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''''HO BIEN KIEN THtIC Gia trj thiTofng hieu TriTofng Dai hoc Lao dong Xa hoi qua cam nhan cua ngu''''ori hoc ThS LE THI HAI HA Thifclng hl$u triTcTng dai hpc khdng dolii thudn la dS''''u hi$u Si nhjn bift va[.]
'HO BIEN KIEN THtIC Gia trj thiTofng hieu TriTofng Dai hoc Lao dong - Xa hoi qua cam nhan cua ngu'ori hoc ThS LE THI HAI HA Thifclng hl$u triTcTng dai hpc khdng dolii thudn la dS'u hi$u Si nhjn bift va phSn bi6t giCfa cac trifttng dai hoc vtfi nhau, ma chinh la tai san vo hinh rat gia tri, la uy tm va the' hien niim tin cua ngtfcfi hpc dd'i vdi nha trii&ng Bai vigt di sau nghien ciJu va danh gia gia tri thiftfng hi6u Trtfftng Dai hpc Lao dpng - Xa h0i qua stf cam nhSn cua ngifoli hpc ^ vidn sau mdt thdi gian theo hpc nhdt dinh Dd Id cd sd de sinh vien ddnh gid xem "nhffng cam ket thffdng hidu" cfia nhd trffdng dd lao an tffdng thffdng hieu Bennett vd Aii-Choudbury (2008) nhdn dinh rang: "Thtfdng hidu trtfdng dai hoc nhtf mdt ndt dae trffng cd chinh xdc hay khdng? Cbd't Iffcfng cua mdt id chffc de phdn bidt trffdng dai hoc ndy vdi cam nhan se quyd't dinh long trung thdnh trffdng dai hpc khac, phan dnh kha nang dap ffng nhu thffdng hidu can ciia sinh vien, tao long tin ve kha ndng cung tfng - Long trung thdnh thuang hiiu Ldng cha't Itfdng gido due dai hpc d cd'p dd cao hdn va giiip tiung thdnh cda sinh vien ddi vdi mdt ngffdi hpc CO cdc quye't dinh dung dan nhdp hoc" thffdng hieu ndi len thai dp vd hdnh vi Nhtf vay, thtfdng hieu Id tdi san vd binb va cd gia tri cua hp qud trinh hpc vd sau td't ciia mdi trtfdng dai hpc Nd la tong hdp ctia ra't nhilu nghidp Ldng trung thffdng hidu yd'u td', vdi nhffng qua ma nhd trffdng tao dffng cang cao, thi ldi nhudn mang lai cho dffdc sud't qud trinh boat ddng Stf ndi tidng cua trffdng dai hoe cdng cao (Aaker, 1991) thtfdng hieu cQng la nhan id'dam bao eho nhiing thdnh Ldng trung thffdng bieu dffdc Iffdng bdi y dinh tid'p tue theo hpc, long edng cua trtfdng Mdt thtfdng hieu manh cd the tao mem tin ve mdt tin va sff gidi thidu vdi ngffdi khdc ve sdn trffdng cd chat Iffdng td't Id ed sd de ngffdi hpc Iffa phim vd dich vu md hp dang diing ehpn, lang ibdm gia tri cho ngffdi hpc va tao mpt trai - Tinh cdch thuang hiiu: M§i thtfdng nghiem thu vi (Chun va Davis, 2006) hieu cd mpt net tinh cdch Theo Moore Nhttng yd'u td de ddnh gid gia tri thffdng hidu (2003), ti'nh edeb thffdng hieu (Brand Personahty) Id tdp hdp nhffng net cam trffdng dai hpe: - Nhdn bii't thUdng hiiu Mffe dd nhan bie't ve thffdng xiie diing dd dinh hinh thffdng bidu Dd hieu the hien kha nang sinh vidn ed the nhan dien va la mdt phin the hien ngffdi tieu diing phdn biet nhffng dac diem rieng ciia mdt