bpc Da Lat vao thang 09/2015 So'bang cau hdi thu ve la 383, sau sang lpc va loai bd cac phie'u khdng dat yeu cau, nghien cttu cdn lai 367 ralu dat yeu eau Dtt lieu sau thu thap dttdc phan tich bang phan mem SPSS 16.0, cd 31 bie'n dai dien cho thang 99 BANG KET QUA PHAN TiCH NHAN TO CAC BIEN LAN CaOI Nhan to' Bien 918 GTDV28 802 GTDV30 795 GTDV27 718 GTDV31 GTDV99 599 913 TTCN 14 823 TTCN 15 767 TTCN 16 684 TTCN 13 820 TNHV09 762 TNHV08 TNHVll 590 TNHVIO 573 848 UHTC2I UHTC22 747 UHTC20 739 812 SGD025 710 SGD026 SGD024 709 693 TKTT02 TKTTOl 679 Cronbach's Alpha 0.884 0.875 0.782 0.841 0.802 0.659 Eigenvalue: 1.063 KMO: 0.877 Kiem dinh Bartlett: 3.807.194 Tdnp phtTOne sai trtch (%): 60.132% BANG 2: KET QOA PHAN TICH HOIQtJY H0 sd'chifa H$sd'da Mifc Tho'ng Ice da chu^n hda chuan hoa Gia cOng tuye'n y Std trjt nghTa Dung B Beta (P) VIF Error ciia t sai 7.073E-17 034 1.000 onr 337 048 337 077 000 563 1.777 031 049 030 64r ,522 586 1.708 173 044 168 3q5r 000 704 1.420 271 050 261 47,8 000 553 1.807 224 051 197 391 000 632 1.582 (Constant) TTCN TNHV UHTC SGDO TKTT K^ = () 5:i9 R^hi^u chinh = 533 Sig = 0.000 Hguon: Tinh toan cua nhom nghien cttu dttng xem xet md'i quan he gitta hanh vi tham gia cua sinh vien tac dpng de'n gia tri dich vu dao tao Ke't qua phan tich nhan td' de kiem djnh dp gia tri thdng qua he so' tai (Factor loading) va kiem dinh dp tin cay thdng qua h$ so'Cronbach's Alpha ke't hpp be so' tttdng quan bie'n td'ng de chpn bie'n dii yeu cau tie'n banh phan tich hdi quy (Bdi viit sff dung cdch viit sd thdp phdn theo chudn qud'c ti) KET QUA NGHIEN ClJu Ke't qud phdn tich tin cdy c&a cdc thang ^ Phan ticb cho tha'y, ta't ca cac bie'n quan sat va bie'n tiem an deu dat gia tri Cronbach's Alpha dat yeu cau, nhdm tac gia stt dung phttPng phap pban ticb nhan td' kham pha EFA (Exploratory Factor Analysis) de danh gia gia tri bdi tu va gia tri phan biet Sau loai bo cac bien khdng du dieu kien, ke't qua phan tich EFA trich dttdc nhan to'nhtt Bang ^ Ke't qua phan tich EFA cho cac tbang phan cua cac bien ddc lap cho tha'y, ta't ca cac bie'n quan sat 100 deu cd he so' tai Idn hdn 0.5 Nhtt vay, cac tidu chi phan tich deu dat yeu clu va ke't qua phan tich ed y nghia, cac thang dttdc rut cha'p nhan dttdc Ke't qua phan tich bang phan tich nhan to'lan cud'i la thang hoan chfnh de dtta vao phan tich hoi quy He so' KMO = 0.877 Idn hdn 0.5, nen gia thuye't ve ma tran tttdng quan gitta cae bie'n la ma ttan dong nha't bi bac bd, ttte la cac bie'n cd tttdng quan vdi va thda dieu kien phan tich nhan to' Kiem dinh Bartiett's dat gia tri 3,807.194 vdi mtte y nghia Sig = 0.000 nhd hdn 0.5, nhtt vay chttng td dtt lieu dung de phan tieh nhan to' la thich hdp Phttdng sai trich 60.132% the hien nhan to' rut giai thich dttdc 60.132% bie'n tbien cua dtt lieu Kit qud phdn tich hdi quy Phan tich h6i quy dttdc thttc hien vdi 05 bie'n doe lap: (1) Sff giup dd (SGDO); (2) Trach