UNG DUNG THANGDO SERVQUAL TRONG NGHIEN cOu CHAT LUONG GIAO DUC Nguyen Thj Thu HUorng Dgi hoc Lao dong Xd hoi Tom tat Trong bi''''t cQ linh vUe n io , dat duge sU h i i Idng cua khaeh h ing vdi cha''''t lugn[.]
UNG DUNG THANGDO SERVQUAL TRONG NGHIEN cOu CHAT LUONG GIAO DUC Nguyen Thj Thu HUorng Dgi hoc Lao dong - Xd hoi Tom tat Trong bi't cQ linh vUe n i o , dat duge sU h i i Idng cua khaeh h i n g vdi cha't lugng djch vu cua minh l i phUdng thQe tdn tai v i p h i t trien cua doanh nghiep D i n h gia ehat lugng dao tao tQ cac thdng tin p h i n hdi eua sinh vien l i mdt nhQng "kenh" thdng tin quan ddi vdi cae trUdng dai hgc, nham nhan eae van de boat ddng eua minh de cd cic ddng t i c can thiet quan ly, cai tien nang lUe phuc vu De cd the nhan biet duac ehi't iQgng djch vu, can p h i l cd mgt thang de d i n h gia v i cung da cd k h i nhieu thang da dugc eae n h i nghien cQu g i i o due dUa Bii viet n i y gidi thieu ve mgt nhQng thang hieu qua ed the ap dung de ludng ehi't IUdng giao due l i thang SERVQUAL Tdkhoa: Chdt luang gido due, thang Servqual, dng dung Abstract Gaining customer satisfaction with high quality of service is the mean to survive and develop of any enterprises working in any fields For all universities, feedback received from the students is considered as an important "channel" to identify the failures in training operation so that necessary solutions can be given in a timely manner to improve the training service Thus, it is necessary to have a scale to measure and evaluate the service quality, and there are quite many scales have been introduced by the researchers This article Is an introduction to SERVQUAL - one kind of the scales that can be applied effectively to measurethequality of education Keywords: Education quality, servqual method, application I.Thang SERVQUAL lagi? Parasuraman (1985)li ngUdi tien phong nghien cQu c h i t lUgng djch vu Thinh cdng cua nghien cQu tao phuang tien dot p h i , giup cac n h i kinh doanh ed duae ket q u i ve chat lugng djch vu ciia hg, thdng qua viec nghien cQu d i n h gia ciia khach hang - ngUdi sQ dung djch vu Thang SERVQUAL 6uae ghep tQ tQ Service v i Quality, dugc nhieu n h i ngiiien cQu danh gia l i k h i t o i n dien Sau dd, Md hinh Servqual tiep tuc h o i n thien thdng qua viec t i p trung v i o k h i i niem ve "Su cam nhan chat lugng" eua ngUdi tieu dung Su cam nhan chat lugng ciia khaeh h i n g l i viee danh g i i cd tinh khach quan nha't ve c h i t lUgng ciia djch VU Nghien cQu ciia Parasuraman cho rang chat lugng dieh vu l i khoang cich giQa ky vgng cua khach h i n g ve djeh vu m i hg dang sQ dung vdi c i m nhan thue te ve djch vu m i hg hudng thu Tae gia da thie't lap Md hinh cac ke hd chat lugng dieh vu de l i m ed sd eho viec tieu ehuan hda djeh vu va D i n h g i i chat lugng djch vu.TU dd [26] KHOA HOC D A Y NGHE l i m CO sd cho viec de eic blen phap khae phuc tinh trang kem cha't lugng dieh vu Parasuraman d i lien tue kiem djnh md hinh v i xem xet eae ly thuyet k h i c nhau, v i eho rang SERVQUAL la thang dat tin cay v i gia trj Thang n i y ed the ap dung eae loai hinh djeh vu khic nhu n h i hang, khaeh san, benh vien, trUdng hgc, c i c hang h i n g khdng, du Ijch.vv Thang SERVQUAL ludng cha't lugng djch vu dua tren sU cam nhan bdi ehinh eic khich h i n g sQdung djeh vu Parasuraman & ctg (1985) eho rang, b