thffdng hidu cam nhdn nhff the'nao ve thffdng bidu vd thffdng hidu khdc bidt hod nhff thd' ndo tdp hdp cac thffdng hieu - An tuang thuang hiiu De Iffdng gid tri thffdng canh tranh hidu dai hoe dffdi goc nhin sinh vidn, thi d'n tffdng thffdng hidu la mot phan cd y ngbia vd can dffdc DANH GIA GIA TRI THl/CNG dffa vao de Iffdng (Fournier, 1998; Zaltman va Higie, HIEU QUA CAM NHAN CUA NGI/6I 1995) vl hanh ddng ndy ed nghia la Iffdng cam nhdn HOC va suy nghi cua sinh vien ve thffdng hieu Mpt thffdng hieu CO a'n tffdng td't se dffdc lien ttfdng ra't nbanh, tich Trong nghien cffu nay, tdc gia lap ctfc vd d6ng nha't vide chon trtfdng eua sinh vien trung nghien cffu, phan tieh va danh gid - Chdt luang cdm nhdn la stf cam nhan va danh gia tri thffdng hidu Trffdng Dai hpc Lao gia ciia sinh vidn do'i vdi cha't Itfdng giang day cimg dpng - Xd hdi thdng qua cam nhdn cua cac dieu kidn bd trd, ma nha trtfdng mang lai cho sinh ngffdi hpc Nhdm nghidn cffu da phat c a sd LY LUAN VE GIA TRI THl/ONG HIEU TRUCJNG DAI HOC 66 phid'u dieu tra tdi 500 sinh vidn chinh quy eua edc khda dang hpe tai Trtfdng, sd phid'u thu ve la 450 vd sd' phidu sau xff ly ddp ffng yeu clu nghidn cffu la: 370 Kd't qua dieu tra cho thd'y: Mgt la, vi chdt luang ddo tgo qua cdm nhgn cua ngUdi hgc Trong phidu didu tra ngffdi hpc, chiing tdi da dffa hai nhdm chi tidu (hai nhdm cdu h6i) Nhdm I gdm eae eau hdi nham danh gia chat Iffdng dich vu dao tao nha trffdng cung cap dffdi sff cam nhan cua ngffdi hpc Nhdm cau hoi la ed s6 de hinh danh gia tinh cdm cua hp ddi vdi thffdng hidu Nhdm n gdm cdc cdu hdi ddnh gia mffe dp tinh cam cua ngtfcfi hpc dd'i vdi thffdng hidu trffdng, qua ddnh gia dtfdc tinh cdch eua thtfdng hieu trtfdng Phan cam xuc cua thtfcfng hidu dtfdc hinh thdng qua qua titnh trai nghidm dich vu ddo tao cua ngtfdi hpc Chat Itfdng dich vu ddo tao cua irtfdng la yd'u td trpng tdm qud trinh trai nghiem Nhtfng, chd't Itfdng cua dich vu dao tao chiu stf anh htfdng cua nhieu ydu td vd nhffng yd'u to' dd cd tac dpng khdc cac giai doan trai nghdm cua ngffdi hpc Trong phan nay, chung tdi danh gid cha't Iffdng dich vu ddo tao eua trtfdng qua ttinh trai nghiem cung cd'p dich vu Cam nhdn ve chd't Itfdng dich vu ddo tao cua trtfdng dtfdi mat cua ngffdi hpc dffdc ddnh gid thdng qua chi tidu (Bang 1) Qua Bang cd the dffa nhffng nhan xdt sau: - Hoat ddng giang day ed chat Iffdng eao phan dnh sff cam nhdn ve cha't Iffdng dieh vu ddo tao thdng qua boat ddng trffc tidp cung cap dich vu 33,88% so' ngffdi dtfdc hoi cho rang, boat dpng cd cha't Iffdng cao; 20,68% sd ngffdi dffdc hdi cd cam nhan boat ddng cd chat Iffdng chffa eao vd 45,38% khdng cd sff cam nhdn rd rang vd chd't Itfdng cua boat dpng Cha't Itfdng cua