Service quality and customer satisfaction of training programs at the center for management training consulting, hanoi school of business and management

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN NGÂN HÀ SERVICE QUALITY AND CUSTOMER SATISFATION OF TRAINING PROGRAMS AT THE CENTER FOR MANAGEMENT TRAINING & CONSULTING, HANOI SCHOOL OF BUSINESS AND MANAGEMENT, VIETNAM NATIONAL UNIVERSITY CHẤT LƢỢNG DỊCH VỤ VÀ MỨC ĐỘ HÀI LÒNG CỦA KHÁCH HÀNG VỚI CÁC KHÓA ĐÀO TẠO TẠI TRUNG TÂM ĐÀO TẠO VÀ TƢ VẤN QUẢN TRỊ, KHOA QUẢN TRỊ & KINH DOANH, ĐẠI HỌC QUỐC GIA HÀ NỘI LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - NGUYỄN NGÂN HÀ SERVICE QUALITY AND CUSTOMER SATISFATION OF TRAINING PROGRAMS AT THE CENTER FOR MANAGEMENT TRAINING & CONSULTING, HANOI SCHOOL OF BUSINESS AND MANAGEMENT, VIETNAM NATIONAL UNIVERSITY CHẤT LƢỢNG DỊCH VỤ VÀ MỨC ĐỘ HÀI LỊNG CỦA KHÁCH HÀNG VỚI CÁC KHĨA ĐÀO TẠO TẠI TRUNG TÂM ĐÀO TẠO VÀ TƢ VẤN QUẢN TRỊ, KHOA QUẢN TRỊ & KINH DOANH, ĐẠI HỌC QUỐC GIA HÀ NỘI Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƢỜI HƢỚNG DẪN KHOA HỌC: TS TRẦN HUY PHƢƠNG Hà Nội - 2018 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration Hanoi, date of …… / …… /…… Nguyen Ngan Ha ACKNOWLEDGEMENT I have gained huge knowledge, skill and insights from my MBA course The course raises my capacity of administration and management up to the next level I declare that this is a true copy of my thesis The content of this thesis has been approved by the committee of Vietnam National University, Hanoi – Hanoi School of Business and Management (HSB) This thesis has not been submitted for a higher degree to any other University or Institution In order to finish this project successfully, I have received many helps, supports and guidance from many people who I would like to thank sincerely First of all, I would like to thank all the professors of MBA program, especially Dr Tran Huy Phuong – my supervisor Then I would like to thank deeply to class assistant team of HCC center, respondents and interviewees who allowed me to gather enough data for this research Finally, I would like to express my thanks to my husband, my family, my colleges and my fellow friends who always stand by me during the past two years and encourages me to keep moving from the beginning of my study Hanoi, date of …… / …… /…… Nguyen Ngan Ha CONTENT ABBREVIATION LIST OF FIGURES LIST OF TABLES INTRODUCTION Rationale Literature review Aims of research Objects of research Scope of research Research methodology Thesis structure CHAPTER I THEORETICAL BACKGROUND ON CUSTOMER SATISFACTION WITH TRAINING SERVICE QUALITY 1.1 Basic concepts 1.1.1 1.1.2 1.1.3 1.2 Service quality and customer satisfaction 1.3 Service quality assessment models 1.3.1.Service Quality Gap Model 1.3.2.Service quality 10 component model 1.3.3.SERVQUAL and SERVPERF models 1.3.4.Theorical framework & Hypothesis 1.3.5.Designing Scales and Questionares 1.3.6 Data collection method 27 CHAPTER II ASSESSING THE SITUATION OF CUSTOMER SATISFACTION WITH TRAINING SERVICE AT THE CENTER FOR MANAGEMENT TRAINING & CONSULTING, HANOI SCHOOL OF BUSINESS AND MANAGEMENT, VNU 2.1 Introduction of the Center for Management Training & Consultancy, Hanoi School of Business and Management, VNU 2.1.1 Introduction Vietnam National University Hanoi 2.1.2 Center for M of Business and Management, Vietnam National University Hanoi 2.2 The situation of customer satisfaction with training services at Center of Corporate Training and Consultancy, Hanoi School of Business and Management, VNU 2.2.1 Program Designing 2.2.2 Lecturers Team 2.2.3 Training Notes 2.2.4 Suportive Service 2.3 Survey results