Đang tải... (xem toàn văn)
TAP CHl KHOA HOC TRUONG OAI HOC MO TP HCM S6 6 C38) 2014 41 DANH TIENG TO CHU''''C DAO TAG THEO Gdc NHIN upC VIEN CAO upC ?5 Ngay nh?ln biii 12/06/2014 Hodng Th} Phitong Thdo'''' % Ngaynhan lai 13/07/2014 ][.]
% ] TAP CHl KHOA HOC TRUONG OAI HOC MO TP.HCM - S6 C38) 2014 DANH TIENG TO CHU'C D A O TAG THEO Gdc NHIN upC VIEN CAO upC Ngay nh?ln biii: 12/06/2014 Ngaynhan lai: 13/07/2014 Ngay duyet dang: 18/082014 41 ?5 Hodng Th} Phitong Thdo' TOM TAT Trong linh vuc ddo tgo sau dgi hgc, cgnh tranh dang ngdy cdng gay gdt thi danh tieng td chirc trd nen rdt quan trgng di thu hut hgc vien Bdi bdo trinh bdy cdc nhdn Id dnh hudng den danh tieng td chuc ddo tgo cao hgc vd mdi quan he cua chung vdi long trung thdnh cua nguai hgc de tif giiip cho nhd qudn ly gido due viec quyit dinh cdi thiin dich vu, nhgn vai trd cua cdng cu truyin thdng de phdt trien thuang hiiu cua mgt to chirc ddo tao Cdng cu he sd tin cdy Cronbach alpha, phdn deh nhdn td EFA phdn tich hdi quy tuyen tinh vd phdn lich phuang sai ANOVA dugc diing di xd ly sd lieu dua trin mdu khdo sdt 756 hgc viin cao hoc thugc td chuc ddo tgo dien hinh tgi TP.HCM Kit qud Id danh tiing td chuc ddo tgo cd dugc tit su tin tu&ng cua ngudi hgc vi chdt lugng dich vu vd tir truyin thdng dgi cbung vd truyin mi4ng Tu khda: danh tieng, ddo tgo cao hgc, truyin thong dgi chung, ti-uyin mieng, tin tuang ABSTRACT In higher education, the role of institution reputation is more important when the competition among institutions is fiercer to attract students The article presents key factors contributing to institutional reputation and its relationship to student loyalty in order lo help education managers decide to improve sen'ice quality, aware of the role of public communication and word-of-mouth (WOM) in developing institution's brand The tools of Cronbach alpha, EFA analysis, linear regression, and ANOVA are used with the sample size of 756 postgraduate students of three typical institutions in HCM city The result shows that institutional reputation is created by student's trust originated from service quality, public communication and WOM Keywords: reputation, postgraduate, public communication, WOM, student's trust ' PGS.TS, Truang Dai hpe Ma TP.HCM Email: hthiphuongthao@yahoo.com KINHT^ 42 Gidi thieu Barney (1991) xac dinh danh tiSng la mdt tiong nhiing tai san quy hiem, khdng the bat chudc dupc va khdng the thay the, nhung iai tao lgi thk eanh tranh bin vung Danb tieng tieh cyc co the la nhan td chinb vifc tri lpi thk canh tranh kbi nd dupc phat tri^n tiong mdt thdi gian dai ma ddi thu canh tranh khdng Ihl de dang theo dudi kip (Howard, 1998) Tai Viet Nam dao tao sau dai hpe bat dau tiJ nam 1976 va bimg phat tir nhihig nam diu thap ky 90 vdi sd lupng thac Sl, ti§n sT cang tang nhanh (Mai Minh, 2012) Cac to chuc dao tao sau d?i hpe dang cd mpt sy canh tianh manh de thu hut bpe vien vdi ti If chpi thi tuyen dau vao eua cac tmdng khac Hpe vien cang cd nhieu co hpi de lya chpn co sd dao tao sau dai hpe, va hp chpn tiudng nao cdn phu thude vao nhieu yeu to, uong dd danh tien^ ciia to chuc dao tao la mot nhiJng yeu to mau chot Vay lam the nao de co the nang eao danh tieng