boat ddng trtfc tid'p eung cd'p dieh vu, cu thd boat dpng giang day Id yeu td' tiaing tdm dd danh gid cbd't Itfdng dich vu dao tao eua Trtfdng So sdnh yeu td ndy vdi yd'u td cdn lai, thi danh gia ciia ngtfdi hpe ve cha't Itfdng la txiang ddi cao, dd cha't Itfdng cua ddi ngu gidng vidn va cac boat ddng kiem U-a dtfdc danh gia cao - Hoat dpng hanh chinb phue vu sinh vidn thuan tidn phan anh stf cam nhdn Economy and Forecast Re\ le BANG 1: DANH GIA CHAT LtTCiNG DAO TAG COA TRdCjMG QUA CAM NHAM CUA HGCTcJl HOC M i i c (SitMii t r i m STT -^ Nhan dinh binh Liia thang do(^c) R3't k h o n g dong y Khonn dong > thifiyng 06 15,62 45 IH 2M 62 26 Hoat J o n g g i a n g d a ; LU i-hat ludiii! Cdo Hodi J o n g hiiiih Lhiiih phui Ml sinh \ i e n t h u a n Binh D6ng Rai y dong> 124 14 46^)5 21.3 65 D i e u kiOn cd M1 \ j t i.hat J a p irnLi tai nhu t i u hoc lap ,.7 20.S 34.3 :, s ^.J''^ Dii-h Ml ho tio (.0 L-hai lirdng L,io d e ho trd \ R X hoc iAp 1.1 63 20 \1 47 ,> , , ? Nhan J i n h kli.k 8" 1 5b 3.X4S 35,31 3.7 BANG 2: D A N H GIA TINH CAM CUA NGCfCJl HQC VCf[ THffONG HIEU TRCfdNG NhSn dinh Co su' gan kc[ \ di thirong hieii Co-.u'loi cuon.uaihuonghiOu C o g i j iri urihOhicn C6 long iiinig ihanii Joi vOi [hu'dng liicu MiJc dfi diem trung h'mh ciia Ra't Khong Btnh khdng dongy thtftfng dong } 84 41 IS 97 ".4 r 46 12.5 2116 20.6 83 thang (%) RS't D6ng dong y 39 ^ 22.5 33 H 16 h 2^5 8S NguoiT Tong hdp phieu dieu tra ngiidi hoc di"> nhom tac g u vd chd't Itfdng dieh vu ddo tao qua boat ddng trtfc tie'p cung cap dich vu dao tao thdng qua cam nhan thdi dd va quy trinh phiic vu sinh vidn Cu the: 25,95% sd' ngtfcfi dtfdc boi cd cam nhdn boat dpng banh chinh ciia trtfdng thudn ldi, ddn gidn; 27,1% so ngtfdi dtfdc bdi cam nhan boat dpng chtfa tao dieu kidn cho ngtfdi hoi; 46,95% khdng co cam nhdn td't hay xau ve boat ddng - Dieu kien cd scf vat chat dap tfng tdt nhu cau hpc tap phan anh stf cam nhan chat Itfdng cua dieh vu dao tao gidn tid'p qua dieu kien cd sd vdt cbd't, nhtf: thtf vidn, phong hpc, ky tuc xd phuc vu cho boat ddng hpc tap Qua dieu tra co 26,85% so'ngtfdi dtfdc hoi cd cam nhan nha trtfdng ddp iJng day dii cdc dieu kien cd s6 vat cha't cho hp qua trinh hpc tap; 34,5% cho rang dieu kidn ndy khdng dap tfng dtfdc nhu cau cua hp va 39,3% khdng cd cam nhdn dtfdc dieu kien ed sd vat chd't CO du hay khdng - Chd't Itfdng dich vu hd trp phan anh stf cam nhan chd't Itfdng dich vu ddo tao thdng qua mang dich vu hd trd, nhtf: bd'p an tap the phue vu sinh vien, cac dich vu photo, in an, dich vu gufi xe Qua dieu tra thi chi cd 16,2% sd'ngtfcfi dtfdc hoi cam nhan cac dich vu hd trd cd cbd't Itfdng td't Day la hoat ddng cd ty le ngtfdi cam nhan td't it nha't Cd tdi 33,8% cam