nhiem hdnh vi (TNHV); (3) Tuang tdc cd nhdn (TTCN); (4) Tim kiem thdng tin (TKTT); (5) Ung hd tick cue (UHTC); vd biin phu thugc id Gid trj dich vu (GTDV) Ke't qua nhtt Bang Ke't qua nghien cttu cho tha'y, so' 05 nhan to'gom: Sff giup dd, Trdeh nhiem hdnh vi, Tuan^ tdc cd nhdn, Tim kiim thdng tin va Ung hd tich cffc, thi cd 04 nhan to' cd tac ddng de'n Gid trj djch VIA dao tao Dd la nhan to': Sugiup da (Sig = 0.000); rim kiim thdng tin (Sig = 0.000); Tuang tdc cd nhdn (Sig = 0.000) vd Ung hd tich cffc (Sig = 0.000) vdi mtte y nghia thd'ng ke nhd hdn 5% Can ctt vao be so' p da chuan hda, ta tha'y ca 04 nhan td'deu cd tac dpng cung chieu de'n Gid tri djch vu ddo tgo Ne'u so sanh mtte dd tac dpng ctra cac nhan to'nay len Gid trj dich vu, thl Tuang tdc cd nhdn tac dpng manh nha't vdi B = 0.337, P = 0.337 ' Ttt ke't qua phan tich hoi quy, cac gia thuye't da dttpc kiera dinh nhtt Bang MQT SO KET LUAN Ket qua nghien cttu da xac dinh dttdc mtte dp quan trpng cua cac ye'u to' anh httdng de'n gia tri dich vu dao tao Trttdng Dai hpc Da Lat Trong dd, anh httdng manh nha't la TttPng tac ca nhan, tie'p de'n la Stt giup dd, Tim kie'm thdng tin va cud'i cung la Ung hd tich cttc Thdng qua ke't qua nghien cttu, nhdra tac gia de xua't mpt so'kie'n nghi sau: (i) Tuang tdc cd nhdn cd tdc ddng Kinhle yi Dirbao mgnh nhdt din Gid trj dich VIA ddo tgo Do vay, cac giang vien nen la ngttdi chu dpng tao md'i quan he than thien Khi sinh vien khdng bi khoang each qua Idn vdi giang vien, tbi nhttng cau hdi giang vien neu ra, sinh vien se hao httng tra ldi va the hien dttpc quan diem ca nhan, khdng bi hinh anh mpt ngttdi thay khd tinh de nen len cau tra ldi Do vay, qua trinh hpc tap se cd ke't qua td't hdn ((() Sff giup dd mang lgi hieu qua cho Gid tri djch vu Sti giup dd d day dttdc hieu la "Hpe thay khdng tay hpc ban" Mdt bai tap dttpc giang vien cho ve nha, cac sinh vien se ttt tira de'n de giai quydt bai tap, giup hieu bai va cho ke't qua thd'ng nha't vdi Giang vien la ngttdi xac dinh dich de'n, nhttng sinh vien se la ngttdi dong hanh cung vdi ban minh di tren chang dttdng dd Do vay, httdng dSn sinh vien lara bai tap nhdm, danh gia ke't qua theo nhdm cung la rapt bien phap lam tang stt giup dd sinh vien va thdng qua dd, gia tri dich vii cung tang len (iii) Viec tim kiim thdng tin cho mdn hoc, md sinh vien sdp tham gia mang lgi hieu qud djch vu ddo tgo cao han Thdng qua nhttng sinh vien khoa trttdc, sinh vien cd the hinh dung radn hpc dd nhtt the nao? Giang vien nao se day hp? Mdn hpc dd se dttpc hpc khoang thdi gian nao? Phttdng phap hpc tap nao la td't nha't cho mdn hpc dd? Nhd do, mac dil chtta thttc stt tham gia vao mdn hpc Gia thuv6't HI H3 H4 H6 H7 BANG 3: KET QUA KIEM DINH CAC QiA THUYET NGHIEN CtfU Kg't qua Phat bi€'u kig'm dinh Sir tim kie'm thong tin ciia sinh vien co tttdng quan thuan \6\ gia Cha'p nhan tri dich vu ttao tao Trach nhiem hanh vi cua sinh vien co