td chirc dao tao nham thu hut Iupng hpe vien tiem nang nay? Mue tieu eua bai bao la xae dinh cac nhan to tao dyng danh tieng to chuc dao tao cao hpe va kham pha muc dp danh lieng cua cac to chuc dya tren nhan tbirc cua ngudi hpe nham ddng gop vao nhimg hieu biet ve trai nghifm thuang hieu ban iam thdng qua chat lupng djch vy, n6 lye tmyIn thong, nilm tin, danb tieng td chuc, va Idng tmng mdi tmdng canh tranh va phat triln cua hf thdng giao due sau dai bpe tai Viet Nam Co- sd Iy luan va gia thuyet nghien Danh tiing id chirc Id gi? Wartiek (2002) da chi riing dac tinh/ban sac hinh anh uy tin, thifn chi, su quy trpng va vi tri tat ca dupc xem nhu d6ng nghTa vdi danh tieng dya vao muc dp khai quat hoa khac va co the sOr dung thay the cho Comelissen va Thorpe (2002) cho rang danh tieng la sy dai difn tap th§ vl hinh anh thuong hifu eua td chuc qua khu thdng qua uuyln thdng hoac bang kinh nghiem dupe hinh theo tiidi gian Danh tilng cua td ehirc dupc djnh ngbia la mpi quan nifm dya tren nhan thuc ve nhung vifc da iam va each thirc lam nhCrng viec to chirc (Benneti va Kottasz 2000) Danh tieng ciia to chirc dupc danh gia thong qua sy than phiic tin tudng cam xuc tich cue \'a sy ton trpng ciia mpi ngudi (Vidaver-Cohen, 2007) Nghien cdu na\' xem xet \ai tro ciia danh tieng to chuc ngir canh giao due Vi ban chat cua giao duc \ a \ i ket qua giao due thuong tiem lang \a \ o hinh do rat kho cho hpe \ien giai ma danh tieng mac dii no thudng la mpt chi so cho hoc vien va gia dinh hp chon td chiic dao tao (Fombmn va Gardberg 2O0O), Vi le danh tieng td chirc khong phai dua vao mpt phan nhat ma no dupc tao nen bdi nhieu phan khac co the lien quan den nhu: chat lupng dich vu ma khach hang da quan sat \ a trai nghiem sudt qua trinh phat trien cua to chirc thong tin tir phuang lien dai chung va truyen mieng va niem tin la su danh gia tong quat cac diem tren Chat lupng dich vu duoc dinh nghTa la loan bp cac dac diem ctia dich vu chira dung kha nang ciia dich vu thoa man dugc nhung nbu cau cua ngudi su dung (Angel I va cpng su, 2008) Truyen thong dai chiing la cac hoat ddng truyen thdng tin rpng rai ve dich vu va ban than to chirc tdi khach hang nham thuyet phuc hp tin tudng vao to chuc va dich vu ciia td chuc {Kotler va Amsirong, 2011) Thong tin truyen mieng la giao tiep phi chinh thirc giira cac to chuc, ca nhan ve viec danh gia djch vu (Aiderson 1998) Ni^m tin cua ngudi sir 5^,^ the hien sy tin rudng cua hp vao su liem dupji ^ ^ M h cua to chirc cung c^p dich vu va ket qua (|ich \u dang tin cay (Rojas-Mendez va cpng sir^ 2009) Long trung doi vdi l6 chirc ^igt dinh nghia la trang thai tam ly phat sinh bdi nhdn thii'c ciia mdt ca nhan nilm tin va cam \uc kich thich su sEn sang hay du dinh phat tnen \a du\ tri moi quan he dn djnh va bin vung (Rai \a Sri\astava, 2012) Tir niiCrng khai niem ca ban tren cac moi quan he gian tiep \ a true tilp d^n din danh tieng cua to chirc dao tao vdi mong muon dai duac long trung ciia ngudi hpe duac de nghi \em xet Dong thdi \'iec t6ng hpp ly thuyet \e cac moi quan he la nin tang de phat trien cac gia thu\it nghien cuu sau dav TAP CHi KHOA HOC TRUONG OAI HOC MO TP.HCM - SO (38) 2014 2.1 Trdi nghiim chdt luang dich