(Tiểu luận) comparison analysis between lecturer satisfaction andstudent satisfaction the case of ftu

Linear coefficients of independent variables in regression analysis 12 Trang 4 This study aims to assess how customer satisfaction, service quality, and employeesatisfaction interact in

FOREIGN TRADE UNIVERSITY

FACULTY OF BANKING AND FINANCE

_*** _

HUMAN RESOURCE MANAGEMENT Comparison Analysis between Lecturer Satisfaction and

Student Satisfaction: The Case of FTU

Group members: Le Duy Minh – 2013380015

Vu Hoang Long - 2013380013

Hoang Trong Quan - 2012380031

Trieu Minh Đang - 2013380006

Vu Duc Thien – 2012380037

Course code: QTRE403 & QTR403E

Instructor: PhD Duong Thi Hoai Nhung

Ha Noi – December 2022

LIST OF TABLESTable 1 Dimensions of job satisfaction and service quality based on Spector (1997) [22]

Table 2 Cronbach's Alpha coefficient of dimensions in the research framework 11

Table 3 Linear coefficients of independent variables in regression analysis 12

Table 4 Linear coefficients of independent variables in regression analysis 12

This study aims to assess how customer satisfaction, service quality, and employeesatisfaction interact inside an educational organization This study specifically examines threekey relationships: (1) faculty satisfaction and service quality, (2) faculty satisfaction andcustomer satisfaction, and (3) service quality and customer contentment The study makes use

of the 167 responses to the survey that provided the data In turn, service quality has afavorable impact on student satisfaction As a result, there is a positive association betweenemployee satisfaction and service quality In the linear regression analysis, three out of sixfactors that are related to job happiness—including salary and fringe benefits, recognition,and communion—have significant relationships with lecturer job satisfaction The study alsomakes some suggestions for how the school might develop its policies and workingconditions to improve service quality, student satisfaction levels, and lecturer job satisfaction

1 INTRODUCTION

One of every company's top priorities is raising customer happiness The benefits to the

firm will increase as more customers express satisfaction with the service or product According to Harter, Schmidt, and Hayes (2002), 7,855 articles examining the subject ofjob satisfaction were published between 1976 and 2000 Research on the connection betweenservice quality and employee satisfaction, or the connection between service quality andcustomer satisfaction across various industries, including the pharmaceutical and financialsectors service industry, etc (Hafeez, 2012) Additionally, numerous models of consumersatisfaction are being established through theoretical studies These studies discuss factorslike price, customer expectations, brand image, customer features, etc that affect consumersatisfaction In these theoretical investigations, one of the most frequently emphasizedaspects is that staff satisfaction affects consumer satisfaction

However, there aren't many studies that examine the connections between customerhappiness, service quality, and employee satisfaction, particularly in higher education Such astudy calls for many surveys to be conducted on the subjects of customers and employees Afurther challenge in doing research is matching the data of such two subjects Through anempirical study at the Foreign Trade University, Hanoi, this research seeks to assess howcustomer satisfaction, service quality, and employee satisfaction interact inside aneducational organization

2 LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT

2.1 Employee satisfaction

The term "job satisfaction" or "employee contentment" can mean many different things.The word used to describe employee happiness is whether employees are comfortable,fulfilled, and meeting their needs and wants at work Numerous surveys claim that employeesatisfaction plays a role in motivating employees, helping them achieve their goals, andfostering a positive work environment

definitions This could refer to their attitudes regarding their employment in general ortoward particular components of it, such as their coworkers, pay, or working circumstances.The general psychological condition and attitude of employees toward their employment isreferred to in this study as "job satisfaction" or "employee contentment."

2.2 Service quality

Due to the challenges in defining and evaluating the concept of service quality, and the lack

of a general consensus on either, this idea has generated a lot of interest and controversy inthe academic literature The term "service quality" has a variety of "definitions" that might beused One often used definition states that the degree to which a service satisfies a customer'sdemands or expectations Thus, the gap between what customers expect from a service andwhat they actually receive can be characterized as service quality Customers becomedissatisfied if perceived quality is subpar and expectations are higher than actualperformance

Quality in a service organization is a measure of the range to which the service deliveredmeets the customer’s expectations Grönroos (1984) held that service quality is made up ofthree dimensions "the technical quality of the outcome", "the functional quality of theencounter" and “the company corporate image”.Parasuraman et al (1985) defined perceivedservice quality as a form of attitude, related to but not equivalent to satisfaction, resultingfrom a comparison of expectations with perceptions of performance

The relative degree of expectations and perceived achievement are two factors thatinfluence satisfaction The students may be excited even before they start college, so it isimportant for the researchers to find out what the students are looking forward to before theystart college