tifdng quan thuan vdi gia Bac bo Tifdng tac ca nhan giu'a sinh vien va giang vien co lu'dng quan Chap nhan thuan vdi gia tri dich vu dao tao Slf ung ho tich ctfc tit sinh vien ttfdng quan thuan vdi gia tri djch Chap nhan vu dao tao Sir giup dd cua sinh vien va sinh vien khac tifdng quan Chap nhan thuan vdi gia tri dich vu dao tao •^guon Tinh toan cu^i nli6;'o nghien cuu nhttng sinh vien da cd the hinh dung minh can lam gi, de qua trinh hpc tap didn rapt each td't nha't Hay ndi each khac, sinh vien bie't dttdng rainh se di va vay, chuan hi td't tam ly cho chang dttdng (iv) Gidng vien phdi tff hodn thien minh ve khd ndng chuyen mdn, tinh cdch, phuang phdp giang dgy, phong cdch rieng , thl sinh vien se cd cdi nhin tick cffc vdi mdn hgc vd gidng vien Vdi he thd'ng dao tao theo tin chi la'y ngttdi hpc lam trung tam, giang vien trd ngttdi httdng din sinh vien ttf nghien cuh hpc tap, vi vay thay ddi phttdng phap giang day la dieu ta't ye'u Theo dd, giang vien can phai cd sif chuan bi bai giang chat che, thd'ng nha't theo giao trinh va de ettdng chi tie't mac dii bai giang cd the khdng thd'ng nha't theo mdi tinh hud'ng khac Ben canh dd, de tranh SIJ" thie'u hut ve thdi Ittpng, giang vien can phai cd ke hoach giang day hpp ly tranh tinb trang don qua nhieu npi dung vao cud'i chttPng trinh chay giao an Phttdng phap tiinh bay can phai linh boat va tao stte hut dd'i vdi ngttdi hpc Cud'i cung, phttPng phap kiem tra va danh gia cud'i ky phai phu hpp va minh bach de sinh vien cam tha'y hai long vdi nd life hpc tap cua hp.Q TAILIEU THAMKHAO Hoang, T., & Chu, N N (2005) Phdn tich dff lieu nghien cffu vdi SPSS, Nxb Thd'ng ke Elizabeth, B., Sanders, N.& Pieter, J S (2007) Co-creation and the new landscapes of design International Joumal of CoCreation In Design and the Arts, 5-18 Kevin, M E., & Margaret, A H (2000) Key Factors Influencing Student Satisfaction Related to Recruitment and Retention, Journal of Marketing for Higher Education, 1-11 Oliver, Richard, L (1980) A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research, 17, 460-469 Parasuraman, A., Berry, L.L, &Zeitharal, V.A (1991) Refinement and Reassessment of the SERVQUAL Scale, Joumal of Retailing, 67 (4), 420-450 Parasuraman, A., Zeithami, V A &Berry, L L (1988) SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quahty, Journal of Retailing, 64 (1), 12-40 Vargo, S L., & Lusch, R F (2004) Evolving to a new dominant logic for marketing Journal of marketing, 68(1), 1-17 Vargo, S L., & Lusch, R F (2008) Service-dominant logic: continuing the evolution Journal of the Academy of marketing Science, 36(1), 1-10 Vargo, S L., & Akaka, M A (2009) Service-dominant logic as a foundation for service science: clarifications Service Science, 1(1), 32-41 10 Youjae, Y.,Taeshik, G (2013) Customer value co-creation behavior: Scale development and validation Journal of Business Research, 1279-1284 i Forecast Review 101