Mối quan hệ giữa sự hài lòng và truyền miệng tại các trung tâm anh ngữ ở TP HCM

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f)~I HOC
ouoc
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em
MINH
TRU'ONGD~I HOC KINH TE -LU!T
TRU'ONG D~ HOC NHA TRANG
HQI THAO KHOA HQC
.>:
HANH
VI
TIEU DUNG
Mal
TRONG -
CONG DONG ASEAN
-co
HOI
vA
• •
•
THAcHTHUC
NHAxuATBAND~I~QCQu6CG~
THANH PHO. HO CHI MINH - 2015
MUCLUC
.
.
Loi

gioi
thieu
IX
pHANTHUNHAT
LY THUYtT HANH VI vA cAc xu HUONG LVA CHQN TIEU .
DUNG
ThS. Nguyin Minh HiJn
9
Cac ySu t6 anh hu6ng dSn hanh vi sir dung mang xa h9i Facebook t~
Vi~tNam
ThS. Nguyin Ngoc Bicb Tram - TS. Nguyen Thi Mai Trang
M6i quan h~ gitra SlJ hai long va truyen mieng tai cac trung tam Anh
ngfraTPHCM
PGS.TS. Ha Nam Khdnh. Giao - Pham Quang Truong
10
11
Cac ySu t6 cua marketing m6i quan h~ tac d9ng toi SlJ hop tac trong
san xuat kinh doanh: nghien ciru thirc tSill cac nha thfiu xay dung tai
Thanh ph6 H6 Chi Minh
Nguyin Hanli Nguyen Minh - PGS. TSKH Pham Due Chinh
12
Phan tfch cac ySu t6 anh hu6ng toi viec sir dung dich vu du lich tnrc
tuyen cua du khach n9i dia tai thanh ph6 Nha Trang, Khanh Hoa
TS. Pham H6ng
Manh.
Phan khiic thi tnrong du khach n9i dia dSn Nha Trang - Khanh Hoa
TS. Nguyin Van Ngoc
13
14
Giai thfch

Y
dinh chia se tri thirc cua cac doanh nghiep du lich
a
KhanhHoa
TS. H6 Huy tv« -ThS. Than Thuy Linh - ThS. Huynh tn;Ngoc Di?p
15
Tieu dung xanh - xu hu6ng hra chon trong m6i quan h~ d6ng tao gia
tri cho khach hang: phan tfch thuc tS cac san pham d~t tieu chuan
"green products" cua Vinamilk
s.
16
ThS. Trdn Thf Thu Trang
Vai tro diSu tiSt cua su quan tam trong
Iy
thuyet theo du6i muc tieu:
tinh huong an ca cua cac h9 gia dinh
TS. H6 Huy
tv«
17
Cac ySut6 anh lnrong dSn SlJ hai long cua ClJU sinh vien d6i voi ch~t
IUQ'Ilg&0 tao dai hQCcua tnrong dai hQCkinh tSThanh ph6 H6 Chi Minh
Ths.Nguyln Hoang Dilm Huang - ThS.Trdn Thi Cdm Nhung
Cac nhan t6 anh hu6ng dSn kha nang tiSp c~ tin dung chfnh thirc cua
nong \h9tinh An Giang
18
vi
136
154
170
192

205
218
229
247
257
268
ThS.Nguyln Nhan Nhu Ngoc - PGS.TSKH Pham Due Chinn
pHANTHUHAI
TIEU DUNG VA THUONG HI~U sAN pHAM
19
Nhan thirc cua nguoi tieu dung va thai d<)d5i voi nhan hang rieng tai
Vi~tNam
TS. Nguyln
tu
Mai Trang
Tac d<)ngcua tfnh each thirong hi~u d~n long trung thanh cua khach
hang trong linh V\IC xe g~n may
a
Vi~t Nam
TS. Huynh Thanh t» -ThS. Va Thanh Tam
M5i quan h~ giua gia tri thuong hieu va hanh vi mua: tnrong hop san •
pham
ao
sa mi
TS Bid Thi Thanh
Cac y~u t5 anh huang d~n viec hra chon va tieu dung trai cay cua
khach hang tai cac sieu thi
a
TP HCM
ThS. DJ Due

Kha -
ThS. Nguyln Thi
Huyen
Trang-
ThS.
Nguyen
Anh Tudn
Nghien
CUll
sa
thich v6
S\I
hra chon thirc pham cua thanh thieu nien
Vi~tNam
ThS. Vii Thi Hoa
Goi
y
nghien
CUll
tac d<)ngcua trach nhiem.xa h<)id~n hieu qua ti~p
thi cua doanh nghiep - tnrong hop nganh thirc pham tai Vi~t Nam
ThS. Nguyln
tt«
Kim Oanh
Cac y~u £5 anh huang d~n hanh vi sir dung bao di~n nr: nghien
CUll
tnrong hop "tuoi ire online"
VaVan Hoan - PGS, TSKH. Pham Due Chfnh
Tac d<)ngcua quan tri nguon nhan lire toi sir g~ k~t cua nhan vien
voi t6 chirc sir dung lao d<)ng:'nghien