nhan cha't Itfdng dich vu hd trd chtfa cao va 47,5% trung tinh - Nhdn dinh khdc nhtf ddnh gid bang cap eua trtfdng 67 12 PHO BIEN KIEN THCTC ldi thd' cua tnfdng dtfdi mdt cua ngtfcfi hpc, boat ddng htfdng nghiep cho sinh vien trtfdc, va sau kbi trtfdng se phdn anb gian tie'p cbd't Itfdng dich vu dao tao eua nha trtfdng Theo do, cd 49,04% sd ngtfcfi hoi cd cam nhan cdc yd'u id eiia Trtfdng td't, cd utf the; 15,43% khdng cd cam nhdn tdt va 35,48% CO cam nhdn trung tinb ve cdc ydu td Hai Id, dnh hudng ciia sU cdm nhdn vi chdt luang ddo tgo ldi viec ddnh gid gid trj thuang^ hieu cua Trudng Stf cam nhdn td't ciia ngtfdi hpc v^ cha't Itfdng dich vu ddo tao se giiip thtfcfng hieu tao dtfdc stf gan bd vdi khach hang, tao dtfdc stf ldi cud'n vd binb vdi khdch hang, thtfdng liieu the bidn dtfdc gid tri ngtfdi su" dung no, vd cud'i cung co long tiung cua khach hdng De ldm ro xem, thtfdng hieu Trtfdng co tinh each hay khdng ta xem xet cdc nhan dinh Bang Qua Bang cho tha'y: - Su gdn ke't vdi thuang hieu: 46,1 % sd ngtfdi dtfdc hdi ddnh gia minh co stf gan ke't vdi thtfdng hieu Trtfdng; 19,37% sd ngtfdi dtfdc hoi cam nhdn hp chtfa cd stf gan kd't vdi thtfdng hieu Trtfdng vd 41,4% trung tinb Vdi ty le 46,1% dong y cd stf gan kd't vdi thtfdng bidu cd the danh gia thtfdng hidu Trtfdng da cd dtfdc stf gan ke't xa hdi, nhtfng cdn thd'p - Su loi cudn cua thuang hieu: 28,3% sd' ngtfcfi dtfdc hdi cam nhdn thtfdng hidu co stf ldi cudn dd'i vdi hp; 15% sd' ngtfdi dtfdc hdi cho rdng thtfdng bidu khdng ldi cudn dd'i vdi hp va 46,2% y kidn trung tinh Stf loi cudn tao dtfdc ddi vdi ngtfdi hpc co the tinh da dang ciia he dao tao ciia Trtfdng va dau vao cua ngtfdi hpc d miJc trung binh khd Stf ldi cudn ciia thtfdng bidu Trtfdng dd'i vdi ngtfdi hpc chtfa cao Ly chfnh la sd ngtfdi ed y kid'n trung tinh cao - Gid In ti^ the hien: 46,3% so ngtfdi dtfdc hoi cd cam nhdn thtfdng hieu Trtfcfng thd bidn dtfdc gia tii ciia bp; 33,1 % sd' ngtfdi dtfdc hoi eho rang, thtfdng hieu Trtfdng khdng the hien dtfdc gid tri cua hp; vd 20,6% so ngtfdi dtfdc hdi co y kid'n trung tinh Trong do, nhan dinh "thtfdng hieu Trtfdng mang lai nhieu cd hpi cho ban" nhdn dtfdc stf ddng tinh ldn Dilu ndy chu^g td, cac nganh dao tao nhd trtfdng da dap tfng dtfdc nhu cau xa hpi - Long trung thdnh ddi vdi thuang hieu: 36,3% sd ngtfdi dtfdc hoi cam nhdn se gan bo vdi thtfdng hidu Trtfdng; 32,4% khang dinh khong gan bo vdi thtfdng bidu Trtfdng; 32,4% y kid'n trung tinh Trong nhdn dinh "Ban se tie'p tuc ltfa chon hoc tap lai trtfdng nd'u ban cd nhu ciu hoc them dii ed nhiing ldi the tif ede trtfdng khac " co y kid'n iing hd dat 29,2% Dilu chtfng to r&ng stf loi cud'n cua thtfdng hieu Trtfdng cung chtfa cao M O T VAI KHUYEN