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- - L M CL C 1.1 1.2 1.3 1.4 1.4.1 1.4.2 1.4.3 1.5 1.6 2.1 2.2 2.3 2.3.2 T 2.4 11 11 12 13 2.5 17 17 19 21 2.5.4 Lò 2.6 22 23 25 26 26 2.7 28 2.8 30 C .30 3.1 31 3.2 32 32 32 3.3 33 33 34 35 36 38 3.4 43 44 4.1 44 4.2 45 45 phá EFA 47 4.3 49 4.3.1 49 4.3.2 50 4.4 C 55 55 5.1 56 5.2 58 5.3 59 5.4 62 TÀI LI U THAM KH O PH L C 1: N I DUNG TH O LU N NHÓM PH L C 2: B N CÂU H NG 4: PH L C 5: PHÂN TÍCH H I QUY TUY N TÍNH DANH M C CÁC B NG C TÀI 3.1 34 3.2 35 3.3 36 37 .38 45 s .46 48 B ng 4.4 Phân tích nhân t c a khái ni m lòng trung thành u .49 50 .51 .51 Hình 2.1 B Grant (2009) 14 Hình 2.2 14 Hình 2.3 Kalthom Abdullah Mustapha Hadj Smail (2013) .15 Hình 2.4 16 Hình 2.5 17 Hình 2.6 27 Hình 3.1 31 th scatter .53 Hình 4.2 Bi Histogram 54 .55 BA BAs Brand BE BL - CIoD Confidence Interval of the Difference CNTT Dif Different DN NCL PQ TB Trung bình TH Th.S Tp HCM T TS VA VN Variances Assumed vào lý thuy t v lịng trung thành mơ hình n = 10 sinh viên , h (Tp HCM) thang n = 41 ti t K phép, mô hình lý thuy u ba (BA), s lịng trung thành chi CH Trong c 1: 1.1 g T c 1.2 21 Ronald Barnett, 1992 Improving Higher Education: Total Quality Care.The Society for Research Into Higher Education 22 Yoo, B and Donthu, N, 1997 Developing and Validating a Consumer based Overall Brand Equity Scale for Americans and Koreans An Extension Summer Educators Conference, Chicago 23 Yoo, B and Donthu, N, 2001 Developing and validating a miltidimensional consumer-based brand equity scale Journal of Business Research, Vol 52, pp 1-14 Website http://baoquangnam.com.vn/ban-doc/85/6729-xay-dung-thuong-hieudai- hoc-quang-nam-di-tim-mot-con-duong.html http://www.brandchannel.com/view_comments_brandspeak.asp?bc_id =184#5 http://bthinking.typepad.com/bthinking/2010/11/building-a-universitysbrand.html http://chrd.edu.vn/site/vn/?p=787 http://www.dhdlvanlang.edu.vn http://www.dinhgia.com.vn/?artid:2472:Nghien-cuu-mo-hinh-dinh-giathuong-hieu-(2).html http://www.dna.com.vn/vi/do-luong-thuong-hieu/s/gia-tri-vo-hinh-cuathuong-hieu/2 http://www.fpt.edu.vn/ http://www.greenbook.org/marketing-research.cfm/measure-brandvalue 10.http://www.hoasen.edu.vn 11.http:// www.huflit.edu.vn 12.http://www.neurosciencemarketing.com/blog/articles/collegebranding.htm 13.http://www.newcastle.edu.au 14 http://www.timeshighereducation.co.uk/hybrid.asp?typeCode=144 15 http://www.tinmoi.vn/Xay-dung-thuong-hieu-dai-hoc-0944226.html 16 http://vietbao.vn/Giao-duc/Se-co-nhung-thuong-hieu-dai-hoc- VN/40050357/202/ 17 http://vi.wikipedia.org/wiki PH L C 1: N I DUNG TH O LU N NH ÓM DÀN BÀI TH O LU N B N CÂU H NH TÍNH PH L C 1: N I DUNG TH O LU N NHÓM DÀN BÀI TH O LU N B N CÂU H Xin chào NH TÍNH ! Tôi tôi X Câu 1: Câu 2: 1) 2) 3) 4) 5) - 6) 7) 8) 9) - Tài TP.HCM 10) 11) 12) 1.(a) Nam (b) Vì câu HCM h chóng chóng dung , X có X X X X X X X viên X X (a) Xin vui lị b) , X X X X PH L C 2: B N CÂU H NG t b n câu h i kh ng l d ng b n câu h ih ) i3 PH L C 2: B N CÂU H NG T T (1) (2) (3) (4) Hồn tồn Trung hịa (5) STT 1 2 3 4 5 10 11 12 5 1 2 3 4 5 khác 1: Hoàn toàn ph 13 14 15 16 17 5 5 5 23 24 25 26 27 28 29 18 19 20 viên 21 22 p ALPHA Nh n bi u Case Processing Summary N % Cases Valid Excludeda 410 100.0 Total 410 100.0 Reliability Statistics Cronbach's N of Alpha Items 942 Item-Total Statistics Scale Cronbach's Variance if Corrected Alpha if Scale Mean if Item Item-Total Item Item Deleted Deleted Correlation Deleted BA1 BA3 BA2 BA4 BA5 BA6 S 19.0244 19.1098 19.0488 19.0537 19.1415 19.1951 17.686 17.550 17.396 17.136 17.002 18.109 u 833 841 741 914 877 753 Case Processing Summary N % Cases Valid Excludeda 410 100.0 Total 410 100.0 Reliability Statistics Cronbach's Alpha N of Items 882 930 929 