Có tiền vẫn chưa đủ vai trò của sự tham gia của khách hàng trong quá trình đồng tạo sinh dịch vụ và cảm nhận giá trị một nghiên cứu trong ngành đào tạo đại học

ICM-SO 3 (42) 2015

TAP CHl KHOA HOC TRL/ONG DA

£tg..l990). Trong dao tao dai
giang vien va sinh vien
(Vertical relationship),
c ' 5 , 5 ' ^ ^ vidn cap dudi va
'J 54 c 5P >?asers) (Lengnick> IO ^ ^ 2 ^ g j a n g vien la
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CO TIEN VAN CHl/A f)U: ^
CUA KHACH HANG TRONG
DJCH VU VA CA
MOT NGHIEN CUtJ TRONG
Ngay nhan bai: 11/02/2015
Ngay nh^n lEii: 13/05/2015
Ngay duyet dSng: 19/05/2015

1 '= 'I -.5 ^

TOM TAT
Trong mdt so ngdnh dich vu md su tham gic
""5 nnai
thiet phdi sic diing them cdc ngudn luc phi tiin ti d- i^ung igo ra dich vu vdi nhd cung cdp. Nghien
ciru ndy tim hieu dnh hirdng cda cdc hdnh vi tham gia cua khdch hdng den cdc dgng gid tri cdm
nhdn ddi vdi dich vu trong bdi cdnh dich vu ddo tgo dgi hoc. Ket gud phdn tich dir liiu tic 320

sinh viin d Tp.HCM cho thdy Hdnh vi trdeh nhiem co dnh hu&ng tich circ den cd gid Iri qud ti-inh
ldn gid tri ket qud. Trong khi do, Hdnh vi chia se thong tin chi co dnh huang ti'uc tiep den gid tri
qud trinh. Them vdo do, gid tri qud trinh cd dnh hudng mgnh den gid tri ket qud. Tic ket qud ndy,
cdc hdm y vi ly thuyit ddng tgo sinh gid tri dich vu vd hdm y dng dung dd duac thdo ludn.
Tu" khda: Su tham gia cua khdch hdng, chia se ihong lin, gid tri ket qud. gid tri qud trinh,
hdnh vi trdeh nhiim.
ABSTRACT
In some services that customer participation is compulosry, customers have to contribute
certain non-monetary resources to co-create the service with firm. This research investigates the
impact of customer's participatory beha\>iors on two forms of customer perceived value in the
context of higher education service. The analysis of data collected from 320 students in HCMC
reveals that Responsible behavior has positive impact on both process value and outcome value.
while Information sharing has direct and positive impact on process value only. Additionally,
process value has strong positive impact on outcome value. Based on these empirical results,
theoretical and managerial implications have been discussed
Keywords: Customer participation,
responsible behavior.

information sharing, process value, outcome value,

\. Gidi thieu
Sir tham gia ciia khach hang (customer
participation) vao qua trinh dich vu da dugc
cac nha nghidn cuu va quan tri doanh nghiep
chu y tir 40 nam qua (Lovelock & Young,
1979; Mills & Moberg, 1982; Bitner & ctg.,
1997; Gronroos, 2008). Trong nhieu trudng

hgp, su tham gia nay khdng nhirng giup khach
hang (KH) nhan dugc dich vu tdt han va hai

Idng hem (Dabholkar, 1990; Xie & ctg.. 2008)
ma con giiip doanh nghiep gia tang nang sudt
(iVlills & Morris, 1986). Gan day, ciing vdi su
phat trien ciia Iy thuyet trgng djch vu (Vargo &
Lusch, 2004), ydu td su tham gia cua KH vao

'Tmcrng D^i hoc Bach Khoa - Dai hoc quoc Gia TP HCM.
- PGS.TS. Tnrcmg Dal hoc Bach Khoa - Dai hoc Quoc Gia TP.HCM


/

KINHT^

Harfst, J. (2006). A Practitione:
lu trgng, va cac
Regional Bureau for Eur
" Khich su dung yeu
Hazell, P. B., & R o s q ^ canh tranh tren thj
unfinished revolidOJ-^ Chan & ctg., 2010).
IFAD. (2009). ^ ^^ \ih6ng phai giii vai trd
progranif-'^^^ nhin nhan trudc day. ma cd
iSng trong viec cimg tao ra dich vu
Lakshmaqfng^jigp Q^Q^ nidm nay dac biet phii
M vdi nhung nganh dich vu nhu giao due,
L ^ ^ t u vdn...khi sy tham gia ciia KH la nhan
^-^bat bu6c dd dam bao gia tri dkix ra cua dich
vu. Ho la ngudi chii dong tham gia vao qua
trinh tuang tac, la ngudi thu hudng, ddng thdi
la ngudi quyet dinh gia tri cua dich vu (Vargo

& Lusch, 2004).
Khi tham gia vao dich vu, ngoai tien bEic,
KH phai bo ra nhung ngudn lire khac (phi tidn
te) nhu thdi gian, cdng sire, quan he, v.v. de cd
thd cirng tiiyc hidn dich vu va nhan dugc lgi
ich cuoi ciing cua no. Tuy nhien, lugc khao ly
thuydt cho thky cho tdi nay, da phin cac
nghien cim vd su tham gia cua KH tap trung
vao lgi ich kinh td mang Iai cho doanh nghiep
(Bendapudi & Leone, 2003; Etgar, 2008). Cd
rat it nghien cuu ve nhirng gia tri cu the ma sy
tham gia cua KH mang den cho chinh hg
(Mustak & ctg., 2013; Dong & ctg., 2014),
ngoai trit mot vai nghien cuu ridng le va nhan
manh vao mot vai loai gid tri vao mgt thdi
didm nhSt dinh (Bendapudi & Leone, 2003;
Yen, 2005). Han niia, cae nghien cim trudc
day tap trung nhieu vao gia tri dau ra (outcome
value) ma chua chu trgng den gia tri qua trinh
(process value) cung nhu moi quan he giiia hai
loai gia trj nay khi KH tham gia vao qua trmh
dich vu (Mustak & ctg., 2013). Do dd, mgt
nghien curu ve hanh vi tham gia cua KH vao
qua trinh dich vu va tac dong ciia sy tham gia
do ddn cac loai gia tri khac nhau trong mgt bdi
canh cu the la thyc sy can thiet va cd y nghTa.
Ve i>6i canh djch vu, nghien cu'u nay t^p trung
vao dich vu dao tao dai hgc. Day la mdt loai
dich vu dien hinh vd viec KH phai chii dpng
tham gia vao qua trinh dich vu. Ndu KH (sinh