CUll
thuc ti~n tai cong ty c6
phk pin ~c quyMien Nam .
Pham l!6ngDqt .,PGS,TSKH. Pham Due Chfnh
Mire d<)thoa man voicong vi~c trong sir dung nhan luc tai cac ngan
hangthuong mai c6 phk tai tinh d6ng nai
Ths.Nguyl~ Hoang Dilm Huang
S\I thfch irng cong nghe cua nguoilon tu6i: nghien
CUll
tinh hueng
nh~ hrong huuqua the ATM tai TP.Nha Trang
423
285
299
20
310
21
322
22
342
23
353
24
372
25
394
26
411
27
28

vii
viii
\.
ThS. Nguyln Thi Nga - TS. H6 Huy Tuu
PHANTHUBA
TRAODOI THONG TIN - NGHIEN CUU
29
M9t each ti~p c?n va ki~n giai moocho mo hlnh hanh vi khach hang
va thu?t ngft "learning" trong cac giao trlnh marketing danh cho cac
tnrong dai h9C6 Vi~t Nam
TS. Phan Dinh Quy€n
Tac d9ng cua ten goi san pham d~n hanh vi cua nguoi tieu dung khi
lira chon nhan hieu sua mroc tai TP.
H6
Chi Minh
ThS. Trdn Thi
Y
Nhi
447
439
30
154 H9i
tMo
khoa h9c "Hanh vi tieu dung m(Yitrong c9ng dong ASEAN -
CO'
h9i va thach thVc~
MOl QUAN ~ GID A
SV
HAl LONG vA TRUYEN
Mq:NG

T~ cAc TRUNG TAM ANH NGU aTPHCM
PGS.TS Ha Nam Khanh Giao, TruOng f)~i hQCTai Chinh - Marketing
Pham Quang TruOng, Truong Cao ding COngngh~ Thong tin TP. HCM
{Bai
gUi ngay
24/1112014,
Bien t~p va
hoan chinh sUa
chiia
ngay
29/1212014)
T6MTAT
Nghien
cUu nay xem
xet
m6i quan h~ cUa Sl! hili long va truyen mieng (WOM)
cae
trung tam Anh ngu
tai
TPHCM thong qua kJuio sat200 h9C
vien. Nghien
CUllSU
d/:lIlg
thang do cia Raymon (2006), h~ s6 tin cdy Cronbach's Alpha va phdn
ttch. nhiin
t6
kham
pha (EFA), phdn ticb
nhiin
t6 khJng

dinn
(CFA), chuang trinh AMOS, phuong trinh
c6u
true tuyin tinn (SEM).
Kit qua cho tJuiy truyen mieng
khen
ngoi (TMKN) va. himn vi truyJn
mi¢ng
(HVrM) chiu anh. huang mann boi yiu t6 cam kit tinh cdm (CKTC). Sl!
hai
long (SHL)
chiu tac d9ng manb tir chat luong dicb vtl
chtrc
nang (CWVCN) hon la cMt
luong
d;ch
vtl
ley
thuljt(CWVKT); tiip d6 Sl! hai
long
(SHL) se
tac
d9ng true
tiep
va
tidi
cue
din
cam kit ttnb
cdm

(CKTC) va cam kit hy sinh cao (CKHSC), giup cho trung lam
ngoa!
ngu tao
duoc
hinh anh t6t dep trong dim nhdn cua h9C
vien;
ddn din hanb vi tnty~n
'mieng
(HITM) va truyen
mieng
khen
ngoi
(TMKN)
cua
h9C
vien .
. Tir khoa: Sl!
hai
long, truyen mi~~g, noon t6 khdng dinh, mo
hinh. cdu
true
tuyin
tinh,
trung tam ngoai ngii.
1.
KHATQuAT
Hien nay, nhu cAuhoc ngoai ngfr tang cao, ngiroi hQCtir du moi thanh
phfuI
xii
h¢i

va dQ tu6i, m6i ngiroi c6 mQt muc dich khac nhau, da s6 trung thanh voi muc tieu
Dang
cao kha nang Anh ngfr, mQt s6 ban tre dua nhau nhu mQt trao luu 56 lirong trung
tam
Anh ngfr tai TPHCM rAtnhieu, phong phu, da dang, Website cua Phong T6 chirc can
b¢-
Sa
Giao due va Daotao TPHCM cho thAyhi~n c6 341 trung tam ngoai ngfr, 47 trung ~
ngoai ngfr va van h6a ngoai gio, 94 trung tam ngoai ngfr va tin hoc, 101 trung tam ngo~
ngfr - tin hQC- van h6a ngoai gio. Nhu v~y, t6ng cong c6 tAtca 583 trung tam day ngO{U
. ngir; voi s6luQ'llg hoc vien hoc ngoai ngfr len d€n hon 750.000.
. Cac trung tam d€u c6 nhirng each thirc d€thu hut hQC.vien khac nhau, nhu ~g
bao, phat
to'
roi, quang cao online, thi€t k€ bien hieu b~t mM; nQi dung quang cao
tW
Trvemg D{li h9C Klnh t~ - Lu~t
&
TfU'cmg D{li h9C Nha Trang
155
trung vao giao vien ban dia, h9C phi hop
19,
co
sa
v~t ch~t, trang thi~t bi hien dai, phuong
phap giang day tien ti~n Thi tnrong day Anh ngtr tai TPHCM dang canh tranh rAtgay
g~t; ngiroi h9C luon om trung tam day c6 ch~t hrong, dang tin va gia ca phai chang, trong
khi nhieu h9C
vien
lai