vu vd Hid Cd mdi quan bf giira chat lupng co niem tin vdo td chuc sd vat chat cua Id ehue dao tao va sy tin tudng Helgesen va Nesset (2007) xet thiy tiiai ciia ngudi hpe doi vdi td ehue dp tmdc day ddi vdi chdt luong tdng ihl tmdc 2.2 Tiidng tin truyin ihong dgi chung, dd cd anh hudng tryc tilp len thai dp kliach su tin tudng vd danh tieng td chuc hang hifn tai Thai dp tich eye cua hpe vien Kassim & cdng su (2010) md ta danh ddi vdi td ehue dao tao cd Ihl khiln bo tin rang khoa/vien dao lao cd thi cung ckp dich tieng td chuc la nhan thuc tong quat ve mdt vy tdt tuong lai, dilu tao eho bp mdt doi tupng dupc tao qua vifc tiep tbu sy tin tudng Nhu vSy su tin tudng cua hpe thdng tin tir cac ngudn khac nhu kinh vien ddi vdi Id chuc dao tao phy tbudc vao i^hiem qua khir, tmyen mieng, va tmyen chat lupTig dich vy Hsu (2003) cbo rSng nlu thdi^ marketing theo thdi gian Tmyen thdng khach hang nhan xet cbSt luong dich vu tdt, dai chung cd cac muc dich co ban la thdng nhihig suy nght tich cue vl Id ehue lao dich bao, thuyel phye va nhac nhd ddi tupng nhan vy chat lupng tdt dd dupe luu giu tam tri lin ve hang hoa/dich vu va thuang hieu cua td khach hang Chat lupng dich vu cd thi duac ehue (Kotler va Amstrong, 2011) Thdng tin phan anh qua nam khia c?nh: ehuong trinh dao dai chiing ddng vai trd quan trpng de thdng tao, dpi ngij giang vien, quan ly hpe vu co sd bao eho hpe vien biet ve dae diem ciia tmdng vat chat va boat dpng ngoai khda (Sultan va va chuang trinh dao tao (James va cpng sy, Wong, 2012; Hoang Thi Phuang Thao va 1999) Hoc vien xem thdng tin nhu mpt ngudn Nguyin Kim Thao, 2010) Tuy nhien, tham khao chii yeu de biel ve td chuc dao tao mdi Irudng dao tao sau dai hpe, ngudi hpe ma minh se chpn lya vi the thdng tin can day la nhung cdng dan dang di Iam, hp theo hpe du va dang lin eay Do do, hai gia thuyet dupc cac Idp budi toi va culi tuan, cac boat dpng hinh la: ngoai khda cua nha trudng danh eho hp At H2 Co moi quan hf giira thdng tin hiem hoae khdng cd Rd rang la yeu ciu vl ehat lupng dich vy cua hp khae ban so vdi eae tmyen thdng dai chiing ve td chuc va sy tin sinh vien hpe chinh quy Vi vay ngir tudng cua ngudi hoc ve td chdc eanh dao tao cao hoc, tiai nghifm chdt lupng H3 Cd mdi quan he giiia thdng tin djch vu cua ngudi hoc nen dupc loai trii- boat tmyen thong dai chung ve td chuc va danh dpng ngoai khda Thai dp tich cyc cua khach tieng ciia td chuc hang ve chat Iupng dich vy ciia mot thuang 2.3 Thdng tin truyin mieng, su tin hifu td ehue din bp tdi niem tin rang thucmg hifu td chuc cd kha nang cung cSp sy thoa tudng vd danh tiing td chuc man, sy tin cay va cam xuc ve ket qua tdt ma Thdng tin tmyen mifng la mdt hinh thuc hp se dat dupc tuong Iai Do do, cac gia tmyen tin bang Idi giira nhimg ngudi tieu dung thuylt dupe de nghi cu the la: ve nhung kinh nghiem ca nhan ciia hp dii vdi mpt td ehirc hay dich vu (Datta & epng su, Hla Cd mdi quan hf giua chat Iupng 2005) Cac boat dpng tmyIn tin tmdc hit chucmg trinh dao tgo cua Id ehue dao tao va sy ddi hdi ngudi tieu dimg phai tin tudng thuong hieu td chuc hp trd ngudi phat tin tudng ciia ngudi hpe ddi vdi Id chuc ngdn cbo thuang hieu td chiic Cae hpe Hlb Cd mdi quan be giGa chat