The influence of service value and service quality in higher education on student satisfaction in industrial university ho chi minh city

  UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Le Duc Tho The Influence of Service Value and Service Quality in Higher Education on Student Satisfaction in Industrial University Ho Chi Minh City MASTER OF BUSINESS Ho Chi Minh city – Year 2014   UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Le Duc Tho The Influence of Service Value and Service Quality in Higher Education on Student Satisfaction in Industrial University Ho Chi Minh City ID: 22021172 MASTER OF BUSINESS SUPERVISOR: ASSOCIATE PROFESSOR NGUYEN HAU LE Ho Chi Minh city – Year 2014 Table of contents List of acronyms I List of figure II List of table III Chapter Introduction 1.1 Higher education in Vietnam 1.2 Research objectives 1.3 Scope of the research 1.4 Significance of the research 1.5 Organization of the thesis Chapter Literature review 2.1 Literature review 2.1.1 The concept of student satisfaction 2.1.2 Factors influencing student satisfaction toward the perceived education service value and education service quality 2.1.2.1 Service Value 2.1.2.2 Service quality 2.2 Research model & hypotheses 11 Chapter Research method 3.1 Research procedure 12 3.2 Measurement of variables 14 3.2.1 Education service value scale 15 3.2.2 Education service quality scale 15 3.2.3 Student satisfaction scale 15 3.4 Sampling Method 17 3.5 Data Analysis 18 Chapter Research results 4.1 Data statistical analysis 19 4.2 Scale Analysis 20 4.2.1 Exploratory Factor Analysis (EFA) of education service value 21 4.2.2 Exploratory Factor Analysis (EFA) of education service quality 22 4.2.3 Exploratory Factor Analysis (EFA) of student satisfaction 25 4.5 Confirmatory Factor Analysis (CFA) result 25 4.6 Research hypotheses test 26 4.6.1 Theoretical model test by using SEM approach 26 4.7 Regression Analysis 29 4.8 Results of Multi-group analysis 31 4.8.1 Testing the moderating effects of gender variable (Male and female) 32 4.8.2 Testing the moderating effects of major favourite level (Like and Dislike) 35 Chapter Discussion, Implication and Limitations 5.1 The main results 40 5.1.1 Result contributions to theory 40 5.1.2 Result contributions to management practices 41 5.2 Limitations of the study and directions for further research ………… ……45 LIST OF ACRONYMS - UIH: University of Industry Ho Chi Minh city - HCM: Ho Chi Minh - EFA: Exploratory Factor Analysis - CFA: Confirmatory Factor Analysis I LIST OF FIGURE Figure 2.1 - The research model of factors influence on satisfaction Figure 3.1 – Research procedure Figure 4.1 - CFA for suggestion model Figure 4.2 - CFA for adjusted model Figure 4.3 - AMOS results in both variance and partial invariance models of genders Figure 4.4 - AMOS results in both variance and partial invariance models of major favourite level II LIST OF TABLE Table 2.1 - Comparing topics in student satisfaction surveys Table 3.1 – Measurement scales Table 4.1 - A descriptive statistics of the sample Table 4.2 - Illustrated the EFA result for Education Service Value Table 4.3 - Illustrated the EFA result for Education Service Quality Table 4.4 - Illustrated the EFA result for Student Satisfaction Table 4.5 - The relations among concepts in suggestion model and adjusted model Table 4.6 - Regression analysis result of service value Table 4.7 - Regression analysis result of service quality III ABSTRACT This study empirically examines the effects of Perceived Education Service Value and Education Service Quality on University Student Satisfaction This article examines the concept of service value in business edu- cation with data collected from 495 students The research also explores the moderating role of University Type variable on these relationships The results indicate that both University Service Quality and Education Service Value play significant role in predicting Student Satisfaction Through previous researches, perceived value of services is recognized as a major form of assessment of customer service, this study helps to understand the exact structure of the value and quality of undergraduate training in economics and business The study identified factors affecting the perception of value and service quality, and satisfaction Since then, researchers have a suggestion for shaping the strategy to add value to students and make them more satisfaction in the learning process The results of model studies have important implications for the management of education in Vietnam in the formulation of policies to enhance service value and quality of service These policies include not only the dissemination of information to form emotional values, values satisfy the desire degrees, functional value (price / quality) but also covers aspects of management to improve service quality, enhance the school's image and elevate the value of prior knowledge of the students feel about the university The research findings also engage with some limitations in the strength of measurement scale, the sampling method as well as the fitness between the research model and data It results in the valuable directions for further researches in future Key words Student satisfaction, Service, Value, Quality | Page Chapter INTRODUCTION 1.1 Higher education in Vietnam There is the fact that Viet Nam has 412 universities and colleges so the higher education in Vietnam has been existing as a strong competitive market (www.giaoduc.net.vn) The standard of universities still is not homogeneous and the general fee of high education in Vietnam is not cheap compared to the income of many people, so the choice of learners is difficult and considerable when they decide to engage in the university which supply good condition for them to study Moreover, the competition between public universities and private universities in attracting students requires universities should meet the needs of the learners better Thus, satisfaction of students will contribute to build the image of the business school in the community, enhance the ability to attract good students into their university and thereby contribute to the results of school education In addition, numerous researchers have focused their attention on measuring levels of customer satisfaction (Churchill and Surprenant, 1982; Myers, 1991), and on identifying the dimensions used by customers in their evaluation of service quality (Carman, 1990; Gronroos, 1990) and service quality (Harvey, 1995; Hill, 1995) So, factors affecting student satisfaction, there are two major elements: "Education service quality" and "education service value" that the universities offer students Many people agree that universities, with the guideline take learner to be core value, should consider students as service customers who need to be concerned and cared (Hoanh, 2003) For the students, many students have considered education services as a commodity, in the sense that they should be concerned and served For those students (customers), they have the right to | Page choose for themselves a university supplying good service quality and providing value of services to their own perception Currently, many educational managers regard university education as a kind of service and they also understand the importance of education services to attract good students to their university (Mazzarol, Geoffrey Normal Soutar, 2001) There have been many opinions, seminars and workshops to discuss the quality of education on the part of work management and teaching However, a official study to find out "education service quality" and especially for "education service value" from the perspective of students, the customers of educational services, has not been paid attention yet Therefore, the university should identify a reliable measurement of the value of education services and education service quality to see the direction to improve and perfect services, meet the increasing education needs of learners However, there has not a official study to measure effects of education service value and education service quality to the levels of student satisfaction in Vietnam 1.2 Research objectives Student satisfaction will contribute to enhance the university's reputation and the ability to attract good students Moreover, it improve the general student standard of input in order to improve to the quality of the students’ output Thus, which important factors will impact on student satisfaction, and how they affects on student satisfaction is what this study discover Basing on these issues above, the purpose of this research aims to develop and demonstrate the effects of two factors (1) the value of education services perceived by students’ experiences, and (2) the quality of education services create the level of student satisfaction with education services at the same time In detail, the objectives of this research are to determine: To identify the relevant components of service quality and service value in the case of university education service in University of Industry in Vietnam To investigate the impact of service quality on customer satisfaction (direct and indirect via service value) | Page .. .UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business - Le Duc Tho The Influence of Service Value and Service Quality in Higher Education on Student Satisfaction. .. foundation for exploring the perceived value in the context of education services at the Industrial University Ho Chi Minh City Insight on how customers evaluate their value during actual use of the. .. components of service quality and service value in the case of university education service in University of Industry in Vietnam To investigate the impact of service quality on customer satisfaction