bi
loi k60 boi nhtmg chinh
sach
mi€n giam h9C phi, qua t~g
V6i
viec
bung n6
cua
mang xa h9i hien nay,
cac
h9C
vien
c6 th6 chia
se
kinh
nghiem sau khi tham
du
m9t kh6a h9C;di~u nay
tac
d9ng r~t nhi~u d~n vi~c lira
chon
trung tam Anh ngfr cua hQCvien cfmg nhu viec tai ghi danh h9C ti~p Anh van
a
dp d9
caohon.
2.
CaSOLYTHUYETVAMOHlNHNGHIENCUu
CrY
sa
ly

thuyit
.Truyen mieng (WOM) (Word-of-mouth) la thong tin lien lac
Oa
diroc xac dinh la
khong chinh thirc, thong tin tir ngiroi nay sang ngiroi khac v~ m9t thuong hieu, san pham,
.t6 chirc, ho?c dich vu ma xay ra trong m9t CU9Cgiao ti~p phi thuong mai (non-
commercial communication) (Harrison-Walker, 2001), va nguoitiep nh~ (ngiroi tieu
dung) cho rkg hmh tlnrc truyen thong nay c6 anh huang
1611
lion d~n SlJ hra chon cua
ngiroi tieu dung hon so voi cac hinh thirc giao ti~p khac (Murray, 1991; Day,1971). Th~t
v~y,'m9t s6 nghien ciru
Oa
dinh hrong rmrc d9 anh huang cua WOM vi cho rfutg hi~u
qua g~p 9 IAnquang cao trong chuyen d6i khuynh huong khong thi~n chi sang thai d9
tfch ClJC(Day, 1971). V6i nhtrng ti~n b9 cong nghe, d?c bi~t la trong Iinh VlJCthong tin
lien lac di~n nr, pham vi anh hirong cua WOM
Oa
tang len dang k6, cho th~y SlJquan tam
1611
d~n hlnh thirc truyen thong nay va tac d9ng cua n6 tren k6t qua thi tnrong.
Cac nha nghien ciru cfing
Oa
phat hi~n ra rfutg rmrc d9 anh huang WOM len quy~t
dinh sir dung dich vu cua nguoi tieu dung Ia.lon hon nhi~u so voi mire d9 anh huang khi
rnua cac san pbfun hilu hlnh (Murray & Schlacter, 1990; Bristor, 1990). Bansal & Voyer
(2000) cho clng SlJkhac bi~t nay phat sinh tir tfnh vo hinh (intangibility) cua dich vu, tao
ra nhtmg kh6 khan trong vi~c dua ra so sanh truce khi mua. WOM duoc coi la khach
quan va dang tin c~y, ngiroi tieu dung c6 xu hirongdua nhieu hon vao hlnh tlnrctruyen
.thong nay khi dua ra quyet dinh mua dich vu (Bansal & Voyer, 2(00). Va, rmrc d9 anh

huang WOM v~ SlJ hra chon cua ngiroi tieu dung khac nhau qua nhtrng dich vu khac
.nhau (Bansal & Voyer, 2000; Still& ctg, 1984). Thi tnrong
day
Anh ngfr tai TPHCM c6
nii ro cao, nhir v~y tac dQng WOM la hi6n nhien.
Cac nghien
cuu
tnroc v~ WOM thuong ki6m tra ket qua cua WOM (Reinartz &.
Kumar, 2002) ho?c SlJhinh thanh cua n6 (Harrison-Walker, 2(01), ~ay xem xet cac ti~n
156 H9i tMo khoa h9C "Himh vi tieu dung m(Yi trong c9n9 dong ASEAN -
CfY
h9i va thach
tnoc:
dS (antecedent) cua hoat dC)ngWOM va d~c bi~t la anh hu6ng cua
SlJ
hai long (Hanison
&
Shaw, 2004; Maxham & Netemeyer, 2002; Wirtz & Chew, 2002; Blodgett& ctg,
1993) va ch~t hrong dich vu (Harrison-Walker, 2001; Boulding &ctg, 1993) vS cac
hoar
dC)ngWOM.
Harrison - Walker (2001) Qa kiem tra nh~ thirc vS ch~t hrong dich vu cua nguOi
tieu dung va c~ k~t cua ho voi nha cung cfrp dich vu cho ho. MC)ts5 nha nghien ciru
(Brady & Robertson, 2001; Soutar & McNeil, 1996; Cronin & ctg, 2000; Parasuraman&
ctg, 1985) da tim th~y m5i lien h~ giira ch~t lirong dich vu nhan tlnrc cua nguoi tieu dung
va
SlJ
hai long cua ho, trong khi Bone(1992) datim th~y m6i quan h~ giirasir hai long cua
ngiroi tieu dung va cac heat dC)ngWOM. Do d6, cac nghien ciru gfuI day hon cho phep
kiem tra m5i nrong quan gitra cfru tnic cua cac tiSn dS, hinh thanh mC)tma hinh toan dien