vidn) khong c6 ging hgc tap, ho khdng thd
nhan dugc tri thiie tir giang vien (Diaz-Mendez
va Gummesson, 2012; Seiders & ctg., 2014).
Cu the, myc tieu ciia nghien cuu nay bao
gdm (i) xac dinh tac dgng cua hai Ioai hanh vi
tham gia cua KH ddn gia tri kdt qua va gia tri

qua trinh ma hg cam nhln dugc; (ii) xac dinh
tac ddng cua gia tri qua trinh len gia tri kdt qua
trong b6i canh dich vu dao tao dai hgc tai Viet
Nam. Kdt qua nghien ciru khdng chi ddng gdp
vao ly thuydt vd sy tham gia cua KH trong qua
trinh dich vu, ma cdn cung cAp cho cac trudng
dai hgc nhiing thdng tin cdn thiet de thidt ke
chuang trinh dao tao phii hgp, khuyen khich
tinh tich cyc, chu ddng cua sinh vidn nhSm
giup hg dat dugc gia tri ddu ra cao nhdt, tir do
ndng cao uy tin cua nha trudng.
2. Cff sfr ly thuyet
2.1. Khdi niem vi sif tham gia cua KH
Sy tham gia ciia KH dugc dinh nghTa la nhiing
hdnh vi cua KH cd lien quan den qua trinh tao
sinh va sir dung dich vu (Auh va ctg., 2007;
Mustak va ctg., 2013). Cac harih vi nay xay ra
trong pham vi tucmg tac tryc tidp giua hai phia
trong qua trinh dich vu (Gronroos va Voima,
2013; Chen va Raab, 2014; Gallan va ctg.,
2013). Dinh nghTa nay phii hgp vdi quai didm
ddng tao sinh gia tri cua Vargo & Lusch
(2004). Theo dd, KH tuang tac vdi nha cung

cdp dich vu theo nhiing tinh hudng khac nhau,
tii do tao ra Igi ich cho ea doanh nghiep va KH
(Vivek & ctg., 2012). Ennew & Binks (1999)
chi ra rang mgt trong nhiing dac tinh cua vide
tham gia la KH ciing cd vai trd nhu mgt thaidi
phdn trong qua trinh dich vy, ndn hp cd trach
nhiem trong vide tao ndn sy thanh cdng cua
dich vu. Ddi vdi nhiing dich vu ddi hdi muc dp
tuang tac cao nhu dao tao, sy tham gia cua KH
d muc do cao la yeu td bat budc (Seiders &
ctg., 2014). Sinh vidn phai la ngudi chii dpng
trong vide hgc, giang vien chi Id ngudi ddn dat,
hd trg, cung cdp tai lieu va giai dap thac mac.
2.2. Cdc logi hdnh vi iham gia ciia KH
Tong quat, khi tham gia vdo qua trinh dich vu,
cac hanh vi cua KH bao gdm tim kiem thong
tin (information seeking), chia se thdng tin
(information sharing), hanh vi trach nhidiu
(responsible behavior) va tuang tac ca nhan
(personal interaction) (Yi & Gong, 2013). Tuy
nhien, trong pham vi nghidn ciiu ndy ve dich
vu dao tao, chi cd hai Ioai dugc xem la quan
trgng can dugc xem xet.
Tim kidm thdng tin: KH tim kidm th6ng
tin de biet ro nhiing ydu cau vd dac diem cua
dich vu, ciing nhu thoa mSn nhu cdu nhan thiic
cua minh (Kellogg & ctg., 1997). Thdng


TAP CHl KHOA HOC TRLTONG DAI HOC MO TP.HCM - SO 3 (42) 2015

Ka:),

thudng, tim kidm thdng tin tap trung d giai
doan tnrdc khi ridn hdnh qua trinh dich vu (Yi
& Gong, 2013). Trong dao tao dai hgc, vide
tim kiem thdng tin cua sinh vidn didn ra khi ho
dang ky chgn trudng dd thi tuydn. Cac thdng
tin tim kidm cd thd bao gdm thdng tin vd
trudng, dia didm, chuyen nganh. dpi ngu gidng
vien v.v. Day la hdnh vi xay ra trudc qua trinh
tuong tac true tiep trong mgt ldp hgc hay mdn
hgc khi hgc tap t^i trudng. Do dd, ydu td nay
khdng dugc xet ddn.
Chia se thdng tin: Dd qua trinh ddng tao
sinh dich vy thanh cdng, KH phai cung cdp
nhiing ngudn lyc thdng tin ciia minh
(Lengnick-Hall, 1996). Thdng qua qua trinh
chia se thdng tiii, KH cd thd ddm bao rSng phia
cung se cung cdp dung dich vy ma minh cdn
(Ennew & Binks, 1999). Cd thd ndi rdng, chia
sd thdng tin la thdnh phan cdt loi trong hanh vi
tham gia cua KH, bdi vi neu khdng cd sy chia
se thdng tin hoac thdng tin khdng chi'nh xac,
kdt qua ciia dich vy se khdng dat dugc nhu
mong dgi (Yi & Gong, 2013). Trong dao tao
dai hgc, viec chia se thdng tin diln ra chu yeu
giiia sinh vidn vdi giang vidn. Cac thdng tin
chia sd tir phia sinh vien bao gdm cam nhan ve
mdn hgc, bai giang, nhirng gdp y de bai giang