luang vien se xay dyng niem tin ve Id chuc dao tao ddi ngii giang vien eua to chuc dao tao va sy bang each ling nghe y kiln tir ngudi khac tin tudng cua ngudi hpe ddi vdi td chuc Nhu vay niem tin ciia ngudi hpe ddi vdi Id HIc Cd mdi quan hf giua ehat lupng ehue va danh tilng tl ehirc la kit qua cua qua quan ly hpe vy cua td chuc dao tao va sy tin tiinh truyin thdng tin in tupng tir cac ngudn khac cd ngudn thdng tin tmyIn tudng CLia ngudi hpe ddi vdi td chuc mifng Hai gia thuylt kl tilp duac dl nghi la: KINHTf H4 Cd moi quan hf gi&a thong tin tmyen mifng tich cyc \ e td chirc va sy tin tudng cua ngudi hpe ddi vdi td chirc H5 Cd mdi quan hf giiia thdng tin tmyen mifng tich eye ve td chuc va danh tieng cua to chire dd 2.4 Svr tin tudng vd danh tiing td chirc Long trung ctia ngudi hpe anh hudng den chat lupng ciia viec hpe din cam kel ti'ch cyc cua hpe vien vifc hoan khoa bpe va trd ve tmdng cii d l cap nhat kiln thiic (Marzo-Navarro va cdng su 2005) Hp cung cd the trd ngudi iing hp, khuyen bao ngudi khac den bpe tai nai hp dang hoc Trong khi, danh tieng Id chire dao lao xac dinh nban thuc tdng (juat cua ngudi bpe vl t l ehue do, danh tieng tdt ciia td chuc dao lao se giiip xay dyng Idng tinng cua ngudi hpe doi vdi td chuc dao tao (Bhattacharya va Sen, 2003) Do do, quan tn danh tieng id chiic dao tao ddng vai trd quan trpng viec thu hiit va til bgc vien (Standifin, 2005) Gia thuylt sau day duge dl nghi la: Su tin tudng ciia hpe vien ngO eanh giao due dupc xac dinh la mot tiong nhirng ket qua ehinh cua viec danh gia danh tieng eiia Nha tmdng dao lao eae hpe vien tmdng hay bo hpe giiJa chimg (Hennig-Thuau va eae cpng sy, 2001) Nhieu khoa/vien dao tao sau dai hpe dang cd gang tSng sd hoc vien moi nam Ien sy lin tudng cua hpe vien dy tuyen cd Ihl d6ng vai trd quan tipng tiong vifc H7 Cd mdi quan he giiia danh tieng tl tang kha nang tiep can thi tmdng cua cac cbiic dao t£io va Idng trung eiia ngudi chuong trinh cao hoc va thuang hifu ciia cac hpe ddi vdi to chirc khoa/vien dao lao Danh tilng ciia td chirc dao tao cdn dupc dinh ngbia nhu muc dp tin Hinh trinh bay md hinh nghien ciiu voi tudng vao kha nang eiia Id ehiic dap iing mong mudi gia thuyet duge dk nghi d tren Thang dpi eiia ngudi hpe dua tren cac thupe tinh nao tiong nghien cuu dua tren co sd ly thuylt dd (Nguyen \a Leblanc 2001) bia thuylt vl chat lugng djch vu dao tao sau dai hoc, dugc de nghj la: thdng tin tmyIn thdng dai ehiing, thdng tin tmyen mieng, sy tin tudng, danh tilng 16 chuc H6 Co moi quan he giiJa su tm tudng dao lao ya long tmng Cac tap bien quan ciia ngudi hpe vl td chuc va danh tilng eiia t l sat cu the dugc ludng ti-en thang Likert chirc diem (1 = rat khdng ddng y, = khdng ddngy, 2.5 Danh tieng id chuc ado tgo vd long = hoi khdng ddng y, = tmng lap, = hoi d6ng y,€, = ding y, va = rSt ddng y) trung thdnh cua ngudi hgc Hinh Mo hinh nghien ciru TAP CHi KHOA HOC TRUONG DAI HOC MOTP.HCM-SO (38) 2014 Phvtdng phap nghien cihi Phuang phap nghien ciiu dugc thyc bifn thdng qua budc: ngbien cuu dinb tfnh va nghiin cuu dinh lugng De dam bao gia tri npi dung cua thang do, thao luan nhdm (n=10) dugc thyc hifn nham bd sung va dilu ehinh cac phat bilu dl thuEin lgi cho