hon vS
SlJ
hinh thanh WOM.
MC)ts5 nghien ciru tnroc sir dung cac thang do cua cac cfru tnic nhan t5 (Harrison
& Shaw, 2004; Fullerton & Taylor, 2002; Brady & Robertson, 2001), cho th~y rang do
hrong gia tri d~c tnmg nhu tfnh hieu qua cua quan
19
bi han ch~. Cac nghien ciru hien nay
aa
virot qua di~m y~u nay bkg each lam theo dS nghi cua Gronroos (1984), ch~t hrong
dich vu cfuI diroc danh gia tren hai khia canh, doIa nhtrng gi khach hang nhan duoc (chat
hrong
ley
thuat- technical quality) va lam th~ nao khach hang nh~ diroc n6 (chat hrong
chirc nang- functional quality). WOM diroc xem xet nhu la mC)tcfru tnic hai chieu, voi
hanh vi truyen mieng (WOM· Activity) va truyen mieng khen ngoi (WOM Praise
dimensions).
2.1 Mo hinh nghlen ciru
Raymond (2006) xay dung mo hinh nghien ciru vS tac dC)ngcua
SlJ
hai long d€n
hanh vi truyen mieng (Hinh 1) dira tren co
sa
tiSn dS cac
19
thuyet neu tren, va day cling
chinh la ma hinh nghien ciru dS nghi cua nh6m tac gill.
3. THVC Hq:N NGHrEN CUu
3.1 M8u nghisn
CUll

Cuoc khao sat duoc thuc hien trong nam 2014, 300 bang cau hoi tnrc ti~p
aa
dugc
phat fa, k~t qua thu vS 250 bang, sau khi ki~m tra
sa
bC),50 bang bi loai do khong dap
irng diSu kien, con lai 200 bang dtroc su dung cho phan tfch (Bang 1).
TrU'cyngf)~i h9C Kinh
td -
Lu~t
&
TfU'cyngf)~i h9C Nha Trang
157
Chat hrong
dich vu
,/
I
Chdt hrong
( dich vu leY
\ thu?t
~/
(Ngu6n Raymond, 2006)
Hlnh 1:
Mo
hlnh
me
dQng cua s,! hai long d~n hanh vi truy~n mi~ng
Bang 1. J)~e di~m m§u
Gi6i tinh
SangtrOi

TYIH%)
Nfr 131 65,5
Nam
69
34,5
T~ngcQng
200
100,0
DQtu~i
SangtrOi
TYIH%)
Dum 18
tu6i
91
45,5
-
Tir 18 - 25
tu6i
95
47,5
Tir 26 - 35
tu6i
11
5,5
Tren 35
tu6i.
3
1,5
T~ngcQng 200
100,0

Trung tam Ngo~i Ngfr
sa
ngtrOi
TYlf(%)
VUS
35
17,5
YOLA
27 13,5
ACET 13 6,5
158
H91tMo khoB h9C "Himh vi tieu dung m(Yi trong C9n9 dang ASEAN -
CO'
h91 va thach thiFc"
DlIO'IlgMinh
30
15,0
SEAMEO 22
11,0
Anh van D~ hQCSu pham 16
8,0
!LA 38
19,0
EQUEST 19 9,5
TAngcQng
200 100,0
Thoi gian hQC~i Trung tam
s6ng.roi
TYIH%)
Du6i 3 thang

77
38,5
Tir 3 - Dum 6 thang 45 22,5
Tir 6 - Dum 12 thang
31
15,5
Tir 12 thang tro len
47 23,5
TAngcQng
200 100,0
(Ngu6n:
khao sat
thuc
d
cUa
nhom
Me
gia]
3.2 Ki~m
dinh thang do
Vi~e kiem dinh thang do theo nguyen tikbi~n e6 h~ s6
nrong
quan bien - tAng nho
"han 0,3 se bi loai, thang do phai e6 dQtin e~y Cronbaeh's Alpha tir 0,6 tro len (Nunnally
& Burnstein, 1994).
Bang 2. K~t qua h~sa Cronbach's Alpha
SIT
Ten- noon cdc nhdn
t6
Cronbach's

TU'O'Dgquan bi~n -
alpha
tAng nho nhOt
1
Hanh vi truyen rnieng (HV1M)
0,768
0,468
2 Truyen mieng khen ngoi (fMKN)
0,771
0,569
3
Carn k6t tinh earn (CKTC)
0,864
0,408
4
Cam k6t hy sinh cao (CKHSC)
0,842 0,510
5
St,r
hai long
(Sill )
0,851 0,629
6
ChAt hrong dich vu chirc nang (CLDVCN)
0,741 0,543
7
ChAt hrong dich vu
Icy
thu~t (CLDVK1)
0,794 0,439