The primary target audience for educational institutions should be students, who shouldalso be the center of attention As a result, service firms' top priority is almost alwayscustomer happiness Consumers who attend universities always have expectations, and whenthose expectations are met, those customers become more satisfied and devoted to theinstitution

2.4 The interrelationship of faculty satisfaction, service quality and student satisfaction

Since the client's experience during a specific service encounter has been thought to be thebasis for measuring customer satisfaction, it is consistent with the idea that customerhappiness is influenced by factors such as service quality, which is determined by the results

Customer and staff happiness are positively correlated, according to studies The profit chain suggests that giving employees a superior internal working environment wouldresult in content employees who are loyal to the company and capable of giving consumers afirst-rate service experience, which will lead to satisfied customers.

The orientation and happiness of the internal consumer are always prerequisites to those ofthe external customer Kuei discovered that there is additional data to justify a connectionbetween higher employee satisfaction, better product quality, and higher customersatisfaction This is because customer retention, staff happiness, and internal service qualityare all positively correlated According to Massad, Heckman, and Crowston (2006),employees' customer service can improve relationships with clients and, in some situations,boost client loyalty

It takes satisfied faculty members to help students see the value of their education and makethem happy with their overall experience A study that looked at what aspects of theeducational system affect students' satisfaction the most found that lecturers and professorshave a big impact If teachers are happy in their jobs, they will be efficient and competent indelivering the required learning results Students are more likely to become immersed in theirstudies and do greater work when they are happy with their professor and institution According to Deming (1986) [20], most people form their opinions based on the people thatthey see, and they are either dissatisfied or delighted, or some other point on the continuum inbetween

In order to provide students with high-quality services, universities must oversee everyaspect of the student's connection with all of their service offerings, especially thoseinvolving their personnel Services are provided to individuals, and the crucial times Peopleare given services, and the important times can make or break the reputation of auniversity.ching or administration, or non-contact personnel in management or administrativejobs, all workers of a university should uphold the principles of outstanding customer service

in order to achieve complete student satisfaction

Customers who are satisfied with a product or service are loyal, and satisfied students aremore likely to choose to enroll in another course or attend another lecture by the samelecturer The lecturer's performance in the classroom, how they gave feedback to studentsthroughout class and on their tasks, and how they interacted with them were all key themes

2.5 Research framework and hypothesis

Based on the literature review, this study looks at job satisfaction based on the following

six criteria: pay and benefits, supervision, operational processes, coworkers, communication,and promotions and other possible incentives These measurements were acquired fromSpector (1997) [22], but some changes were made to make them more suitable for the FTUenvironment

Table 1 Dimensions of job satisfaction and service quality based on Spector (1997)

[22] and Parasuraman (1985)

Salaries and Fringe benefits Salary, raise, and monetary and

non-monetary fringe perks satisfactionPromotion and Contingent rewards

(recognition)

Satisfaction with possibilities for advancement, gratitude, recognition, and prizes for excellent performanceSupervision Gratitude for the individual's direct

supervisionOperating procedures Gratitude for the functioning principles and

practicesCo-workers Coworker satisfaction

Communication Satisfaction with internal communications

Reliability Ability to deliver the promised service

precisely and dependablyAssurance Knowledge, politeness, and the capacity to

inspire confidence in the client toward the service provider

Tangibles Physical infrastructure, machinery, people,

and communication materials' appearanceEmpathy Providing consumers with compassionate,

personalized attentionResponsiveness commitment to assist clients and quick

response time

2.6 Salary and fringe benefits

Even though the majority of people place a high value on money, research has shown thatjust because someone earns more money doesn't imply they are definitely content with theircareer [23] A high salary is crucial, but it's even more crucial that incomes are allocatedproperly because this is connected to work satisfaction and employee motivation Spector(1997) [22] divides fringe benefits into monetary and non-monetary advantages Increasedattention-grabbing intrinsic and extrinsic fringe benefits may enhance employee performanceand boost loyalty to the company [24] In Vietnam, wages and benefits are combined since itappears that employees are more concerned with the overall package than simply the money.This is especially true for people who work at public educational institutions

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2.7 Recognition

People's conduct and responses to work are influenced by their beliefs of fairness [23].According to Martins and Coetzee (2007) [25], an employee's motivation and the culture ofthe organization depend on how effectively their desires and objectives mesh with those ofthe company Promotions provide chances for growth personally, new responsibilities, andmore social status [26] People are more likely to be happy when they feel their promotionalpossibilities are fair [22, 26] If workers feel their job isn't valued or if they don't believe theirincentives are appropriate, fair, or connected to their performance, they may be dissatisfied[26] According to the reinforcement theory of motivation, rewarding behavior-relatedactivities encourages people to carry them out more frequently [23] Conditional incentivesare in favor of this notion These two concepts are combined into one concept in this studycalled "recognition."

