XA HOI NGHIEN cufu DANH GlA GlA TR! THl/ONG HIEU TRl/GING DAI HOC CONG NGHIEP H A NQI Dl/Gll GOC NHIN CUA NGl/GfisUf DUNG LAO DONG EVALUATION OF EMPLOYER BASED BRAND EQUITY''''S IN HANOI UNIVERSITY OF IN[.]
XA HOI NGHIEN cufu DANH GlA GlA TR! THl/ONG HIEU TRl/GING DAI HOC CONG NGHIEP H A NQI Dl/Gll GOC NHIN CUA NGl/GfisUf DUNG LAO DONG EVALUATION OF EMPLOYER BASED BRAND EQUITY'S IN HANOI UNIVERSITY OF INDUSTRY Ha Xuan Quang, Than Thanh Soin, Cao Thj Thanh, Tran NgocDulc va can bp giang vien, ccf quan tai trO, c^c nha tai trotu nhan, CO quan chinh phili, fie nghien cdu va d^nh gia gia tri thi/ong hi§u tnfdng Sai hoc C6ng nghiep Ha Ndi (fiHCNHN), hai phuong cac ccf quan truyen thong, cUu SV, ngiffti phap nghien cu\i dmh tinh va 3|nh lirgng da duoc sd dung Bai bao tap trung trinh bay ket qui nghien SLf dung lao dong (Ha Xuan Quang cung Clin dinh lirong thong qua ky thuat ffieu tra triJc tiep 104 ngifdi sd dung lao dgng trinh cao dang, dai cong su, 2012) Do do, muon danh gi^ hgc tfit nghiip trifdng OHCNHN DO lieu dwoc phan tich bang phirong phap hoi quy vdi siTiio trg cda phan thuong hieu cua mot trudng dai hoc, can mem SPSS 18,0 Ket quS nghien cdu cho thay gia trj thUong hieu trudngfiHCNHNdUOc ngUcfi sddung lao phai nghien cCfu xem thuang hieu co dgng d^nb gia d mdc trung binh Kien thdc, ky nang chuyen mon; tac phong lam viec va tinh chd ddng, gia trj nhuthe nao tam tri cua cong sang tao cong viec cda ngUcri lao ddng tac dong tich cg'c den sir tiai long cua ngucfi sddung lao dong dong, Tuy nhien khuon kho nghi§n Nghien cdu khdng tim thay mdi quan he giffa kien thiic, ky nang bo tro cua ngUdi lao dong va sUhai Idng cUu, bai bao tap trung vao danh gia gid trj cda ngudi sddung lao ddng thuong hieu trudng DHCNHN dUdi goc nhin cija ngudi sCfdung lao dpng, tif Abstract de xuat mpt so khuyen nghj nham nang Both qualitative and quantitative methods were used to evaluate the brand equity of Hanoi University cao gia tri thuong hieu trudng OHCNHN of Industry (HaUl) For this paper, the results ofthe quantitative researcb were reported The data were theo hudng dao tao dap ifng nhu cau collected from 104 employers who hire graduated students from HaUl (college graduated and university ci!ia ngudi sCrdung lao dpng graduated] by self-administered structured questionnaires and were analyzed by using regression 2.M6HlNHNGHllNCCJru analysis with SPSS version 18 The results show thattbe brand equity of HaUl evaluated were moderate Md hinh nghien cCfu gia tn thUtJng Knowledge, working skills, woriting style, sense of initiative and aeativity of employees have positive hieu dudi gdc nhin cua ngUdi sd dung impacts on the satisfaction of employers The study found no relationship between knowledge and lao dpng, dupc xay diing dUa tren tno complementary skills of employees and the satisfaction of employers hinh gia tri thuong hieu dai hoc cua Joachimsthaler va Aaker (1999); Ha Xuan TS Ha Xuin Quang, ThS Than Thanh Son, Quang cung cong sU (2013) va thong ThS Cao Thj Thanh, ThS Tran Hgocfldc Nhan bai ngay: 21/1/2014 Tnidng Dai hoc Cong nghiep Ha Noi NgaychapnhSndang: 28/3/2014 qua ket quci nghien cijfu djnh tinh Mo Email' hxquang@h3ui.edu hinh Joachimsthaler va Aaker (1999) va Ha Xuan Quang cCing cong sU (2013) cho Gidl THIEU tai kha mdi me, Cac nghien cufu hien ring chat lUpng elm nhan quyet dinh Ngay nay, ly thuyet va thifc tien da tai thudng chi tap trung xac dinh nhCfng nhan thCfc cua ngudi tieu dung ve mot cho thay, thLrong hieu trd