tdt han hoac ciing cd the nhd gidng vidn tu van
cac van dd lien quan tdi dinh hudng nghe
nghidp... Nhd cd sy chia se thdng tin. khoang
each giiia giang vien vd sinh vidn dugc rut
ngin lai va vide hgc tap thuan lgi, thu hut sinh
vidn han.
Hanh vi trach nhidm: Hanh vi trach nhiem
la nhung hoat ddng KH cdn thuc hidn, phoi hgp
vdi nha cung cap khi tao sinh va sir dung dich vu
(Yi & Gong, 2013). Hanh vi ndy xay ra khi KH
nhdn thiic trach nhiem ciia minh nhu la mot phan
cua qua trinh dich vy (Ennew va Binks, 1999).
Trong dao tao dai hgc, hdnh vi trach nhiem ciia
ngudi hgc bao gdm vide ddn tham du gid giang
tai ldp, nghidm tuc thyc hien cac yeu cau mdn
hgc tir phia giang vien, dgc tai lieu dugc yeu cau,
phoi hgp vdi giang vien trong qua trinh thuc
hanh, thyc hidn cac bai tap do giang vien chi
dinh, tham gia bai t^p nhom, v.v.
Tuong tac ca nlian: Tuang tac ca nhan
chi mdi quan he giiia KH va nhan vien (Yi &
Gong, 2013). Sy tuong tac nay bao gdm tac
phong nha nhan (courtesy), than thien va tdn

trpng (Kelley & ctg.. 1990). Trong ddo tao dai
hpc, mdi quan he giij'a giang vien va sinh vien
phdn Idn la "mpt chidu" (Vertical relationship),
gidng quan he giua nhan vidn cap dudi va
quan ly (employees and managers) (LengnickHall, 1997). Le phep va tdn trgng giang vien la
phdm chdt dao dire cdn cd ciia mdi sinh vidn

Viet Nam. Day dugc xem la truyen thdng tot
dep cua dan tdc va dieu nay da dugc Te (1998)
chi ra trong nghien ciru ciia minh trong bdi
canh gido due Viet Nam. Do vay, yeu to tuong
tac cd nhan nay xem nhu Iudn hien didn va se
khong dugc xet den n-ong nghien cun nay.
Nhu vdy, nghien ciru nay sir dung hai
thanh phan ciia khai niem hanh vi tham gia cua
KH dugc xem la phii hgp vdi boi canh dao tao
dai hpc VN; do la chia se thdng tin va hanh vi
trach nhiem. Nhiing hanh vi nay cho phep nha
trudng va sinh vien hieu dugc nang luc, nhu
cdu va nhung dieu kien can thiet khac dd kdt
hgp cac nguon lyc phii hgp, tir do tang hidu
qua chuang trinh giang day (Gummesson &
Mele, 2010)
2.3. Gid tri cdm nhgn cua khdch hang
Gia tri cam nhan dugc dinh nghTa la su
danh gid tong the cua KH \ e tien ich ciia mdt
san phdm hay dich xu dua vao so sanh cua hp
giiia nhirng gi nhan dugc (gets) va nhiing gi
phai bd ra (gives) (Zeithaml. 1988). Day la
dinh nghTa dugc sir dyng rpng rai nhat khi ndi
\e gia tri djch \u. Gronroos (2008) bd sung
dinh nghTa ve gia tri cam nhan bang viec nhan
manh yeu to trai nghiem (experience) ciia KH
trong qua trinh dich vu. Nghien cu'u nay thii'a
nhan nguyen ly "gets" va "gives" ciia Zeithaml
(1988), dong thdi nlian manh vao trai nghidm
ciia KH khi su dung dich vu. Theo Babin va

Harris (2009), "gets'' bao gdm cac lgi ich vd
kinh te, chat lugng, tien lgi, kinh nghiem, uy
tin, quan he xa hdi, v.v. con "gives" bao gdm
thdi gian. tidn bac. hidu biet, cam xuc, co hdi,
v.v. Vdi mpt sinh vien, khi tham gia vdo qua
trinh hpc tap tai trudng dai hpc, "gets" bao
gdm kien thuc chuydn mdn tich luy dugc. mdi
quan he vdi ban be, giang vien, bdng cap, cac
ky nang mem hinh thanh trong qua trinh hoc
tap.,, con "gives" gom thdi gian, tidn bac,
cong sue. CO hpi.,.
Dya trdn each phan loai cac khai nidm da
hudng ciia Jarvis & ctg. (2003), Hau & Thuy