(Ngu6n: tinh
todn cUa nhom tdc
gia)
Bang 2 eho thdy
t&
ca cac thang do e6 th~ sir dung vao phan tfch nhan t6 kham pha
EFA.
TnFlmg D{JI h9C Klnh te - Lu~t
&
TIlJ'Otng D{JI h9C Nha Trang
159
3.3 Phan tfch nhan
t8
kham pha
Phan tfch nhan t6 kham pha (Exploratory Factor Analysis- EFA) duoc ti6n hanh
theo phirong phap trfch Principals axis factoring k6t hop voi phuong phap xoay Promax.
K6t qua phan tfch EFA cho thang do Hanh vi truyen mieng va Truyen mieng khen
ngoi cho thAy t6ng phirong sai co kha nang giro thfch duoc cua mo -hinh dat 53,096%
.t6ng bien thien cua m~u khao sat, 2 nhan t6 duoc trich tai gia tri eigen 1,007. Chi s6
KMO dat 0,712 va gia tri ki€m dinh mire
y
nghia Sig dat 0%, nhimg chi s6 tren hoan toan
thoa di~u ki~n, mo hinh phan tfch nhan t6 kham pha dat SlJthfch hop cao trong phan tich.
Hai nhan t6 c6
y
nghia g6m:
TruyJn rni?ng khen ng(1i
duoc hinh thanh tir 3 bien quan
sat, Hanb
vi truyJn rni?ng

diroc hlnh thanh tir 2 bi6n quan sat
K6t qua phan tfch EF A cho thang do Carn k~t tinh earn va Carn k6t hy sinh cao cho
thAy t6ng phirong sai c6 kha nang giro thfch diroc cua mo hmh dat 53,465% t6ng bien
thien cua m~u khao sat, 2 nhan t6 dugc trfch tai gia tri eigen 1,659. Chi s6 KMO ~t
0,903 va gia tri kiem dinh rmrc
y
nghia Sig dat 0%, nhtrng chi s6 tren hoan toan thoa di~u
kien d€ mo hinh phan tfch nhan t6 kham pha dat SlJthfch hop cao trong phan tfch. Hai
nhan t6 co
y
nghia g6m: Cam kit
tinh
dim duoc hlnh thanh tir 7 bien quan sat,
earn
kit
hy sinh cao ducc
hinh thanh tir 5 bi~n quan sat
K6t qua phan tfch EFA cho thang do SlJ hai long cho thAy nhan t6 nay dugc giu
nguyen, t6ng phirong sai c6 kha nang giro thfch duoc cua mo hlnh dat 59,337% t6ng bi~n
thien cua m~u khao sat, nhan t6 diroc trfch tai gia tri eigen 2,767. Chi s6 KMO d~t 0,788
.va gia tri ki€m dinh rmrc
y
nghia Sig d~t 0%, nhirng chi s6 tren hoan toan thoa di~u kien
d~ mo hlnh phan tfch nhan t6 kham pha d~t str thfch hop cao trong phan tfch. MQt nhan t6
c6
y
nghia la
S(l'
hili
long diroc hlnh thanh tU4 bi~n quan sat

K~t qua phan tfch EFA cho thang.do ChAtluongdich
V1,l
chirc nang va kY thU?t cho
thAy t6ng phirong sai c6 kha nang giro thfch diroc cua mo hlnh dat 50,894% tbng bien
thien cua m~u khao sat, nhan t6 duoc trfch tai gia tri eigenvalue
130
1,26. Chi s6 KMO ~t
0,788 va gia tri ki€m dinh mire
y
nghia Sig dat 0%, nhtrng chi 86 tren hoan toan thoa diSu
ki~n d€ mo hlnh phan tfch nhan t6 kham pha d~t SlJ thfch hop cao trong phan tfch.Hai
nhan t6 duoc hlnh thanh la:
ChOt
luvng
djch
V{l
chm: niing
duoc do hrong bkg 4 bi~n
quan sat,
,chOt
ltamg
dich
V{l
kY thu(it
duoc do hrong bkg 3 bi~n quan sat
3.4 K~t qui SEM
K~t qua phan tfch nhan t6 kh~g dinh (Confirmatory Factor Analysis- CFA) cho
thAy,mo hinh d~ diroc de)nrong thfch voi du li~u thi tnrong cao voi cac chi s6 nhu: Chi-
160 H9i th;}o khoa h9C "Himh vi tieu diJng mCYitrong c9n9 dong ASEAN -
CCY

h91 va thti~h tnoc"
square
=
582,587, b~c tu do df
=
328, GFI
=
0,910, TLI
=
0,896 va CFI
=
0,910 (Bentler
& Bonett, 1980). D6ng thoi, Chi s6 Chi-square hieu chinh (Chi-square/dt) d?t 1,776
(Carmines & McIver, 1981) k~t hQ'Pvoi RMSEA
=
0,062 (Steiger, 1990) cho thfry, dfr
lieu phu hQ'Pcho tnrong hQ'Pnghien ciru.
0.9
a~'o
0"2
0.'13
01 ••
5
••
0 ',6
0.'17
0 ,8
0."9
020
0.2'1