2.8 Relationship with supervisors

The activities of a direct supervisor have an impact on job satisfaction as well [22] When adirect supervisor is considerate, polite, recognizes good work, pays attention to employees'suggestions, and takes an interest in them, employee satisfaction increases [26] The thirdtheory is presented

2.9 Relationship with colleagues

Having supportive and amiable peers increases job satisfaction [26] How content someone

is at work may depend on the people they work with, the groups they belong to, and theculture they are exposed to

2.10 Operating procedures

All regulations, rules, processes, and requirements in the workplace with which employeesmust comply are included in operational procedures The more clear and uncomplicated thework, the happier the workers [22]

2.11 Communication

People may be motivated to work hard and communicate with one another by setting cleargoals, receiving feedback on how effectively those goals are being accomplished, andrewarding desired behavior Employees will be more content with their work when there are

After researching the relationships between impact variables and faculty satisfaction to findout what the link is between total faculty satisfaction and service quality, the followinghypothesis is made:

2.12 Reliability (Reliability depends on handling customers' services problems)

Handling customer service problems, doing services right the first time, doing services ontime, and keeping a record that is free of mistakes are all ways to be reliable Furthermore,they claimed that the most crucial component of traditional service is reliability Accurateorder fulfillment, an accurate record; correct estimate; accurate invoicing; accuratecommission calculation; and keeping services promises are all examples of reliability Healso stated that the most crucial component in banking services is dependability [27]

2.13 Assurance

According to Parasuraman et al (1985) [8,] assurance is defined as workers' expertise andcivility, as well as their capacity to inspire trust and confidence According to Saad Andaleeband Conway (2006) [28], assurance may be less relevant in businesses where the risk is largerand the consequence of utilizing the service is unpredictable Assurance denotes thecourteous

2.14 Tangibles

Tangibility was described by Parasuraman et al (1985) [9] as the look of physical facilities,equipment, staff, and textual documents Tangibility was defined as modern-lookingequipment, a physical facility, well-dressed workers, and aesthetically appealing contents

2.15 Responsiveness

"Responsiveness" is defined as "a readiness to assist clients and deliver quick service" [29].This dimension is focused on responding to client requests, queries, and complaints in atimely and responsive manner It also entails understanding customers' requirements anddesires, flexible working hours, personalized attention given by personnel, responsiveness todifficulties, and customers' safety in their transaction [30]

Based on Spector's (1997) study of the determinants of job satisfaction and SERVQUALaspects of service quality, two questionnaires were created, each with minor adjustments tomake them appropriate for the Vietnamese education sector The two questionnaire surveysare divided into three sections: Part 1 with demographic data, Part 2 with job happiness forlecturers, Part 3 with faculty involvement and survey expectations, and Part 1 withdemographic data, Part 2 with student satisfaction, Part 3 with student experiences and surveyexpectations Items in the questionnaire created for this study were measured using a five-point Likert-type scale.

The lecturer survey questionnaire consists of 37 items, 7 of which are related to salary andfringe benefits, 8 of which are about recognition, 4 of which are about relationships withcoworkers and supervisors, 4 of which are about operating procedures, and 5 of which areabout communication There are also 5 items that ask about overall job satisfaction forlecturers

At Foreign Trade University of Hanoi, the SERVQUAL questionnaire is used to measurestudents' expectations and perceptions of service quality It has five items that measureoverall satisfaction with service quality and 26 items that represent the 4 service qualitydimensions of dependability (4 items), assurance (6 items), tangibles (7 items), empathy (5items), and responsiveness (4 items)

The case study's quantitative data collection process was anticipated to involve a sample of

130 students, as well as 70 faculty members and staff In the end, 98 responses from students(including 81 online responses and 17 printed responses) and 52 responses from faculty(including 38 online responses and 14 printed responses) were received, corresponding toresponse rates of approximately 75% and 60%, respectively, for each subject

4 RESULTS AND DISCUSSION

It is important to evaluate the validity and reliability of the scale before conducting anyhypothesis testing As a result, we use the Exploratory Factor Analysis method todemonstrate the precision and dependability of the service quality and job satisfactionmeasures (EFA for short) For additional analysis, items with factor loadings greater than 0.5will be preserved It is found that variables for each factor of job satisfaction and servicequality have correlation in the entire scale (0.5 <= KMO <= 1) after processing the KMO andBartlett's Test for each factor The Cronbach's Alpha coefficient is used to assess the scale'sdependability It takes out the inappropriate variables from the study model