KINHTf
(2011) da dd nghi hai thdnh phan ciia gia tri
cam nhfin la gia tri qua trinh (process value) va
gid tri kdt qud (outcome value). Gia tri ket qua
lien quan ddn nhirng lgi ich cd dugc sau khi sir
dung dich vy, cdn gia tri qua trinh lien quan
ddn nhiing trai nghiem tich cyc md KH cam
nhdn dugc trong vai trd ngudi ddng tao sinh
dich vu. Vdi mdi thanh phdn, nguydn tic danh
ddi (gets-gives) cua Zeithaml (1988) vdn dugc
dp dung.
3. Mo hinh nghien ciru vd gid thuyet
Md hinh nghien cuu dugc trinh bay
trong Hinh 1. Theo do, hai hanh vi tham gia
dugc gia thuyet la eo tac ddng tich cyc len hai

loai gia tri cam nhdn cua KH. Tiep do, gia tri
qua trinh ciing dugc gia thuyet la cd tac ddng
tich cyc Idn gia tri kdt qua.
1

i

Chia s6 Ih6ng tin —Hi—*
1

Hanh vi
trach nhiem

1—m—,

qua tiinh

Cia tr) ket qua

1
Hinh 1, Mo hinh nghiSn ciru

t

3.L Sir tham gia cua KHvd gid tri qtid trinh
Voi nhimg dich vu nhu dao tao, gia tri
qua trinh dugc mang Iai tir nhirng cam giac tdt
hon cho KH trong qud trinh trai nghiem dich
vu (Heinonen & ctg., 2013; Lengnick-Hall,
1996). Tac dong cua su tham gia cila KH len

gia trj qua trinh dugc thj Men thong qua vice
gia tang gia tri ngi tai (intrinsic value - vi du
nhu dugc tan huong, hgc hoi, tam ly thoai
mai) hoac gia tri ngoai bieu (extrinsic value nhu tang cuong cac m6i quan he xa hgi, hoa
d6ng cimg tap the, dugc sir cong nhan cua xa
hgi, V.V.). Nhflng gia trj ngi t^i va ngoai higu
nSu tren co dugc tir nhiing trai nghiem khi KH
true ti8p tham gia djch vu (Helkkula & ctg.,
2012; Holbrook, 2005). Payne va ctg. (2008)
da chi ra rang trong nhiSu trudng hgp, diiu ma
KH chu trgng chinh la nhitag trai nghiem ma
hg CO dugc khi tham gia vio qua trinh dich vu,
chil khong phai la kit qua cu6i ciing sau khi sii
dung djch vu.
Tuong tac trong qua trinh djch vu
gia tang nhimg lgi ich ngi tai. KH cam
thich thu nhu dang dugc thuong
(enjoyment) mgt djch vu yeu thich, cam
tu tin hon khi giao tiip, hoac co duoc

giup
thSy
thiic
thSy
tam

trang thoai mai trong suot qua trinh tham gia
djch vu. Ban than KH khi nghT ring minh dang
thugng thirc mgt djch vu se dong nghta vol
viec KH cam thay vui ve vai chi'nh dich vu do

(Babin & ctg., 1994; Etgar, 2008). Nhiing trai
nghiem co dugc trong qua trinh hgc tap ciina
gop phSn quan trgng vao viSc tang ky nang
giao tiep cua sinh viSn. Hg co tiie dua ra
nhiing gop y v6i giang vien d i bai giang
phong phu hon hay lam viec nhom di tang ky
nang lam viec dong dgi, h6 trg nhau trong qua
trinh hgc tap. Dieu nay giup sinh vien cam
thay hiing thii va mong muon dugc chu dpng
tham gia vao qua trinh hgc tap. Nhu vay. gia
trj qua trinh tit su tham gia ciia KH thi hien
qua viec gia tang cam nh^n tir ngi tai ben trong
cua KH. Qua do tao cho KH cam giac dang
hoa minh vao djch vu la diiu cSn thiit trong
qua trinh ding tao sinh gia tri (Yim & ctg
2012).
Gia trj qua trinh con thi hifn qua viec
gia tang nhiing gia trj ngoai biiu ciia KH nhir
tang cuong cac m i i quan he xi hgi, dugc nhin
nhan, danh gia tit mgi nguoi xung quanh. hoa
ding cung cac thanh vien khac trong cong
dong, t i chile. Tuong tac giua KH va nhan
vien trong suit qua trinh KH tham gia \ ao qua
trinh djch vu giiip tang cuong mdi quan he
(Mustak & ctg., 2013; Lovelock & Young.
1979; Kelley & ctg., 1990) ding thoi cflng tao
CO hgi de nang cao hiiu biit cho ca hai ben
(Fleming & ctg., 2005). Thong qua chia se
thong tin giua sinh vien va giang vien. khoang
each giila hai ben dugc rut ngin, sinh vien co

the chil dgng trao doi vdi giang vien. giang
vien til' dd cung biit dugc nang luc sinh vien
cua minh. Vi vay, chia se thong tin ciing nhu
thyc hien tit hanh vi trach nhiem trong qua
trinh hgc tap tai ldp, khi tham gia lam viec
nhdm va cac boat dgng hgc tap khac se giup
sinh vien nhan dugc su danh gia tit tir phia
giang vien hay su ton trgng, quy min cua ban
be, nlid dd lam tang gia trj qua trinh thdng qua
gia trj ngoai biiu cua hg. Diiu nay ciing phii hgp
vdi djnh huctng giang day theo phuong phap ligc
% h'ch cue dugc nhiiu trudng dai hgc ap dung
hien nay. Do do, gia thuyit dat ra la:
HI: Chia se thdng tin cd tdc dgng tich cue
den cdm nhgn ve gla tri qud trtnh ciui sinh vten

ihanio


TAP CHi KHOA HOC TRUONG OAI HOC MO TP.HCM - SO 3 (42) 2015

^**

H2: Hdnh vi trdeh nhiem co tdc dong
tich cue den cdm nhgn ve gid tri qud trinh ciia
sinh vien.
3.2. Sit tham gia (Ma KHvd gid tli ket qud
Tron^ ITnh vuc dao tao, gia tri kdt qud
chinh la kidn thuc tich liJy, nang lyc, su hidu
bidt cua sinh vien. Kdt qua hgc tap sau cung la