i t ky djch vu n i o , chat lugng djeh vu cam nhan bdi k h i c h h i n g ed the md hinh t h i n h 10 phan, dd I i : Tin cay (reliability): ndi len k h i n i n g thUc hien djch vu phii hgp va dung thdi ban lan dau tien Dap iifng (Responsiveness): ndi len sU mong mudn v i san sing cua nhan vien phuc vu cung cap cic djch vu cho khach h i n g Nang lUc phuc vu (Competence): Ndi len trinh chuyen mdn de thue hien dieh vu Kha S6 33 thang 6/2016 n i n g phue vu bleu hien nhan vien tiep xuc vdi khach h i n g , nhan vien true tiep thQe hien djeh vu, kha nang nghien cQu de nam bat thdng tin lien quan can thiet cho viec phuc vu khich h i n g Tiep can (access): lien quan den viec tao mgi dieu kien de dang eho khaeh h i n g viee tiep can vdi djeh vu nhQ rut ngan thdi gian ehd dgi ciia khach h i n g , dja diem phuc vu va gid md cQa thuan lgi eho khach h i n g Lich sU (Courtesy): ndi len tinh cich phue vu niem nd, tdn trgng va than thien vdi khaeh hang cua nhan vien Thong tin (Communication): lien quan den viee giao tiep, thdng dat eho khich h i n g bang ngdn ngQ m i hg (khaeh hang) hieu biet de d i n g va ling nghe ve nhQng van de lien quan den hg nhugiai thieh djchvu, chi phi, giai quyet khieu nai thac mic Tin nhiem (Credibility): ndi len kha nang tao Idng tin cho khich hang, lam eho khaeh hang tin cay vao edng ty Kha nang n i y the hien qua ten tudi va tieng tam cua cdng ty, n h i n cich ciia nhan vien phuc vu giao tiep true tiep vdi khich h i n g An toan (Security): lien quan den k h i nang bao dam sU an toan cho khich hang, the hien qua su an t o i n ve vat chat, tai chinh, eung nhu bao mat thdng tin Hie'u biet khach hang (Understanding customer): the hien qua kha nang hieu biet v i nam bat nhu cau ciia khich h i n g thdng qua viec tim hieu nhQng ddi hdi cua khach h i n g , quan tam den c i nhan hg va nhan dang duge khaeh hang thudng xuyen PhUc*ng tien hQu hinh (Tangibles): the hien qua ngoai hinh, trang phuc ciia nhan vien phuc vu, cic trang thiet bj hd trg eho djeh vu SERVQUAL dua 22 cap cau hdi nghien cQu, nhdm 22 c i u hdi dau tien danh de d i n h g i i sU mong dgi eiia khach h i n g ve cae dieh vu eua nha cung cap bang each yeu cau ngudi tham gia khao sat cho diem theo thang diem tinh theo sU can thiet cua cae djch vu da dUa Bd 22 cau hdi thQ de xac djnh nhan thQc cua ngQdi tham gia khao sit ve cap cua cic dich vu dinh d i n h g i i d moi cap cau hdi, p h i n tich, ngUdi ta se tinh toan sU khic biet giQa sU mong dgi va sU nhan thQc viec xep loai cich dich vu, trung binh cua die'm chenh leeh se l i diem c h i t lugng chung theo thang SERVQUAL Cac nha thiet ke cung xay dung mdt md hinh chenh leeh eiia chat lUgng djch vu gdm loai: G l : Su khie biet giQa mong mudn ciia khach h i n g v i nhan thQc ciia n h i quan ly ve cie mong mudn dd; G2: SU khic biet giQa nhan thQc cua n h i quan ly ve cac mong mudn eua khach hang v i cae thdng sd ky t h u i t cua chat lugng djch vu; G3: SQ khie biet giQa eac thdng sd ky thuat ciia chat lugng djch vu v i nhQng thdng tin thdng b i o cho k h i c h h i n h ve eic thdng so dd; G4: SQ khie biet giQa eac djch vu thue te v i eae thdng tin thdng b i o cho k h i c h h i n g ve dieh vu dd; G5: SQ khic biet giQa mong mudn v i n h i n thQc ciia khaeh h i n g ve eic djch vu da dQa Bdn SQ khic biet dau tien l i nhQng t h i n h to ehinh ve k h o i n g each