viec tmyIn dat y nghTa Sau ket qua nghien ciiu dinh tinh, cd 41 bien quan sat dai dien cbo eae khai nifm nghien ciiu 22 biln quan sat thi hifn bdn khia canh cua chit lugng dich vy, biln cho thang tmyen thdng dai chiing va truyin 45 mifng, bien cbo thang sy tin tudng, biln cho danh tilng Id chiic va bien cho long tmng cua ngudi bpe Dii tugng khao sat cua nghien ciiu dinh lugr^ la eae hpe vien cao bpe dang tbeo bpe tai cac ca sd dao lao sau dai hpe cua ba tmdng Dai hoc Kinh T I TP.HCM, Dai hpe Bach Khoa TP HCM va Dai hpe Md TP HCM Ddi tirong dupc chpn theo phuang phap dinb muc thuan tifn theo Bang I Ti If dinh mdc cd dya tren qui md tdng the nghien eim Bang Phan mau dinh mirc ke hoach va thyc hien Th chirc dao t^o sau d^i hoc Thirc hien Ke hoach n=750 n=756 Ti le phan bo Mau Dai hoc Mo TP HCM 35% 278 36,8% Dai hoc Kinh TS TP HCM 45% 366 48,4% Dai hgc Bach Khoa TP HCM 20% 112 14,8% Co 780 bang cau hdi phat va thu ve duge 761 bang, dd cd bang khdn^ dat yeu ciu ehit lugng tra Idi Cdng cy be so tin cay Cronbach alpha va phan lich nhan td EFA dugc sii dung de sang Ipc thang cae kbai nifm nghien ciiu Tiep md hinh hoi quy dugc su dung dl kilm djnh cac gia thuyet nghien euu Phep kiem dinb ANOVA dugc dung dl phan tich sy khac bift giiia bpe vien d cac Id chiie dao tgo sau dai hoc khac ddi vdi cac yeu td lien quan den danh tieng cua td ehiic dao tao sau dai hpe Ket qua nghien ciru Quy md mlu nghien ciiu gdm 756 bpe vien dang bpe cao bpe tai Tmdng Dai bpe Md TP HCM (36,8%), Dai hpe Kinb T I TP HCM (48.4%) va Dai bpe Bach Khoa TP HCM (14,8%) tbeo chuyen nganh chinb: Kinh te hgc (23%), Quan In Kinh doanh (36%) Tai chinh-Ngan bang (26%) va Xay dyng (15%) v l gidi tinh nil chiem 46,3% Ve dp tuoi, nbdm tudi 21-25 chiem phan ddng vdi 44,4%, nbdm luoi 26-30 chiem 36,1%, nhdm tudi 31- Ti if phan bd 35 ehiem 14%, va tii 36 den 45 chiem 5,4% Xet ve tbu nhap thu nhap thip dudi trifu dong CO 22,9%, thu nbSp tmng binh tu din 10 trieu ddng chiem da so vdi 53%, tien 10 trifu den 15 trifu ddng la 17,3%, tien 15 trieu ddng ehiem 6,7% Linh vyc lam vifc chu yeu la kinh tl chiem 56,9%, ky thuat chilm 17,1 %, edn lai la khoa hpe xa hpi vdi 1,1% Trong edng vife, vi tri nhan vien chiem dai da so vdi 72,1%, edn lai la quan Iy cap thap chiem 15,7%, giang vien la 3,2%, quan ly cap eao chi chiem 1,9% va ed mpt nhom chua di lam chiem 7,1% Vl khu vuc iam vifc, 35,8% dap vien hifn dang Iam vifc tai cac cdng ty Nha nudc va 57% phye vu cac cdng ty ngoai Nha nudc 4.1 P/idn tich nhdn to vd ddnh gid dp tin cdy thang Ket qua phan tieh EFA cho thang ehat lugng djch vy cho thiy cd bdn ylu td dugc trich vdi gia tri Eigen thip nhit la 1,130 va long phuang sal trich duge la 59,346% Cac hf so tai nban Id eua cac phin nam tiong khoang 0,501 - 0,859 Tit ca he sd KINH it Cronbach alpha cua chat luong dich vu dat tir don huong voi he so Cronbach alpha km 0.793 dSn 0,879 VS hai phucmg tien truyen hon 0.80 Nhu vay cac nhan to dai dien cho thong dai chung va truyen mieng he so cac khai niem nghien , cuu deu cd tinh » nh^t Cronbach alpha dat Neu ciu Ion hon 0.6 va cac quan noi tai va tin cay dat yeu cau hoan he s6 tai nhan td' xip xi 0,70 tro len Sir tin toan thich hop cho cac phan tich