sy cdng nhan cho cd qua trinh no lyc thu nhdn
kidn thuc cua mdi sinh vidn. Kidn thuc, ky
nang tich lily dugc trong sudt qua trinh hgc tap
se giup sinh vidn cd dugc viec lam phii hgp
vdi kha nang vd mong mudn cua minh.
Vd mdt ly thuydt tdng quat, khi tham gia
vao qua trinh dich vu, KH phai ddng gdp
nhirng ngudn lyc cua bdn than dd dam bao
dong tao sinh dich vu thdnh cdng (Vargo &
Lusch, 2004). Mdt trong nhiing hanh vi tham
gia quan trong la chia se (ngudn luc) thong tin.
Chia se thdng tin cua KH giup cho nhdn vidn
hidu diing nhu cau ciing nhu thi hidu cua KH.
Day Id each thuc tdt nhdt dd hai ben cimg tao
ra gia tri (Payne & ctg., 2008; Jaakkola &
Alexander, 2014). Do do, thdng tin KH chia se
cdng chi tiet, doanh nghidp cdng cd nhieu co
hdi phuc vu tdt han. Nhiing ydu cau cua KH la
ca sd de doanh nghiep tao ra nhiJng djch vu
phu hgp vdi timg ddi tugng KH (customize).
Nhd dd, gia tri ket qua cho KH se tang len
(Auh & ctg., 2007; Chan & ctg., 2010). Hon
nOa, thdng tin ma KH chia se cd the lien quan
den gia tri ca nhan cua mdi ngudi. Day la
nhiing tieu chuan ma ca nhan dd diing de danh
gia dich vu (Lages & Femandes, 2005). Khi
dd, n i m bit dugc thdng tin chia se ciing la
each nhan bidt gia tri ca nhan ciia KH. tir do
giup doanh nghiep cung cap dich vu phii hgp
vdi timg ngudi vd lam tang gia tri cam nhan

cua ket qud.
Khdng ciii chia se thong tin, KH con the
hidn hdnh vi trach nhidm cCia minh nhu la mot
ydu td bit budc. De tao ra gia tri ciing vdi
nhirng nhdn vidn, KH phai phoi hgp, tim hieu
nhihig hudng ddn, luat le va tuan theo su
hudng ddn tu phia nhan vien cdng ty
(Bettencourt, 1997). Ddi vdi nha cung cap dich
vu nhihig yeu cau ve vai trd cua KH dugc mo
ta rd vd each thuc su dung hoac each thirc
tham gia vao qua trinh. KH nhan thuc vai trd
cua minh va ldm theo nhirng hudng dan khdng
nhung giup cho viec cung cap dich vy cua
j^^^^^

\iiiu L^iu ^^

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lj^ij,iJ--:f| iiuy Lain fci^SK

5 ^

y

55

doanh nghidp thuan Igi, ma con co tac ddng
tich cyc den gia tri ma KH cam nhan dugc.
Vdi viec chii dgng dong gop ngudn luc ban

than, KH se nhan dugc nhirng lgi ich nhu giam
gia hoae chi^t khdu. Nhung Igi ich ma KH
nhan dugc la su ghi nhdn. danh gia cao ciia
doanh nghiep tir sy chii ddng hgp tac va nhd
do KH cam nhdn dich vu dat gia tri kdt qua tdt
hon (Auh & ctg., 2007). Ciing vdi quan didm
trdn, Chan & ctg. (2010) va Jaakkola &
Alexander (2014) ly giai ring vdi vide chu
ddng ddng gdp nhirng nguon lyc cua minh,
KH tryc tidp tham gia vao qua trinh cung cdp
dich vu, cd nhieu co hpi lya chgn va tuong
tuong tdc vdi nha cung cap dich vu. Ndi each
khde, khi y thtic dugc vai trd cua minh trong
qua trinh dich vu. chu dpng ket hgp nhirng
ngudn lyc ca nhan va cua doanh nghidp. gid tri
ket qua dat dugc se tang len cho ca hai ben
(Jaakkola & Alexander, 2014). Han nCra, chia
se thdng tin va thyc hien hanh vi trach nhiem
ddng nghia vdi vide KH chii dpng kiem soat
qua trinh cung cap dich vu (Lengnick-Hall,
1996; Prahalad va Ramaswamy, 2004), nhd do
giam thieu dugc nliiing riii ro co lien quan nhu
rui ro tai chinh hoac rui ro nhan dugc dich vu
khdng nhu mong dgi (Chan & ctg., 2010;
Etgar, 2008) va tir do tao ra gia tri cao nhdt
cho ban than (Bagozzi va Dholakia. 2006). Do
vay, hai gia thuyet sau dugc hinh thanh:
H3: Chia se ihong tin cd tdc dong tich
cue den cdm nhdn ve gid tri kit qud cua sinh
vien.

H4: Hdnh vi irdch nhiem cd tdc ddng
tich arc den cdm nhdn ve gid tri kit qud ciia
sinh vien.
3.3. Gid tri qud trinh vd gid tri kh qud
Thong qua qua trinh tuang tac giu'a hai
phia. KH co ca hgi nang cao ky nang ciia ban
than (Lengnick-Hall, 1996), kidm soat dugc
qua trinh dong tao sinh gid tri vdi vai tro chii
dgng (Lengnick-Hall, 1996; Prahalad &
Ramaswamy, 2004). Tham gia vao qua trinh
djch vu giup KH tang cudng nhan thirc va ky
nang su dung djch vu (Mustak & ctg., 2013).
Vdi nhung gi thu thap, tich luy dugc (gid tri
qua trinh), KH co nhi^u thdng tin ban de dua
ra nhung quyet dinh chinh xac, phii hgp vdi
mong mudn cua minh, va tir do giiip gia tang
gia tri ket qua (Bagozzi & Dholakia, 2006).