chi't lugng djch vu m i khich h i n g cd the cam n h i n duge SQ khie biet thQ n i m l i mdt djnh nghia co ban eua theo hUdng ciia khich h i n g ve chat lugng dieh vu : sQ khie biet giQa ky vgng cua khich h i n g ve mdt dieh vu tuyet vdi v i nhan thQe ciia hg ve eae djch vu thUc te SU khic biet l i nen t i n g ed ban ve cdng cu SERVQUAL Khoang each khic biet c i n g nhd, ehat lugng dieh vu dua c i n g tdt, vi vay cic nha q u i n li phai giam G5 xudng den mQc ed the de dQa dich vu tdt nhat cho khich hing.(Niteeki, D A., & Hernon, P, 2000) Bd cau hdi sQ dung SERVQUAL dugc xem nhu nhQng thQdc tin cay v i dQgc chia t h i n h nhdm chinh gdm phQong tien hQu hinh, tin cay, kha nang d i p Qng, kien thQc v i t h i i eiia nhan vien v i sU hieu biet ve nhu cau cua ddc gia de xep loai sU mong mudn va nhan thUc ciia khaeh h i n g ve chat lugng djch vu DUa v i o cic ndi dung can ban neu tren, nhQng cO quan thUc hien khio sat se thiet ke cac bang k h i o s i t Thdng qua viec phan tich khoang each glQa sQ ky vgng eua khach hang vdl sU nhan thQc cua khich h i n g ve djch vu m i ca quan dd cung cap, nhQng ngQdi khao s i t se danh gia dQgc chat iQgng dich vu cua cdquan Kha nang Qng dung thang SERVQUAL ITnh vUc giao due Sherry, Bhat, Beaver & Ling (2004) da tie'n h i n h ludng ky vgng va cam nhan eua sinh vien ban xQ v i sinh vlen nude n g o i i ve Hgc vien Cdng nghe UNITEC, Auckland, New Zealand vdi thang SERVQUAL t h i n h phan vdi 20 bie'n quan sat Ket qua nghien cQu cho thi'y thang dat tin cay v i g i i trj tdt vdi phan p h i n biet nhu nguyen thuy; tat c i cae khoang cich giQa c i m n h i n v i ky vgng cua t h i n h phan deu i m v i cd y nghia, dieu cung cd nghia UNITEC cdn nhieu viec phai l i m de n i n g cao chat lugng djch vu d i o tao Trong chat lugng ky vgng eiia sinh vien nUdc va ban xQ khac khdng d i n g ke, thi chat lugng cam nhan eiia sinh vien nude ngoai thap hon nhieu Do do, sinh vien nUde ngoii ed khoang each c i m nhin-ky vgng Idn hon, dd, khoing each d i n g ke nhi't l i thugc ve cic t h i n h phan C i m thdng, Nang lUe phuc vu v i Kha nang d i p Qng So 33 thang 6/2016 K H O A HOC D A Y NGHE [27] Cung sQ dung thang SERVQUAL, Chua (2004) da nghien cQu d i n h g i i cha't lugng dao tao dai hgc theo nhieu quan die'm khac nhau: sinh vien, phu huynh, giang vien v i ngQdi sQ dung lao ddng Ket qua cho tha'y hau het cic t i i i n h phan cua SERVQUAL, sinh vien, phu huynh va ngudi sQ dung lao ddng deu ky vgng cao ban nhQng gi hg n h i n dQgc Rieng eic g i i n g vlen, sQ khic biet glQa cam nhan va ky vgng xua't hien d hai phan PhQdng tien hQu hinh v i Nang lUe phuc vu LUu y rang kich thUde mau d nghien cQu la khdng ldn lam : sinh vien: 35; phu huynh: 27; g i i n g vien: 10; ngUdi sQdung lao ddng: 12 O mdt cd mau ldn hdn nhieu Snipes, R.L & N.Thomson (1999) tim hieu cac nhan td t i c dgng den cha't lugng cam nhan d i o tao dai hgc eua sinh vien qua dieu tra y kien sinh vien trudng dai hgc cd qui md nhd v i vQa bang ciia Hoa Ky Cae g i i n g vien cac trudng cung dugc mdi tham gia Ve thang do, cic n h i nghien cQu n i y da hieu chinh SERVQUAL hai bd phan: ky vgng v i cam nhan mgt thang nha't bang each dUa cae eau hdi ve chat lugng djch vu nhan dugc cd thap hon hay vugt q u i mong dgi hay khdng Thang n i y da dugc mdtsd n h i nghien eUu trudc sQ dung Cic bien kiem soit chu yeu nghien cQu l