mpt phan, cung nhu mpt so yeu to anh thuang hieu yeu to quan trong cac cuoc canh hadng den gia tr; thuong hieu dai hpc Trong nghien cufu djnh tinh, nhom tranh cue giCfa cac trudng dai hoc Tuy dudi goc nhin cua sinh vien (SV), nghien cufu phdng van sau nha qu^n nhien, viec danh gia thcfong hieu do, trudng dai hoc co nhieu nhdm doi ly giao due giau kmh nghiem va ngUCJl ITnh vyc giao ciuc dai hoc van la mot de tuong va cac ben lien quan khac.Od la, SV quan ly cua doanh nghiep tU nhan Ket Tdm t i t TapdiiKHOAHOC&CONGNGHE S o ECONOMICS-SOCIETYl dung lao ddng PHl/ONG PHAP NGHIEN ClfU Nghien cUu sir dung phuong phap dinh luang va phuang phap khao sat thu thap du" lieu de thUc hien mue tieu nghien culi Trong nghien ctfu dmh lUdng, cdng cu nghien ctfu la b^ng cau hdi duae sCf dung de khao sat cac doanh nghiep ve ngudi lao ddng cd trinh dai hocva eao dang tot nghiep trudng DHCNHN, Hinh l.Md hinh nghien cdu qua nghien ctfu djnh tinh cho thay, doanh nghiep thudng danh gia gia tri thuong hieu cCia mot trudng dai hoc thong qua nang lUc lam viec cua SV sau tot nghiep Qua qua trinh sCf dung lao ddng, doanh nghiep cd the danh gia ve chat lupng cCia lao dpng IVlufc hai long cCia doanh nghiep ve dpi ngu lao ddng dua tren viec so sanh chat luong cCia lao ddng thUc te sCf dung va nhu cau sddung lao dpng Mufc dp hai long cua cJoanh nghiep se hinh y dinh tiep tuc sCf dung doi vdi lUc luong lao dpng dd Do vay, nhdm tac gia da de xuat mo hinh nghien cCfu gia tri thUtJng hieu trudng €)ai hpc dudi gdc nhin cua ngUdi sijfdyng lao dpng nhu hinh Cung nghien clJu dinh tinh, mot bang tong hdp cac bien quan sat dimg de danh gia thuang hieu mot trudng dai hpc dUdi gdc nhin cua ngudi sd dung lao dong duac gidi thieu va trao doi vdi doi tUpng phdng van Nhdm nghien cufu da tong hpp ket qua phdng van va de xuat mpt danh sach cac bien quan sat ludng gia tn thuang hieu mot trUdng dai hoc dudi goc nhin cua ngudi sCr dung lao dpng Nang lUc lam viec cua ngudi lao dong dupc cu the bang bien dpc lap Mot la, Kien thtrc, ky nang chuyen mdn Hai la, Tac phong lam viec Ba la, Kien thUc, ky nang bo tra Bon la, Chii dpng sang tao cdng viec Trong do, Kien thufc, ky nang chuyen mdn cua lao ddng {ki hieu la CM) dUOc the hien thong qua kien thCrc chuyen mdn, nang luc thuc hien cdng viec, ky nang giao tiep, lam viec nhdm Tac phong lam viec cua lao ddng (ki hieu la TP) duoc the hien qua tac phong chuyen nghiep, y thtfc to chUc ky luat va khdng ngai khd khan cdng viec Kien thtfc, ky nang bo trp {ki hieu la 6T) duoc the hien qua trinh dp tin hpc va ngoai ngiJ cua ngUdi lao dpng Chu dpng, sang tao cdng viec {ki hieu la ST) yeu cau cao hdn ve ky nang cua ngudi lao dpng Bien phu thudc la sU hai Idng cua ngudi sd dung lao ddng (ki hieu la ML} the hien thdng qua mtfc dd hai Idng, y dinh stf dung lao ddng va truyen thdng tich cue cua ngUdi sir dung lao ddng Gia thuyet nghien cdu: - HI: Kien thUc, ky nang chuyen mdn Clia ngudi lao ddng tac ddng tich cue den sUhai Idng cua ngudi sCrdung lao dpng - H2: Tac phong lam viec cua ngudi lao ddng tae ddng tieh cue den sU hai Idng cua ngUdi stf dung lao dpng - H3: Kien thufc, ky nang bo trd cua ngudi lao dpng tac ddng tich cue den sU hai Idng cua ngUdi sCf dung lao ddng - H4: Tfnh chu dpng, sang tao cdng viec cua ngUdi lao dpng tac dpng tich cue den sii hai Idng cua ngUdi stf Bang eau hdi bao gom phan Thy nhat, thdng tin ehung ve doanh nghiep nhu ten doanh nghiep, ten va chyc vu cua ngudi tra Idi ThU hai, dac diem cua doanh nghiep gom