KINH TE

Jo cho khai ni^m hanh vi tham gia ciia KH gim
8 biin cho 2 thanh to chia se thong tin va hdnh
vl trach nhiem, dugc ki thira tir Yi & Gong
(2013). Thang do gia trj cam nhan gdm 8 biin
cho 2 thanh td ffd tri kit qud va gid tri qud trinh
dugc sii dung dua vao Hau &Thuy (2011).
5. Kit qua
Miu dir lieu dugc thu thap tir 320 sinh
vien. Trong dd nO chiim 54.1% va nam chiim

45.9%, vdi thdi gian theo hgc tai tnrdng tit 1 5 nam. Trong dd, phan ddng la sinh vien nam
3 (44.4%), ki din la sinh vien nim 2 (29.4%)
va sinh vien nam 4 (21.9%) vdi hai khdi nganh
kinh ti/quan ly (50%) va ky thu»t (50%).
S.l. Bdnh gid va ggn lpc thang do
Cac thang do dugc danh gia so bd bang
phan tich nhan to kham pha EFA va do tin cjy
Cronbach's alpha. Sau khi lo?i 1 biin (do chia
se thong tm) do he sd tai thip, cac biin quan
sat dat yeu ciu dugc tiep ttic dua vao kiem
dinh chinh thiic vdi CFA tren phin mira
AMOS. Theo do, bin thang do don hudng vcri
15 biin dugc udc lugng CFA. Ket qua cho
thiy cac biin quan sat cd gia tri skewness tit 0.901 din -0.195 va Kurtosis tti -.237 din
1.127 nen dugc xem la khdng vi pham dang kl
vi phan phoi chuin (Kline, 1998). Sau khi loai
tiip 3 biin (do hanh vi trach nhiem, gia tri qua
trtnh va gia trj kit qua) do cd tuong quan cao
giiia cac sai sd (error covaried), udc lugng ML
(Maximum likelihood) cho kit qua nhu sau:
Chi-square = 75.23; d ^ 48; p=0.000; GFI 0.964, CFI=0.985, TLI= 0.980 va RMSEA =
0.042. Do vay, md hinh thang do phii hgp vdi
Nhu dugc trinh bay Uong Bang 1, thang dir lieu thuc te.

Diiu nay cang dugc thi hien ro trong
ITnh vuc dao tao dai hgc, bdi thdi gian tham
gia vao qua trinh dich vu dao tao cua sinh vien
la rit dai (4-5 nam). Khi dd, nhimg kinh
nghiem, thdng tin, ky nang tich luy dugc tit
viec hgc tap cac mdn hgc trudc do cd tac dgiig

din kit qua cua cac mdn hgc ke tiep va cudi
ciing la kit qua tit nghiep cua sinh vien. Chinh
vi thi, gia thuyit sau dugc hinh thanh:
H5: Gid tri qud trinh cd tdc dong lich
cue din gid tri kit qud ciia sinh vien.
4. Phu-ong phap
Md hinh va cac gia thuyet dugc kiem
dinh theo phuong phap dinh lugng vdi co mau
ldn. DO lieu dugc thu thap tai 4 trudng d
TP.HCM, gdm 2 trudng cdng lap la DH Bach
Khoa va Hgc vien Cong Nghe Buu Chinh
Viln Thdng co sd TP.HCM, va 2ttudngngoai
cong lap la DH Cong Nghe Sai Gdn va DH
Nguyin Tit Thanh. D6i tugng khao sat la sinh
vien i%i hgc cac khda. Bang cau hdi dugc phat
true tiip tji cac ldp hgc theo phuong phap lay
mlu phi xac suit (dinh miic - Quota). Viec lay
mlu phi xac suit nay dua tren phuong phap
luan bac bd ly thuyit (theoretical falsification)
cua Kari Popper. Theo dd, chi ddi hdi ddi
tugng tham gia vao miu nghien ciru dugc lua
chgn sao cho miu khao sat diim bao phuong
sai dil ldn di test gia thuyit xem cd bj bac bd
hay khdng. Ndi each khac, viec test cac gia
thuyit nhim hudng tdi viec khai quat hda quan
he nhan qua, chir khdng phai de khai quat hda
cac kit qua thing ke ve quan he nhan qua
(Calder et al., 1981, p. 200).

Bang 1. Ket qua danh gia thang do

Khai niem va bien quan sat
Hanh vi trach nhiem CR=0.80

He s6 tai
chuan hoa

AVE=0.5S

Tgi lap hoc. toi nghiem tuc thuc hien cdc yeu cdu do GV mon X neu ra

Logi bo

Toi nghl minh da hgp tac rat tot vol GV mon X

0.706

Toi CO y thuc lam cho viec giang day cua GV mdn X hieu qua hon

0.819

Sau cac budi hoc. toi nghiem tuc thuc hien cac yeu cdu bai lam d nha cua GV mon X

0.695

Chia se thong tin

CR= 0.78

AVE=0.54

Khi gap piidi nhimg vdn de cd nhdn dnh huong ldn den viec hoc (benh, viec gia dinh. cdc
tru&ng hop dot xual...), loi tlmong trinh bdy vdi GVmon X

Loai bo

Sovijitieiii'?