on customer satisfaction with training services at Center of Corporate Training and Consultancy, Hanoi School of Business and Management, VNU 2.3.1 2.3.2.Reliability and validity of the scales 3.3.3 CHAPTER III PROPOSAL ON SOLUTIONS TO ENHANCE CUSTOMER SATISFACTION WITH TRAINING QUALITY IN THE CENTER FOR MANAGEMENT TRAINING & CONSULTING, HANOI SCHOOL OF BUSINESS AND MANAGEMENT, VNU 49 3.1 Declaration of mission, vision and development orientations of Hanoi School of Business and Management, Vietnam National University 49 3.2 Improving customer satisfaction solutions 50 3.3 Recommendations 55 3.3.1 For Hanoi School of Business and Management (HSB) .55 3.3.2 For the center for management training and consulting (HCC) 55 CONCLUSION, LIMITATION AND IMPLICATION 57 Conclusions 57 Limitations 58 Implications 58 REFERENCES 59 APPENDIX 62 APPENDIX QUESTIONNAIRE IN ENGLISH 62 APPENDIX QUESTIONNAIRE IN VIETNAMESE 66 APPENDIX RESULT ANALYSIS 70 VNU HSB HCC EFA i LIST OF FIGURES Figure 1.1 The relationship between service quality and customer satisfaction 16 Figure 1.2 Service Quality Gap Model in SERVQUAL 17 Figure 1.3 SERVQUAL model 20 Figure 2.1: HSB Organization Chart 31 Figure 2.2: Usefulness of Program Designing 35 Figure 2.3: Appropriateness of case study and activities 36 Figure 2.4: Training notes contain use-full and up-to-date information 38 ii LIST OF TABLES Table 1.1 Compare the two SERVQUAL and SERVPERF models 21 Table 2.1 Training courses providing by HCC 33 Table 2.2 Reliability of the scales 40 Table 2.3 Validity of the scales 42 Table 2.4 Mean and standard deviation 43 Table 2.5 Regression Analysis Results 44 Table 2.6 Results of the hypothesis testing 47 iii Item-Total Statistics SS1 SS2 SS3 SS4 SS5 Scale Statistics RELIABILITY /VARIABLES=AF1 AF2 AF3 /SCALE('ALL VARIABLES') ALL /MODEL=ALPHA /STATISTICS=DESCRIPTIVE SCALE CORR COV /SUMMARY=TOTAL MEANS VARIANCE COV CORR [DataSet1] C:\Users\Nguyen Ngan Ha\Google Drive\Luan van\Luan van Hann\Processing\Su-hai-long-_HSB_2018.sav Case Processing Summary Cases a Listwise deletion based on all variables in the procedure Reliability Statistics 80 Item Statistics AF1 AF2 AF3 AF1 AF2 AF3 AF1 AF2 AF3 Summary Item Statistics Item Means Item Variances Inter-Item Covariances Inter-Item Correlations AF1 AF2 AF3 81 Scale Statistics RELIABILITY /VARIABLES=CS1 CS2 CS3 /SCALE('ALL VARIABLES') ALL /MODEL=ALPHA /STATISTICS=DESCRIPTIVE SCALE CORR COV /SUMMARY=TOTAL MEANS VARIANCE COV CORR [DataSet1] C:\Users\Nguyen Ngan Ha\Google Drive\Luan van\Luan van Hann\Processing\Su-hai-long-_HSB_2018.sav Case Processing Summary Cases a Listwise deletion based on all variables in the procedure Reliability Statistics Cronbach's Alpha 995 CS1 CS2 CS3 CS1 CS2 CS3 82 Inter-Item Covariance Matrix CS1 CS2 CS3 Summary Item Statistics Item Means Item Variances Inter-Item Covariances Inter-Item Correlations CS1 CS2 CS3 Scale Statistics FACTOR /VARIABLES TF1 TF2 TF3 LT1 LT2 LT3 LT4 TN1 TN2 TN3 PD1 PD2 PD3 PD4 PD5 PD6 SS1 SS2 SS3 SS4 SS5 AF1 AF2 AF3 /MISSING LISTWISE /ANALYSIS TF1 TF2 TF3 LT1 LT2 LT3 LT4 TN1 TN2 TN3 PD1 PD2 PD3 PD4 PD5 PD6 SS1 SS2 SS3 SS4 SS5 AF1 AF2 AF3 /PRINT INITIAL CORRELATION SIG DET KMO EXTRACTION ROTATION /FORMAT SORT BLANK(.50) /CRITERIA MINEIGEN(1) ITERATE(25) /EXTRACTION PC /CRITERIA ITERATE(25) /ROTATION VARIMAX /SAVE REG(ALL) /METHOD=CORRELATION 83 Corr TF1 TF2 TF3 LT1 TF1 1.00 868 727 1.00 842 elati on TF2 868 TF3 727 842 1.00 LT1 205 237 262 LT2 231 251 325 LT3 145 173 233 LT4 061 100 125 TN1 085 241 358 TN2 099 239 339 TN3 139 275 412 PD1 116 - - 146 069 - - 131 060 - - 156 057 PD2 089 PD3 110 84 PD4 083 PD5 059 PD6 083 - - 139 049 - - 141 060 - - 097 035 SS1 184 224 203 SS2 163 200 164 SS3 119 169 132 SS4 178 205 183 SS5 145 203 253 AF1 000 - 131 026 AF2 011 - 075 034 AF3 Sig - - 024 039 TF1 000 082 000 (1taile d) TF2 000 TF3 000 000 LT1 000 000 85 000 000 LT2 000 000 000 LT3 001 000 000 LT4 099 017 004 TN1 037 000 000 TN2 018 000 000 TN3 002 000 000 PD1 007 001 074 PD2 030 003 104 PD3 010 000 117 PD4 040 002 153 PD5 106 001 105 PD6 040 020 228 SS1 000 000 000 SS2 000 000 000 SS3 006 000 003 SS4 000 000 000 SS5 001 000 000 AF1 497 293 003 AF2 405 240 058 AF3 306 209 042 86 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity TF1 TF2 TF3 LT1 LT2 LT3 LT4 TN1 TN2 TN3 PD1 PD2 PD3 PD4 PD5 PD6 SS1 SS2 SS3 SS4 SS5 AF1 AF2 AF3 Extraction Method: Principal Component Analysis Total Variance Explained Compon ent 87 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Extraction Method: Principal Component Analysis Component Matrix SS5 SS4 PD1 PD3 SS1 PD2 LT1 LT2 PD4 SS2 LT3 PD5 TN3 PD6 LT4 TF2 TF3 88 a TN1 TN2 SS3 TF1 AF2 AF3 AF1 Extraction Method: Principal Component Analysis a components extracted PD5 PD4 PD2 PD6 PD3 PD1 SS2 SS3 SS1 SS4 SS5 LT1 LT2 LT3 LT4 TN1 TN2 TN3 TF1 TF2 TF3 AF2 AF1 AF3 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations 89 Component Transformation Matrix Component Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization FACTOR /VARIABLES CS1 CS2 CS3 /MISSING LISTWISE /ANALYSIS CS1 CS2 CS3 /PRINT INITIAL CORRELATION SIG DET KMO EXTRACTION ROTATION /FORMAT SORT BLANK(.50) /CRITERIA MINEIGEN(1) ITERATE(25) /EXTRACTION PC /CRITERIA ITERATE(25) /ROTATION VARIMAX /SAVE REG(ALL) /METHOD=CORRELATION [DataSet1] C:\Users\Nguyen Ngan Ha\Google Drive\Luan van\Luan van Hann\Processing\Su-hai-long-_HSB_2018.sav Correlation Matrix a Correlation Sig (1-tailed) a Determinant = 000 90 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity CS1 CS2 CS3 Extraction Method: Principal Component Analysis Total Variance Explained Component Extraction Method: Principal Component Analysis CS1 CS2 CS3 Extraction Method: Principal Component Analysis a components extracted Rotated Component Matrix a 91 a Only one component was extracted The solution cannot be rotated DATASET ACTIVATE DataSet1 SAVE OUTFILE='C:\Users\Nguyen Ngan Ha\Google Drive\Luan van\Luan van '+ 'Hann\Processing\Su-hai-long-_HSB_2018.sav' /COMPRESSED REGRESSION /DESCRIPTIVES MEAN STDDEV CORR SIG N /MISSING LISTWISE /STATISTICS COEFF OUTS CI(95) BCOV R ANOVA COLLIN TOL CHANGE /CRITERIA=PIN(.05) POUT(.10) /NOORIGIN /DEPENDENT CS /METHOD=ENTER PD SS L TN TF AF /RESIDUALS DURBIN /SAVE ZPRED [DataSet1] C:\Users\Nguyen Ngan Ha\Google Drive\Luan van\Luan van Hann\Processing\Su-hai-long-_HSB_2018.sav Descriptive Statistics CS PD SS L TN TF AF 92 Correlations Pearson CS Correlation PD SS L TN TF AF Sig (1-tailed) CS PD SS L TN TF AF N CS PD SS L TN TF AF Model a Dependent Variable: CS b All requested variables entered Mode l R 481 a Predictors: (Constant), AF, TF, TN, L, SS, PD 93 a b Dependent Variable: CS ANOVA a Model Regression Residual Total a Dependent Variable: CS b Predictors: (Constant), AF, TF, TN, L, SS, PD Model B (Consta nt) PD SS L TN TF AF a Dependent Variable: CS Model Correlations Covariances 94 ... 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? ??... NGUYỄN NGÂN HÀ SERVICE QUALITY AND CUSTOMER SATISFATION OF TRAINING PROGRAMS AT THE CENTER FOR MANAGEMENT TRAINING & CONSULTING, HANOI SCHOOL OF BUSINESS AND MANAGEMENT, VIETNAM NATIONAL UNIVERSITY... CUSTOMER SATISFACTION WITH TRAINING SERVICE AT THE CENTER FOR MANAGEMENT TRAINING & CONSULTING, HANOI SCHOOL OF BUSINESS AND MANAGEMENT, VNU 2.1 Introduction of the Center for Management Training