NGH! Nhtfng kd't qud trdn cho thd'y, thtfdng hidu Trtfdng Dai hpc Lao ddng - Xd hpi da CO nhtfng dd'u bidu the hien dtfdc tinh edeb vd chie'm dtfdc cam tinb nhat dinh do'i vdi ngtfdi hpc Trtfdng Dai hpc Lao dpng - Xa bdi da xdy dtfng dtfdc phtn ebde ndng ciia thtfdng hidu (tdn trtfdng, logo, cha't Itfdng dieh vu ddo tao dat ydu cau so vdi quy dinh cua Bp Gido due va Dao tao) Thtfdng hidu Trtfdng da gay dtfng dtfdc tinh cam ciia ngtfSi hpc, nhtfng chtfa rd net, cu the so' ngtf5i dtfa cdu tra ldi trung tinh va khdng ddng y vdi cac nhdn dinh ldn Dtfdi goc dp nghidn cu^, ehiing tdi xin dd xud't mdt sd' khuydn nghi: Thd nhdt, Trtfcfng can ndng cao trinh dd cdn bp giang vidn, cu thd: Chud'n hoa tuyen dlu vao; Dau ttf nhieu bdn cho edng tdc nghien cdtf khoa hpc, ndng cao ndng Itfc nghidn cdTj khoa hpc eho ddi ngii giang vidn Thd hai, cin quan tdm de nang cao chat Itfdng nhffng dich vu hd trd eho giang day vd dao tao Thii ba, eung ed cd s6 vat cha't eho boat dpng day va hpc, nhtf: trang bi d6ng bd may chidu va micro cho cac phdng hpc; hd thd'ng e^u thang di lai, be thd'ng ve sinh, phdng ntfdc giao vidn can dat quy chuan Ngoai ra, ede edng tac khdc, nhtf: quan ly ddo tao cua Phong Dao tao, quan ly va hd trd sinh vidn cua Phong Quan ly sinh vien, hd trd cua Phong Hanh chinh, Phong Quan ly thid't bi eiing can thtfdng xuydn nang cao chd't Itfdng phuc vu, nhtf: xdy dtfng va ap dung nhtfng quy tiinh ldm vide khoa hpc, thudn ldi cho ddi ttfdng dtfdc phuc vu, ludn thtfc hidn cdng vide phuc vu vdi quan nidm ngtfcfi hoc chinh la khdch hang.U TAI LIEU THAM KHAO_ Bd Giao due va Dao tao (2007) Quy dinh ve tiiu chudn ddnh gid chdt luang trudng dgi hoc Trung tdm Thdng tin Kinh td - Xa hdi Qud'c gia, Bd Ke hoach vd Dau ttf (2004) Doanli nghiep Viet Nam vdi vdn de thuang hieu qud trinh hgi nhdp kinh te quo'c te, Nxb Thd'ng ke Nguydn Qude Thinh, Nguydn Thanh Trung (2005) Thuang hieu vdi nhd qudn ly, Nxb Van hod thdng tin Ha Ndi Trtfdng Dai hpe Lao ddng - Xd hpi (2011) Bdo cdo tuddnh gid nam 2011 Alries, Jack Trout (2004) Dinh vi cugc chie'n gidnh vi tri tdm tri khdch hdng, Nxb Tbong kd 68 ... Ngoai ra, ede edng tac khdc, nhtf: quan ly ddo tao cua Phong Dao tao, quan ly va hd trd sinh vidn cua Phong Quan ly sinh vien, hd trd cua Phong Hanh chinh, Phong Quan ly thid''t bi eiing can thtfdng... tao eua trtfdng qua ttinh trai nghiem cung cd''p dich vu Cam nhdn ve chd''t Itfdng dich vu ddo tao cua trtfdng dtfdi mat cua ngffdi hpc dffdc ddnh gid thdng qua chi tidu (Bang 1) Qua Bang cd the... ngtfcfi hpc dd''i vdi thffdng hidu trffdng, qua ddnh gia dtfdc tinh cdch eua thtfdng hieu trtfdng Phan cam xuc cua thtfcfng hidu dtfdc hinh thdng qua qua titnh trai nghidm dich vu ddo tao cua ngtfdi