loai hinh doanh nghiep, linh vUc hoat ddng cua doanh nghiep va mdt so thdng tin de nhan dien ddi tuong khao sat Thy ba, an tupng cua doanh nghiep ve trUdng DHCNHN Thy tu, danh gia cua doanh nghiep ve gia trj thuong hieu trudng DHCNHN thdng qua tap hdp 18 bien quan sat V\ec khao sat duac thye hien bang each phat bang cau hdi trUc tiep cho ddi tuang khao sat vdi sy giup dd cua cac dong nghiep dang cdng tac tai eac ddn vj trudng DHCNHN Quy md mau khao sat la 104 doanh nghiep, ed 37,8% doanh nghiep hoat ddng linh vyc san xuat; 21,6% hoat dpng Unh vyc thUong mai; cdn lai la hoat dpng ITnh vyc kinh doanh dich vu va loai khac, Cac doanh nghiep duac chpn theo phUdng phap chpn mau phi ngau nhien, Sau cd dUpc ket qua khao sat, ky thuat lam sach dy lieu dugc thuc hien va dua vao phan tieh Phan mem SPSS 18.0 duac dung de phan tieh va xy ly dO lieu Tae gia sy dung phUdng phap phan tich nhan td kham pha (EFA); phUdng phap he so tin cay va phan tich md hinh hdi quy da bien de ktem djnh moi quan he giUa cac phan thUdng hieu P/it/cfngtrin/j/JO/c?uy; Trong cac phan eua gia tri thUdng hieu, yeu to "5u hai long eua ngudi sd dung loo dgng" la So 21.2014-TapdiiKHQA HOC&CONG NGHE i81 XA HOL Bang 2, Ma tran ntian to xoay (Rotated Component mpt phan dae biet quan trpng doi vdi ITnh vUc giao due Do vay nghien cyu moi Matrix) quan he giUa phan "SUhailong cua Nhan to ngudi sd dung lao dong" va phan cdn lai la "Kien thdc, Icy ndng chuyen mdn" CMI 0,633 'Tdc phong ldm viec", "Kien thdc, ky ndng CM2 0,872 bo trd' "Chti dong sang tgo cong 0,816 CM3 viec" la nhOng yeu td can thiet de tim 0,793 CM4 duac diem quan trong qua trinh 0,757 CM5 xay dyng chien luoe phat trien thUdng 0,669 TPl hieu dai hpc, 0,783 TP2 4.3 Danh gia cua doanh nghiep v4 gii tri thUtfng hieu trUcAig DHCNHN Thong k^ danh gia cua doanh nghiep ve eac phan cau gia tri thuang hieu trUdng DHCNHN the hi&n qua nang lye lam viec cOa SV sau tot nghiep va Idng trung thUdng hieu dUdc trinh bay cu the bang - /Oen thdc, ky ndng ehuyin man: HgUcA sd dyng lao ddng danh gia kien thtfc ky nang chuyen mdn cua SV tot nghiep trudng DHCNHN bang bien quan sat 0,875 TP3 Md hinh nghien cdu dUdc bieu dien (CfVll-CM5) Kien tfiiJc, ky nang chuyen 0,854 BTI dudi dang md hinh hoi quy tuyen ttnh mdn cua SV tdt nghiep trudng DHCNHN 0,850 BT2 nhusau: dUdc danh gia d mUc trung binh (dat 3,4 0,694 STI HL = p , + p,*CM + p,*TP + P,*BT tr§n thang Likert diem) Ngoai ra, dp lech 0,819 S T + P/ST + E 4.2.Danh gia dotln cay cCia thang chuan nhd (0,5) va slg la 0,000 Ket q u a EFA c h o tha'y, c d y e u t d d u p e t r i c h tai "Initial Eigenvalues" > la "Kien t h y e , k y n a n g c h u y e n m d n V ' T a e p h o n g l a m viec", "Kien t h y e , ky n a n g b o t r p " va "Chu d d n g , sang tao" Cac gia trj Factor L o a d i n g d e u dpng" la 0,855 (> 0,7) Hau het cac gia trj Cronbach's Alpha neu loai bien deu thap hdn gia tri Cronbach's Alpha Cac gia tri tUdng quan bien tdng deu Idn hon 0,3 Tuy nhien, bien quan sat HL5 ciia "SU hai Idng cua ngudi sy dyng lao ddng" ed gia tri tuong quan bien tong deu nhd han 0,3 va gia tri Cranbach's Alpha neu loai bien la 0,927 (> 0,855) Do dd, bien quan sat dupe loai bd Cac thang cdn lal deu dam bao dp tin cay - Tdc phong ldm viic: NgUdi sd dung lad ddng danh gia tac phong lam viee eua SV tdt nghiep trudng DHCNHN bSng bien quan sat (TPl-TP3).Tac phong lam viec cilia SV tdt nghiep trUdng DHCNHN dupc danh gia kha eao (dat 3,89 tren thang Likert diem) Ngoai ra, dp lech ehuan nhd (