TAP CHl KHOA HOC TRLTONG DAI HOC MO TP.HCM - SO 3 (42) 2015
He so tai
chuan hoa

Khai ni?m va bien quan sat
Tdi chu dgng cho GV mdn X bidt khi tdi khdng hidu bai giang

0.744

Tdi hdi true tiep (hoac email) vdi GV mon X ve nhiJng vdn de lien quan tdi viec hpc

0.705

Khi thdy can thidt, toi dua ra cac dd nghj vdi GV dd viec hoc mon X tot hem

0.758

Gia tri kit qua

CR=0.85

AVE=0.65

So vdi tien bac, thdi gian va cdng sire da bo ra...
• ••Tdi CO dir^c kien thde xiing ddng tic viic theo hgc mon X

Logibo

.. .Kien thirc ma tdi nhdn dugc tit viec hoc mdn X co gia tri cao

0.828

.. .Kdt qua hpc mdn X cho tdi lgi ich md tdi mong mudn

0.754

...Qua mdn X. toi hpc dugc nhiSukiSn thirc rdt hun ich

0.841

Gia trj qua trinh CR= 0.88
AVE = 0.70
So vdi tien bac, thdi gian va cong sue da bo ra...
.. .Tdi cdm thdy vui ve trong qua trinh hpc mdn X

0.867

.. .Tdi CO nhirng Uai nghidm thii vi khi hpc mon X

0.893
0.749

...Hpc mdn X giiip tdi cam thdy tu tin hon trong qua trinh hoc
...HQC mdn Xgiiip tdi cdm thdy plidn khdi hon trong ligc tdp cac mon tiip theo
Do tin cdy tdng hgp CR dao dpng tir
0.78 d^n 0.88 nen cac thang do dat dp tin cay.
He sd tai chuan hda (standardized loadings)
ciia cac bi^n tir 0.70 din 0.89 (Bang 1); va
phucmg sai trich ciia cdc thang do (AVE) dao

Logi bo

ddngtir 0.54 den 0.70 nen thang do dat gia tri
hdi tu. Gia tri AVE ciia cac thang do ldn ban
binh phuang he so tuang quan giu-a cac khai
niem tuang irng nen cac thang do dat dp gia tri
phdn biet (Bang 2).

Bang 2. Do gia tri phan biet cua cac thang do
Hanh vi trach nhiem Chiase thong tin

Gia tri ket qua

Hanh vi trach nhiem

0.55

Chia se thong tin

0.393

Gia tri kit qua

0.343

0.257

0.65

Gia tri qua trinh

0.271

0.288

0.551

Gia tri qua trinh

0.54

0.70

Ghi chu: Gid tri phia ^^^d' dudng cheo tlie hien binli phieang he so tuang quan giiea cdc khdi niem, cdn
gid tri ngay tren dudng clieo Id gid in phuang sai trich A VEMl)

5.2. Kiim dinh mo hinh cdu trdc
Md hinh cdu triic dugc udc lugng theo
phuang phap ML. Cac chi sd phu hgp ciia md
hinh nhu sau: Chi-squarB=75.23; df=48; p=0.000;

Chi-quare/di^l.57;

GFI-0.964;
CFl-^.985;
TTI=0.980 va RMSEAK).042. Nhu vay, md liinh
cau tnic phii hgp vdi du lieu thuc t^.


KINH Tf
Bang 3. He s6 irdc lu'gng chuan hoa
Gia
thuyet

Udc
luong
chuan
hoa

Quan he

HI

Chiase thong tin

H2

Hanh vi trach nhiem

H3

Chia se thong tin

H4

Hanh vi trach nhiem

H5

Gia tri qua trinh

~> Gia tri qua trinh
^ Gia tri qua trinh
^ Gia tri kk qua
-> Gia trj ket qua
-> Gia tri ket qua

Ket qud thong ke d Bang 3 cho thay cdc
gia thuyet HI, H2, H4, H5 dugc ung hp, cdn
H3 bi bde bo vdi muc p<0.05. Theo do, chia se
thong tin tac dgng tich cue den gid tri qua trinh
(P^O.35; p-0.003) va khong eo tac ddng true
ti6p d6n gid tri kk qua (P=0.02; p=0.867).
Hanh vi trach nhiem tdc dpng tich cue dfin cd
gia tri qua trinh lln gid tri k^t qud vdi he sd P
ldn lugt la 0.30 (p-0.011) va 0.26 (p=o!o04).
Cudi cimg, gid tri qua trinli co tac dpng manh
den.gia tri kk qud vdi he s6 p=0.59 (p=0.002).
6. Thao luan va ket luan
Hdm y ve mgt ly thufit
Vdi k8t qua tim thdy, nghien euu nay
cung cdp nhflng cu lieu cu thd \t vai trd cua
hai loai hdnh vi tham gia ciia KH vao qua trinh

thuc hien dich vu de ciing tao ra gia tri. Vdi
bdi canh cua ngdnh dich vu ma sir tham gia
cua khach hang Id bdt bupc nhu dich vu dao
tao, nghien cim nay cho thdy viec KH can phai
bd ra th6m cac ngudn luc khac ngoai tien nhu
viec chil dgng phdi hgp, chia se thdng tin vdi
nha eung cdp la di^u cdn thigt. Ddy la tign dk
khdng thg thigu de hg cd thg nhdn dugc lgi ich
day du, chinh xdc tir cac nhd cung cdp dich vu.
Noi chinh xac han, nha cung cdp djch vu chi
ddng vai trd tao cdc digu kien tdt nhdt (value
facilitator) dg KH tao sinh gid tri djch vu
(value creator). Ddy chinh la tinh thin cdt loi
cua quan diem marketing trgng dich vu (S-D
logic) mdi ndi len gdn ddy (Vargo & Lusch
2004; Gronroos, 2008).
Kgt qua nghien ciru eho thdy cac thanh
td cua hanh vi tham gia (g6m chia se thong tin
va hanh vi trach nhiem) co tac ddng tich cue
den gia tri cdm nhdn cua KH (bao gOm gia tri