~
Q22
as
0.6
0.7
7
'0'1
~
=
.40
2
034
'1
035
or
'1
036
,38
=8
=9
030
03'1
=3
=4
=5
"
026·
Chi-squares =.582 587; P=.OOO; d~28;
Chi-squaresJcff='1I .•776;
GFt=.9"10; TLf=.896; CFI=.9"10;

RMSEA 062
CKTC
CKHSC
.=


.=
CLOVCN
SHL
(Nguon: Kit qua phdn tich cua nh6m tac
giG)
(Ngu6n: Kit qua phiin ticb cua nhom tac gia)
Hinh 2. K~t qua phan tich CFA
Kiem dinh h~ s6 nrong quan giira cac khai niem (cac nhan t6) cho thfry, tfrt ca cac
h~ s6 nrong quan cua cac khai niem dSu nho hon 1, c6 y nghia thong ke, Vi v~y, cac khai
niem tren dSu dat duoc gia tri phan bi~t (Steenkamp
&
Vantrijp, 1991).
K~t qua uoc hrong cho thfry mo hinh ly thuyet kha phu hQ'Pvoi dfr lieu thi tnrong
the hien qua cac chi s6: Chi-square voi b~c t\C do la 340, xac sufrt la 0% dat gia tri
607,525, GFI dat 0,905, TLI dat 0,894, CFI d~t 0,905 va RMSEA dat 0,063. Nlnr vay, c6
the k~t luan, mo hinh ly thuyet phu hQ'Pva c6 the dung dS kiem dinh cac m6i quan h~
duoc
leYvong
Oa
neu.
Trwng EJ{lih9c Kinh t~ - Lu~t
&
TTlFcyngEJ{lih9C Nha Trang
161

Chi-squares =607,525; P=,OOO;df=340;
Chi-squares/df=1,787;
GFI=,905; TLI=,894; CFI=,905;
RMSEA=,063
(Nguon: Kit qua phdn tich cua nh6m lac gia)
Hinh 3. K~t qua ki~m dinh mo hinh
Bang 3. K~t qua mf hinh SEM (h~
s8
chua chu§n hoa)
Malquanh~
H~sa
uO'C
S.E.
C.R.
P
Giii thuy~t
K~tlu~n
-
ltn;mg
Slll
<
CLDVKT
0,367
0,092 4,015 0,000
HI
Chsp nhan
Slll
<
CLDVCN 0,579
0,090 6,442 0,000

H2
Chfrp nh~n
CKTC
<
Slll
0,883
0,094 9,406 0,000
H3
Chap nhan
CKHSC
<
Slll
0,601 0,105 5,702 0,000
~
Chfrpnh~n
HVTM
<
CKTC
0,602 0,137 4,386 0,000
Hs
Chfrpnh~n
TMKN
<-
CKTC 0,922 0,114 8,078 0,000
~
ChfrpnMn
TMKN
<
CKHSC 0,184
0,081 2,266 0,023

H7
Chap nh~n
HVTM
<
CKHSC 0,167 0,125 1,333 0,183 H
g
Bach<'>
(Ngu6n:
Kit
qua
phdn ticli
coo nhom
tdc gid)
162 H91 thao khoa h9C "Hanh vi tieu dung m{Yi trong C9n9 clang ASEAN -
CO'
h91 va thBch thil'c"
K~t qua troc hrong cho thay cac m6i quan h~ HI, H
2
,
H
3
,
14, Hs,
Ift;,
va H7 trong
mo hinh nghien ciru, thong qua bang h~ s6 h6i quy chua chuan h6a, d~u diroc chap nh~,
rieng
H,
khong c6
9

nghia th6ng ke. Do d6, gia thuyet Hs se bi bac b6 nham
IDl)C
dich la
hieu chinh
1~
mo hinh nghien ciru phu hop
.hon.
K~t qua uoc hrong cho thay
IDa
hinh
19
thuy~t sau khi hieu chinh kha phu hop voi
dfr li~u thi tnrong thS hi~n qua cac chi s6: Chi-square voi b~c
tv
do la 341, xac suat la 0%
.dat gia tri 609,023, OF! d~t 0,905, 11 1dat 0,895, CFI d~t 0,905 va RMSEA dat 0,063.
Chi-squares =609,023; P=,OOO; df=341;
- Chi-squaresJdf=1,786;
GFI=,905; TLI=,895; CFI=,905;
, RMSEA=,063
(Ngu6n: Kit qua
phdn
tieh cua nhom tile gia)
Hinh 4: K~t qua SEM cua
mo
hlnh
Iy
thuy~t sau khi hi~u chinh
Bang 4: K~t qua
mo

hlnh SEM sau khi hi~u chinh (h~sAehua chu§n hoa)
Maiquanb~
H~S& u6'c
S.E.
C.R.
P
Gbi thuy~t
K~tl~n
hrqng -
SHL
-
CLOVKT 0,367
0,092 4,009 0,000
HI
cMpnh~
SHL
-
CLOVCN - 0,580
0,090 6,442 0,000 H2
Ch~nh~n
CKTC
-
SHL
0,882-
0,094
-9,403
0,000
H3
~nh~
CKHSC