xa hon (xem tudng danh tiSng xb chuc va long trung thanli Bang 2) ciia nguoi hoc deu la cac khai niem ciia thang Bang Phan tich nhSn to C Jc biln H? so tai nhan to Chat lirgng chuang trinh ddo tgo Nganh hpe da d^ng 0,702 So lupng mon hoc phong phii 0,775 Npi dung mon hpe doi mdi 0,699 Khung thdi gian hpp Iy 0,658 Quy md Idp thich hop 0.501 ChSt lugng dpi ngS gidng vien Giang vien co kien thiic sau va kinh nghiem 0,765 Giang vien tich cyc giang day hudng ve hpe vien 0,763 Phuong phap giang phii hgp timg mdn hgc 0,766 Phuong phap giang hpe nhom va ty hoc 0,636 Giang vien danh dii thdi gian de huong din/tu vin 0,628 Chdt lugng qudn ly lipc vu Thdng bao kjp thdi qui che/ke ho^ch hoc 0.544 Tich cyc tao mpi thuan tien cho ngudi hoc 0.834 Giao tiep lich su, nhS nhiin vdi hoc vien 0.859 Dl dang lien lac qua dien tho?i/email 0.815 To chdc giao luu phat trien mli quan hf giira hoc vien 0,761 Chit lirgng ca s& vgt chSt Dja diem hpe thugn tien khang trang 0,503 Trang thiet bi dky dii va hoat dpng tit 0,584 Thu vifn ngoai mang dap ung tit nhu ciu 0,658 Thu vifn tren mgng dap iing tot nhu ciu 0,610 Co sd ngan hang tifn ich 0,644 Noi giiJ \e day dii va an toan j Nha vf sinh sach se 0,641 0.696 Phuong sai trich % Cronbach alpha 37.48 0,793 9,422 0,872 7J06 0,879 5,136 0,806 KINH TE' He so tai nhan to Cac bien Truyin thdng dgi chung Dien dan, mang xS hpi % Cronbach alpha 40,01 0,684 22,49 0,706 85,35 0,914 0,695 Trang web cua tmdng, khoa/vif n 0,789 Th3m vieng trudng 0,842 Truyen mieng Ban b^, ngudi than noi tit 0,701 Ding nghiep, cip tren ndi tit 0,844 Thay co, ngudi di trudc tu vin 0,806 Su tin tudng cua ngu&i hgc Tin khoa/vien thuc hien diing ldi hua 0,912 Tin khoa/vien mang l&i gia tri tot nhit 0,937 Cam tbSy yen tam hoc tai khoa/vien 0,923 Danh tieng td chuc Uy tin ldn vl chit luong dao tao 0,884 Tmng thyc va dang tin cay 0,782 Dupc nhieu ngudi biet 0,898 Co tieng tam hon cac to chiic khac 0,860 74,01 0,912 63,57 0,850 0,873 Co danh tilng tdt Ldng trung thdnh cua ngu&i IIQC Tiep tuc hoc chuong tiinh cao hoc tai khoa/vien X 0,688 Khuyen ngudi than/ban be den hpe cao hoc d khoa/vien X 0,880 Ndi tdt vl khoa/vien dao tao X vdi ngudi khac 0,880 Chpn tmdng/khoa/vien X de hoc len cao 0,808 Tham gia boat dpng cuu hoc vien cua khoa/vien X 0,710 4.2 Phdn tich tuffng quan Phan lich tuong quan nham danh gia gia tri phan bift giiia cac bien dde lap va bien phy tbudc Tat ea be sd tuong quan luyft ddi giiia cac biln dao dpng tir 0,171 din 0.727, nghTa la khdng vupt qua he so dieu kifn 0,85 (John va Benet-Martinez, 2000) chi rang gia tri phan bift da ton lai giiia bien Ndi each khac, eae thang nghien ciiu da ludng duge cac khai nifm nghien cuu khac Dong thdi hf sd tuang quan giiia eae biln phy Phuong sai trich tbudc (sy tin tudng, danh tieng tl chuc dao tao, long tiung cua ngudi bpe) va cac bien ddc lap (cae pbSn cua ehit lugng dich vu tmyen thdng dai chiing, tmyIn mifng, su tin tudng, danh tieng to chiic dao tao) diu cd y nghia thdng ke p , • ' •' - i _ ; ;i!?.|l'i''.''i ' ; • -i >i ( ô' ã ' > * - 'ã' ••• •:ffl Long trung ciia ngudi hpe 5,691 i.? •3.338^ , • -t.- ''-mit?-633 ""^'"1S'' • " • ^mt d Ghi chii: *Khdc biit d mitc y nghia thong ice ,4 %« p