Rationale
Hanoi School of Business and Management (HSB), a member of Vietnam National University Hanoi (VNU) was founded on 13th, July 1995 by prominent late Prof Dr Nguyen Van Dao, the first director of VNU Since then, HSB has become a pioneering & reputable education center in Vietnam for MBA and executive training HSB is the first and unique business school in Vietnam that has enjoyed a highly autonomous status in academics and a full autonomy in finance Since its establishment in 1995, HSB has never used state budget but with the financial support and donations from alumni's enterprises and organizations, and tuition fees, HSB has developed its strong academic foundation and built up its modern facilities complying with the international standards
Center for Management Training and Consultancy (HCC) – A center of Hanoi School of Business and Management (HSB) – was established by the project "Capacity Development for Vietnamese Business Leadership” sponsored by the Viet Nam Peace and Development Foundation and the World's Leading Business School - Tuck School of Business The mission of HCC is to provide short - courses trainings speacially tailored for companies and copporates with up to date international management trends applied in Vietnamese culture to equip customers and learners with optimal management solutions and practical tools to create competitive advantage After 20 years of development, HCC has so far attracted: more than one hundred leading lecturers and guess speakers who are business leaders, experts and dominent lecturers; over one hundred and twenty training programs to improve management skills, professional skills and soft skills training and over one hundred thousand trainees participated in those training programs
Due to its reputation and credibility as a state training organization which has been very successful since their establishment, HCC has gained credit from major state owned corporations and companies such as: Vietnam Posts and Telecommunications Group (VNPT); Mobile Information Company VMS Mobifone; Vietnam Cement Industry Corporation (VICEM); Bank for Investment and Development of Vietnam (BIDV); Song Da Corporation;
Vietnam National Coal-Mineral Industries Group (VINACOMIN); Hanoi Beer, Liquor and Beverage Corporation (HABECO); Vietnam Airlines;
Electricity of Vietnam Corporation (EVN); Vietnam Oil and Gas Group (PV); Bank for Agriculture and Rural Development of Vietnam (AGRIBANK); Vinataba Cigarette Corporation However, when the state owned corporations and companies proceeds with capitalization, the budget for training in those organization has been reduced dramatically Instead, there is an increasing demand for private companies and organization And the trengths of HCC in the past such as reputation and credibility as a state training organization are no longer be highly valued by those new customers
Instead, those organisations concern more about service quality and learners’s satisafaction of the center To enter this new highly potential market, there is a need for HCC to change to meet the new requirement of new customer segment Therefore, the author would like to select the content of “Service quality and customer satisfaction of training programs at the Center for Management Training & Consultancy, Hanoi School of Business and Management, Vietnam National University Hanoi”
With research content as above, the author poses research questions for his topic as follows:
- What are the factors influencing customer satisfaction and service quality of corporate training programs in HCC?
- What is the current status of customer satisfaction and service quality of corporate training programs in HCC?
- What are the suitable solutions to improve customer satisfaction on training service quality of corporate training programs in HCC?
- What are the suitable solutions to improve customer satisfaction on training service quality of HCC?
Literature review
Ali Kara (2004) conducted a research which focuses on the relationship between business students’ satisfaction and students’ intentions when studying at a college or university Using empirical data and a conceptual model, the results of this study indicate that students’ college experience is positively related to their satisfaction andintentions to stay at college or university This study provides a very interesting figure that is more than 40% of college did not get bachelor degree, among whom 75% dropped out in the first two years of college By an empirical study of 160 business students at a university in the south of central Pennsylvania, the author points out that the students’ performance relates to their satisfaction and the intention to continue studying at that university One of the implications of this study is that those educational institutions that understand consumer-oriented principles may have a betterchance of satisfying the wants and needs of their students more effectively The author also made a recommendation for the Board of Director to apply the principles of considering student as a customer to increase profitability as well as to improve the quality of schooling.
Ashi Zeshan1, Tahira Afridi 2 & Safraz M Khan (2014) designed a research to assess service quality and students satisfaction in business schools according to SERVQUAL model in the perception of students
Survey research was used to achieve the objectives of the research study
Eight business schools were taken as sample from public and private sectors randomly A structured questionnaire was adopted with five dimensions of service quality (Tangibility, reliability, responsiveness, assurance, and empathy) recommended in SERVQUAL model containing 20 statements
The responses of 300 business graduates were taken on five-point Likert rating scale The collected data was analyzed by frequencies, mean, t-test, one-way ANOVA and independent sample t-test The conclusion of the study states that there is room to improve the quality of services and customer satisfaction to survive in competitive environment Therefore, institutions may improve their services in the light of discussed dimensions of SERVQUAL according to the perceptions of major stakeholder- that is student The research did not provide any suggestion or recomendation to improve quality of services and customer satisfaction in business schools
The Authors Khuc Van Quy anh Tran Van Bao (2016) have done a meticulous study aimed at evaluating the student’s satisfaction level (SSL) in education quality at Vietnam National University of Forestry (VNUF), a leading university for generating high-quality human resources in the field of forestry of the country The study team used questionnaires to gather data from 345 students, at the main campus in Hanoi capital and at the second campus in Dong Nai province, in August and September 2015 The Explorary Factor Analysis (EFA) method and Linear Regression (LR) model were employed to determine the factors influencing SSL The results have shown that the student’s satisfaction in education quality at VNUF is fairly high, getting GPA of 3.47/5; lecturers, study environment and student’s services are of three most important factors affecting the student’s satisfaction