-
SHL
0,602 0,105 5,715 0,000
H4
Chapnh~n
HVTM
-
CKTC
0,706 0,119 5,950
0,000
H5 Chapnh~n
Tl1J'6Ing
EJ'11
h9C Kinh
te - Lu~t
&
Tl1I'lYng
EJ'11
h9C Nha Trang
163
TMKN
-
CITC
0,930
0,115 8,108 0,000 H6
Ch~pnh~n
TMKN
-
CKHSC
0,175

0,081 2,162 0,031 H7
Ch~p nh~n
. (Ngu6n: Kit qua
phiin tidi
cUa
llh6111
tac
gid}
Cac m6i quan h~ duoc kiem dinh va chfrp nhen cac gift thuyet g6m
HI, H
2
,
H
3
,
H4,
Hs,
H,
va
H7
c6 th~
duoc cu
th~ h6a nhir sau:
Gift thuyet
HI
duoc
chdp nh~ (f3=O,367,p<O,05): earn nh~ cua hQCvien
vS
Chdt
luong dicb

v¥
kY thud: tai trung tam Anh ngii'
cang cao
thi
Sl!
hili long
cua h9C vien cang
cao.
Gift thuyet
H2
duoc
chfrp nhan (f3=O,579, p<o,05): earn Dh~ cua h9C vien
vB
Chdt
luong dicb
v¥
chtec nang tai trung tam Anh ngii
cang cao
thi
Sl!
hili long
cua hQCvien
cang cao.
Gift thuyet
H3
dirccchap
nhan (f3=O,883, p<o,05):
Sl!
hili
long

cua h9C vien t~
trung tam Anh ngu cang cao
thi
se thiic dAy
Cam kit tinh cdm.
Gift thuyet H4 duoc chfrp nhan (f3=O,60I, p<o,05):
Sl!
hili long
cua h9C vien tai
trung tam Anh ngu cang cao
thi
se thiic dAy
Cam kit hy sinh cao.
Gift thuyet
H,
dugc chfrp nh~ (f3=O,602,p<o,05):
Cam kittinh cdm
cua h9C vien
tai trung tam Anh ngtr cang cao
thi
se thtic dAy
Hann
vi truyen mieng tfch cue.
Gift thuyet
H,
diroc chfrp nhan (f3=O,922,.p<o,05):
Cam kit tinh cdm
cua h9C vien
tai trung tam Anh Dgfrcang cao
thi

se thuc dAy
Truyen mieng khen ngoi.
Gift thuyet
H7
diroc chfrp nhan (f3=O,184, p<O,05):
Cam kit hy sinh cao
cua h9C
vien tai trung tam Anh ngtr cang cao
thi
se thuc dAy Truyen mieng
khen ngai.
Bang 5: H~
sA
U'O'clU'<1DgchuAn
hoa
H~
sa
trO'C
IUVngcb~n boo
SIlL
-
CLDVKT
0,355
SIlL
-
CLDVCN 0,595
CKTC
-
SIlL
0,907

CKHSC
-
SIlL
0,574
HVrM
-
CKTC
0,497
1MKN
-
CKTC
0,798
TMKN
-
CKHSC
0,162
(Nguon: Kit qua phiin
tfell
cua nhom tdc
gia)
164 H9i thao khoa h9C "Himh vi lieu dung m{Yi ;rong c9n9 dong ASEAN -
CO'
h9i va thSch tiurc"
K6t qua iroc hrong cac h~ s6 h6i quy Qachuan h6a cho thay: y6u t6 ch~t hrong dich
vu chile nang
tac
de)ng d6n sir hill.long manh hon y6u t6 ch~t hrong
dich
vu
Icy

thuat
(0,595>0,355);
Su
hill.long c6
tac
de)ngmanh d6n Carn k6t tinh earn hon so
voi
Carn k6t
·hy sinh cao (0,907>0,574); Carn k6t tinh earn
tac
de)ng manh d6n Truyen mieng khen
ngoi hon so
voi
Harm vi truyen mieng.
4. KET LU~
vA HAM
Y
QuAN
TRJ
4.1.K~t
lu~n
Nh6m tac gia da ti6n hanh phuong phap phan tfch nhan t6 kham pha (EFA), phan
tfch nhant6 khang dinh (CPA) d€ do hrong cac khai niem ch~t IUQ'Ilgdich vu chirc nang,
·ch~t hrong dich vu kg thuat, sir hill.long, cam k6t tinh earn, cam k6t hy sinh cao, truyen
mieng khen ngoi va hanh vi truyen mieng. K6t qua cho th~y cac thanh phfuI cua thang do
darn bao duoc de)tin cay va de)gia tri, c6 th€ duoc sir dung
a
cac trung tam Anh ngfr
a
TPHCM, va co kha nang cao trong viec v?n dung