942 920 924 939 Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted BAs1 BAs2 BAs3 BAs4 BAs5 BAs6 Ch 18.1878 18.1780 17.9195 18.1146 18.1195 18.2366 ng c m nh n 10.016 9.672 11.033 10.635 10.101 10.841 685 814 524 748 746 668 864 841 890 855 853 866 Reliability Statistics Cronbach's Alpha N of Items 947 10 Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 33.1561 33.1512 33.1683 33.2073 33.1951 33.0415 33.1585 33.0976 33.2463 33.1732 37.291 36.843 38.458 36.805 37.840 37.316 36.681 37.482 38.362 36.809 u 752 773 735 838 750 782 850 793 684 812 942 941 943 938 942 941 938 941 945 940 Cases Case Processing Summary N Valid 410 Excluded a Total 410 Reliability Statistics Cronbach's Alpha N of Items 959 % 100.0 100.0 Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Alpha if if Item Item Item-Total Item Deleted Deleted Correlation Deleted BL1 BL2 BL3 BL4 BL5 BL6 BL7 21.0488 21.0293 21.0927 21.0756 21.0439 21.0171 21.0439 22.809 22.708 22.524 23.209 22.937 23.899 22.820 841 870 901 840 867 820 851 953 951 948 953 951 955 952 4: KMO and Bartlett's Test KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .885 8.373E3 231 000 Compo n-ent Initial Eigenvalues Total 10 11 12 13 14 15 16 17 18 19 20 21 22 8.800 4.350 2.344 940 767 673 562 471 433 395 362 339 292 222 192 178 150 141 131 111 087 059 % of Variance Cumulative % 39.999 19.774 10.652 4.273 3.489 3.060 2.555 2.141 1.970 1.796 1.646 1.543 1.328 1.009 871 811 682 639 596 504 393 270 39.999 59.773 70.425 74.698 78.187 81.246 83.801 85.943 87.913 89.709 91.355 92.898 94.226 95.234 96.105 96.916 97.598 98.237 98.833 99.337 99.730 100.000 Extraction Sums of Squared Loadings Total 8.481 4.034 2.030 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig Communalities % of Variance Cumulative % 38.549 18.335 9.225 38.549 56.884 66.110 913 3.177E3 21 000 Rotation Sums of Squared Loadings Total 7.230 6.010 5.083 Extracti Initial on BL1 746 741 BL2 799 796 BL3 844 855 BL4 726 739 BL5 836 789 BL6 682 705 BL7 826 762 Extraction Method: Principal Axis Factoring Total Variance Explained Extraction Sums of Squared Initial Eigenvalues Loadings % of Cumulative % of Cumulative Factor Total Variance % Total Variance % 5.615 407 314 259 193 115 096 80.217 5.817 4.481 3.705 2.764 1.640 1.377 80.217 86.034 90.515 94.219 96.983 98.623 100.000 5.387 76.958 PH L C 5: PHÂN TÍCH H I QUY TUY N TÍNH Model Summaryb Model R R Square 680 a 462 Adjusted R Square 458 a Predictors: (Constant), BAs, PQ, BA b Dependent Variable: BL Std Error of the Estimate 62642 DurbinWatson 1.956 76.958 ANOVAb Sum of Squares Model df Mean Square Regression 137.046 Residual 159.314 406 Total 296.360 F Sig 45.682 116.417 000a 409 392 a Predictors: (Constant), BAs, PQ, BA b Dependent Variable: BL Coefficientsa Unstandardized Coefficients Collinearity Statistics Beta Lower Bound Upper Bound Tolerance VIF Model B Cst -.365 222 PQ 260 049 207 BA 433 BAs 329 a Dependent Variable: BL Std Error Standardized Coefficients 95% Confidence Interval for B t Sig -1.647 100 -.801 071 5.351 000 165 356 884 1.131 043 423 10.081 000 349 518 751 1.332 055 247 000 220 438 762 1.312 5.933 ... ng ) (Keller, 1998) 2.6 lòng hà lòng trung thành trung liê lịng trung thành 24 cho mơ hình lịng trung thành N Nguy n Thành Công, Ph m Ng c Thúy, - 2007, nghiên Và n Thành Công, Ph m Ng c Luarn... 2.8 lịng trung thành , mơ hình lị C 3 31 C 3 3.1 Quy trình nghiên Hình 3.1 32 3.2 3.2 ng 3.2 th M : Hai nhân viên trung tâm thơng tin sinh lịng trung thành Và hai 33 3.3.1 BA) (2002) 1) Các 34... TB Trung bình TH Th.S Tp HCM T TS VA VN Variances Assumed vào lý thuy t v lịng trung thành mơ hình n = 10 sinh viên , h (Tp HCM) thang n = 41 ti t K phép, mơ hình lý thuy u ba (BA), s lòng trung