P

Ket qua
kiem dinh
gia thuyet

0,35

0,003

Chap nhan

0 30

0.0 il

Chap nhan

0.02

0,867

Bac bo

0 26

0.004

Chap nhan

0.59

0.002

Chap nhan

qua trinh vd gia tri ket qua) theo each true tilp
hoac gian tiep. hoac ca hai. Them vao do, voi
trudng hgp cua djch vu dao tao la loai dich vu

ma qua trinh thuc hien tuang doi dai. kgt qua
cdn cho thay vai tro rat quan trgng ciia gia tri
qua trinh. Ngoai viec tu than no la mpt loai gia
tri cho KH (gia tri ngi tai va gia tri ngoai bieu).
gia tri qua trinh con gop phan quan trong tao
nen gia tri ket qua cuoi cimg trong dao lao.
Dieu nay hoan toan tuang ung vdi gpi y mai
day cua Mustak & ctg. (2013) vg moi quan he
giua gid tri qua trinh va gia tri ket qua.
Dir lieu nghign ciiu con cho tha>' hanh vi
trach_ nhiem ciia KH cd anh hudng den ca gia
tri ket qua va gia tri qua trinh. rigng hanh vi
chia se thdng tin chi co (ac dpng dgn gia tri
qua trinh. Nhu vay. tir gdc nhin marketing djch
vy, nghien ciru nay mpt lan nila khang djnii
rang trong dao tao. hpc vien la trung tam ciia
toan bg qua irinh. Su tham gia tich cue va tii
giac cua hp khdng chi mang lai gia tri cu6i
cimg cho ban tlian hp. ma con cho doanli
nghiep, nhu cac nghign ciru trudc da chi ra.
Mat khde, can luu y la kgt qua thuc nghiem
cho thdy viec hoc vien chia se thong tin voi
gidng vign trong qua trinh hoc khong co anh
hudng tryc tiep den gia tri kgt qua (gia thuyet
HI bj bde bo) khong cd nghta la hanh vi tham
gia nay la vd nghTa vdi dich vu dao tao. Thuc
ra, viec chia se thong lin giua hgc vien va
giang vien sc giiip cho qua trinh tuong tac va
phdi hgp nguon luc ciia hai phia duoc toi uu
ban (Gummesson & Mele. 2012). chang han

nhu giiip giang vien higu dugc dieu kien hpc
tap va muc dp hieu bai ciia hpc vien, \'a dieu
chinh each giang da}' hgp ly hon. giup cho qua


TAP CHf KHOA HOC TRU'ONG DAI HOC MO TP.HCM - S 6 3 (42) 2015
trinh hgc tap cua hgc vien hieu qua ban. chu
ban thdn viec (thay dieu chinh bang chia se) do
khdng mang d i n kign thuc tdt hem trong ket
qua ddu ra cudi ciing (outcome value).
Hdm y quan tri d6i v&i ngdnh ddo tgo
dgi hgc:
Ve phia sinh vien (khach hang), nghien
cuu da chi ra sy tac ddng tir viec tich cyc chu
dgng tham gia hgc tap den kgt qua dau ra va sy
tac ddng ciia gia tri qua trinh len gia tri kgt
qua. Vi vay, sinh vien trong qua trinh hgc tap,
neu mudn dat dugc ket qua nhu mong dgi thi
viec tich cyc, sieng nang hgc tap va phdi hgp
tdt vdi gidng vign Id dieu cdn thiet. Trong qua
trinh bgc tap, ngodi tuan thii cdc yeu cdu ma
giang vien neu ra, sinh vien cdn phat huy tinh
chu ddng: manh dan dat cdu hdi, san sang neu
len y kien ciia minh nham giup cho qud trinh
tuong tac giita gidng vien va sinh vien thuan
lgi, giang vien biet dugc miic do hieu bai cua
sinh vien va cd nhung dieu chinh thich hgp.
Ve phia nha trudng/ngudi day, cdn quan
niem ro rang va nhat quan ve vai trd ciia ngudi
thdy Id hudng ddn vd tao dieu kien de sinh vien

hgc tap, khdng phdi dan gian la ngudi "ban
giao" kien thuc. Thdy can phai dat muc tieu va
bigt each lam cho trd tham gia vdo qua trinh
hgc tap va cam nhdn gia tri cua qud trinh nay

59

mdt each tdt nhdt. vi no cung Id mot tien dg ca
ban cho gia tri kit qua cudi ciing. Cdn quan
niem qua trinh dao tao 4-5 nam d trudng nhu
la mdt lign kgt chign lugc (strategic alliance)
giua thdy va trd. Trong dd, sy no lyc dung
each cua ca hai phia la hgt sue can thigt. Su
thanh c6ng cita trd cung chinh la sy thanh cdng
cua thay va nguge lai.
Nghien cuu nay da dua ra dugc nhung
ket qua cd y nghia. Tuy vay, ciing khdng tranh
khdi nhung han chg nhat dinh. Thir nhat Id kha
nang khdi quat hda kgt qud tim thay. Nghien
cim chi dya tren mdt nganh djch vu dao tao
vdi nhtmg dac thii rigng ciia no, trong khi ban
chat cua cdc loai dich vu la rdt da dang. Vi
vay, cdn co nhung nghign cuu md rpng trgn
cac loai dich vu khac dg co dugc ket ludn tdng
quat han. Thir hai, ygu td gia tri van hda va gid
tri ca nhan trong quan he giita ngudi hgc
(khach hang) va ngudi day (nha cung cap dich
vu) cung la mgt van dg co the dugc xem xet
trong cac nghien cuu tigp theo. Cuoi ciing, cac
nghign cuu tigp theo ciing co thg kham pha cac

yeu to tao ddng luc cho sy tham gia tich cyc
va tu nguygn ciia KH, ciing nhu cac yeu td
nguon lyc can co ciia KH dg cho qua trinh
tham gia vdo dich vu la cd hieu qua cao.

Nghien cuu ndy duac tdi trg bdi Dai hoc Quoc gia TP. HCM Irong khuon kho di ldi B201-1-20-02

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