i eac bie'n nhan khau hgc, khdi lugng cdng viec, kinh nghiem eiia giang vien; cic bien nhan kha'u hgc, kinh nghiem hgc tap, ket qua hge tap v i c i m nhan eiia sinh vien vesU d i n h g i i cdng bang eiia n h i trudng Ket q u i phan tich dQ lieu hdi d i p cho tha'y tQ t h i n h phan nguyen thuy cua SERQUAL chi cdn t h i n h phan du tin cay va gia trj phan biet: (1) Cam thdng; (2) Nang lUc d i p Qng & Tin cay; (3) Phuang tien (mdi trudng hge t i p , l i m viee) hQu hinh Su C i m thdng v i quan t i m cua giang vien den sinh vien la ye'u td quan trgng nhat cho danh g i i chat lugng Ngoii cic bie'n kiem soit sau la cd y nghia t i e ddng den cha't lugng dich vu cam nhan eua sinh vien: (T) gidi tinh, (2) n i m hge tap eua sinh vien tai trudng v i (3) mQc edng bang danh g i i eua giang vien Ket luan Chat lugng ndi ehung va cha't lugng d i o tao Ngiy n h i n bai: 06/6/2016 ndi rieng la mdt khai niem rdng ldn khd djnh nghia, khd ludng va cd nhieu each hieu k h i c Odi vdi Chinh phu, chat lugng dugc d i n h gia trQdc het dUa vao t;^ le dau/rdt, nhQng ngudI bd hge v i thdi gian hgc tap Odi vdi nhQng g i a n g v i e n , cha't iQgng dUdc hie'u l i d i o tao tdt tren cd sd chuyen giao kien thQe tdt, mdi trudng hgc tap t d t va quan he tdt giQa giang day v i nghien cQu Odi vdi eic doanh nghiep, l i nhQng ngQdi sQ dung " s i n pham" cua qua trinh dao tao dai hgc, c h i t lugng l i kien thQe, ky nang v i dao dQc ciia sinh vien, phu hgp vdl yeu eau eua doanh nghiep Odi vdl sinh vien, c h a t l u g n g d i o t a o la viec ddng gdp v i o sU phat trien ca nhan va viec chui'n bj cho mdt vj t r i xa hdi Nhu vay, g i i o due cd cha't lugng thi phai dam bao ke't ndi vdi mdi quan tam eua sinh vien v i cua xa hdi Viee Qng dung thang SERVQUAL de danh g i i ehi't lugng dao tao da duge thue hien d nhieu nudc tren the gidi Cic ket q u i nghien cQu cho thi'y, viec sQ dung thang SERVPERF de ludng cha't lugng boat ddng dao tao l i cd y nghia thuc tien n Tai lieu tham khao And DT, (2006), How satisfied are our students? Quality management unit Office for Institutional effectiveness university of Johannesburg, Johannesburg, South Africa Tam M, {2Q0^],Measunng Quality and Performance/nH/gherfducaf/on Quality in higherEdueation, 7:47-54 doi: 10.1080/13538320120045076 Feldman KA, (1984), Class size and students' evaluation of college teachers and courses: A closer look, Research in Higher Education 21:45-116, doi:10.1007/BF00975035 Ramsden PA, (1991), A Performance Indicator of Teaching Quality in Higher Education: The course Experience Questionnaire, Studies in Higher Education 16:129-150 doi: 10.1080/03075079112331382944 Ngiy p h i n bien: 20/6/2016 [28] K H O A HOC D A Y NGHE So 33 thang 6/2016 Ngiy d i n g : T h i n g 6/2016 ... ve Hgc vien Cdng nghe UNITEC, Auckland, New Zealand vdi thang SERVQUAL t h i n h phan vdi 20 bie''n quan sat Ket qua nghien cQu cho thi''y thang dat tin cay v i g i i trj tdt vdi phan p h i n biet... h phan C i m thdng, Nang lUe phuc vu v i Kha nang d i p Qng So 33 thang 6/2016 K H O A HOC D A Y NGHE [27] Cung sQ dung thang SERVQUAL, Chua (2004) da nghien cQu d i n h g i i cha''t lugng dao... n g vien cac trudng cung dugc mdi tham gia Ve thang do, cic n h i nghien cQu n i y da hieu chinh SERVQUAL hai bd phan: ky vgng v i cam nhan mgt thang nha''t bang each dUa cae eau hdi ve chat lugng