The Authors Le Duc Tam and Tran Danh Giang (2013) designed a research to determine relationship between the components of the training service quality and satisfaction of students in Central University of Construction through the steps of descriptive statistics, reliability evaluation by Cronbach’s alpha coeffi cient and explore factor analysis method - EFA and multiple regression method The study applies both qualitative and quantitative approaches Based on a survey sample of 250 students are studying in the university, the result shows that there are five components of the training service quality have a positive impact on the satisfaction of the student: the lecturers group, training program, the facilities for training, the university’s interest to students, the administrative support The limitation of the study is that it has not compared the quality of Central University of Construction to other universities
Authors Do Minh Cuong and Mac Van Tien have studied the development of technical labor in Vietnam - Theory and practice In this study, the authors mentioned the need to train Vietnamese technical workers to meet the requirements of industrialization and modernization of the country Contents of the study mentions to renovating teaching programs, increasing investment in equipment and technologies suitable to equipment and technologies of production, raising the quality and standardization of the contingent of teachers; renovating the method of inspection and evaluation, quality assurance of vocational schools
Bui Thi Thanh Huong, Nguyen Thi Thu Ha, and Nguyen Van Huy
(2016) conducted a research is to find the solutions of quality improvement for selected leading universities in the North of Vietnam The authors collected data from parents, staffs, government officer, industrial experts, etc
This study used Likert scale of five From the results of hypotheses, the author found the relationships among variables Based on that point of view, the author proposed general recommendations to Teacher to consider the students as the center of education From that point of view, they have to improve their knowledge and skill to train their students in the best way
Changing new teaching methods and updating modern technology are necessary in teaching activities They ought to take the chances of studying abroad and business trips In addition, they should encourage students to enter competitions or internships They have to be a good example for the students to follow In Vietnam, the distance between the teacher and the student is still quite far because of their culture, so teachers ought to make that distance closer to understand students’ real needs.
Aims of research
Aims of research is giving the recommendations to HCC enhance customer satisfaction with training services through increasing its quality
In order to suit with these aims, my thesis give the below missions of research:
- Literature review the previous research on customer satisfaction with training service quality in training programs
- Systematize the basic theories of service, service quality, training service, customer satisfaction, relationship between service quality and customer satisfaction
- Study the service quality measurement models, thereby selecting a suitable model for measuring training service quality and customer satisfaction evaluation
- Survey and analyze the status of training service quality and customer satisfaction of HCC by the selected model Limited success evaluation and cause
- Give some recommendations to improve the quality of training services for HCC and enhance customer satisfaction with the service.
Objects of research
Objects of research are training service quality and customer satisfaction with this service in HCC.
Scope of research
- Scope of contents: customer satisfaction and service quality of training programs
- Scope of space: Center for Management Training & Consultancy, Hanoi School of Business and Management, Vietnam National University Hanoi
- Scope of time: Secondary data used in the last four years from 2013-2014, Questionnaires were surveyed in 2017
- Scope of sample: Individual customers using training services of HCC, with 445 questionnaires.
Research methodology
* Secondary Data Collection: The thesis will use some documents as well as information about customer satisfaction and service quality from books, dissertations, magazines, the internet
* Primary data collection: Primary data collection methods are surveys, expert interviews, observations In addition, synthetic analytical methods will be applied
The questionnaire survey is the most important method in the study, which is described in detail as follows:
Sample size: 445 by random sampling
Sampling objects: HCC’s individual customers who attend training programe provided by the center
- Design of questionnaires: Questionnaires are designed to be in line with the objectives of the thesis and theoretical framework in a clear and concise manner To ensure accuracy, the questionnaire will be designed according to the following process:
Based on research objectives and frameworks to identify the information needed: factors, variables and metrics;
Determine the type of question;
Determine the content of each question and logic of the questions based on the evaluation forms currently used at HCC, consultancy of the director of the center and expert interviews from the director of the center and cusomers who working in training department of customers’ companies
Submit a questionnaire to the instructor;
Instructors guide, review, and agree to conduct the investigation;
Ruler: use Likert's measure of 5 levels from the least to the most
- Basic contents of the questionnaire:
Introduction: the author's name, the topic name, the main contents to be surveyed
Assessment of training service quality of HCC according to the developed research model
The dissertation uses two methods of data analysis: qualitative and qualitative
- Statistical aggregation: Collected data and information collected, selected and statistical information needed
- Comparison: After collecting and analyzing the necessary data, comparison will be made over time
- Processing survey data using SPSS software 23.0
Assess the scale reliability by using the Cronbach Alpha coefficient
Variables with an item-total correction factor less than 0.3 will be excluded and the criterion of scale selection is that it has Cronbach Alpha reliability of 0.6 or higher (Nunnally & Bernstein, 1994) In this study, Cronbach Alpha must be from 0.6 to be retained
EFA analysis is a technique used to shrink and summarize data This method is useful for identifying variable sets that are needed for research and are used to find relationships between variables In the exploratory factor analysis, KMO (Kaiser-Meyer - Olkin) value is the index used to determine the appropriateness of factor analysis The KMO value must be between 0.5 and 1, and this analysis is appropriate, and if the value is less than 0.5, factor analysis may not be appropriate for the data
Carry out the customer's assessment of HCC's retail credit quality standards by One-sample T Test
- H1: Average value is different from the test value If:
+ Significance level of observation (sig.) > 0.05 is not sufficiently rejected Hypothesis H0 should accept Hypothesis H0, which means that the mean value is different from the test value
+ Significance of observation (sig.) 1, the KMO analysis result was 0.793 (satisfactory > 0.6) Barlett's test result is 13458.61 with a significance level of sig = 0.000