a
Vi~t Narn.
Trang mo hlnh c~u tnic tuyen tfnh (SEM), truyen mieng khen ngoi (1MKN) va
hanh vi truyen mieng (HVTM) d~u chiu anh huang r~t manh boi y6u t6 cam k6t tinh earn
·(CKTC) (trong s6 h6i quy chuan h6a dat lfuIhrot la 0,798 va 0,497).Sl,l' hill.long
(Sfll.)
cua hQCvien tac de)ng manh d6n cam k6t tinh earn (CKTC) (h~ s6 h6i quy chuan h6a lil
0,907); Sl,l'hill. long
(Sl-Il.)
chiu tac d9ng manh ill ch~t hrong dich vu chile nang
(CLDVCN) hon la ch~t hrong dich vu
Icy
thuat (CLDVKT) (h~ s6 h6i quy chuan h6a lfuI
hrot Ia 0,595 va 0,355). Su hill.long (SHL) tac de)ng tnrc ti6p va tfch cue d6n earn k6t tinh .
earn (CKTC) va cam k6t hy sinh cao (CKHSC), gitip trung tam Anh ngfr tao duoc hinh .
anh t6t dep trong earn n~~ cua hoc vien; ill d6 se
dfut
d6n hanh vi truyen mieng
(HVTM) va truyen mieng khen ngoi (TMKN) .cua hQCvien d6i voi trung tam Anh ngfr
mlnh Qa hQC.Do d6, muon tang kha nang v~ harm vi truyen mieng (HVTM) va truyen
mieng khen ngoi (TMKN) cua cac hoc vien mot each hieu qua thi cac trung tam Anh ngfr
dn c6 nhirng chfnh sach tac d9ng d6ng thoi VaGcac nhan t6, nhung theo thir t\l' uu tien
nh~t dinh.
4.2. Cac ham
y
quan tr]
K6t qua phan tfch cho th~y "chat hrong dich vu chirc nang" tac de)ng manh hon
"chat hrong dich vu
Icy
thuat" d6n sir hill.long cua hQCvien, ill d6, tac de)ng d6n Sl,l'cam

·k6t; su cam k6t lai tac de)ng d6n su truyen mieng. V?y, trung tam Anh ngfr cfuI chu trong
uu tien nang cao ch~t hrong dich vu chirc nang,
TrlFcmg
£>{Ji
h9C Kinh
te -
Lu~t
&
TrlFcmg
£>{Ji
h9C Nha Trang· 1q5
Nang cao ChAt hrong djch V1} clnrc nang
Trong nghien
ciru
nay, co 4 bien duoc d€ c~p dSn: trung tam Anh ngir cung dp
dich vu d~t chAthrong cao; nhan vien cua trung tam Anh ngfr cung dp dich vu rAtnhanh
chong; kSt qua dich vu cua Trung' tam Anh ngtr toi dang h9C co th~ sanh ngang voi cac
trung tam t6t nhat ma toi biet; nhan vien cua trung tam Anh ngfr co th~ tra loi tAt ca
nhirng th~c m~c!diu hoi cua h9C vien.
Trung tam Anh ngfr d.n tieu chuan hoa dich vu va qua trmh cung cApva kiem soat
. dich vu, tiSn toi
xay
dung h~ th6ng quan
19
chAt hrong dich vu toan dien voi trong tam la
dam bao chAtluong dich vu va thoa man yeu du cua h9Cvien, cac biroc nhu sau:
Btaic khoi
drlU:
xac dinh SlJ d.n thiet va ap dung phuong phap daub gia chAt
luong dich vu thee mo hinh SERVQUAL

Ta
chu»
bp
ph~n chuyen trdch: d~ chuftn
bi
cong tac t6
clnrc,
xay dung b9
phan danh gia chat hrong
Dao
t{lO
nh~n thtrc va ky niing tip dung phuong phdp: d~ huAn luyen d9i ngfi
chuyen trach chAt hrong voi cac ky nang co ban la xac dinh nhu cAu h9C vien,
tieu chuan hoa dich vu, xay dung chuan nnrc danh gia va each thirc kiem soat
chat hrong
tu« hanh. tieu chudn hoa dich. v{l: d~ co duoc
mot
b9 tieu chuan v€ dichvu,
qua trinh cung dp
va
kiem
soar
chAtIuong
dich
vu
xay dung quy djnh vi ddnh. gid chat ltumg: d~ co
duoc
quy dinh (hay thu
tuc) v€ chuan mire danh gia, each thirc tiSn hanh danh gia (ca daub
gia

noi b9
va
danh gia cua hQC vien)
xay dung Chuang trinli ilfmh gUi hang niim va Ki hoach.danlz giti
c110
mai
lfin iltinh gid: Chuang trmh danh gia hang nam cAn co chu
IcY
daub gia du d~
co th~ danh gia va kiem scat diroc toan dien cac qua trmh va b9 phan co anh
hu6ng d~n chAt hrong, KS hoach danh gia cho m6i dot danh gia cAn xac dinh
cac bang cau hoi, chi ra each thirc tfnh di~m, danh gia va cong viec d.n thirc
hien cho ca chuyen gia danh gia va b9 phan diroc danh gia
Ban hanb va tip dr,mg cdc quy djnh vi dich V{lva iltinh gid dich VII:tiSn hanh
cung cAp song hanh (khong tach roi) voi viec kiem soat chAt Iuongma danh
gia chAthrong dich vu theo SERVQUAL la n9i dung quan trong
166 H9i tMo khoa ht;>c "Himh vi tleu dung m(Yi trong c9ng dong ASEAN -
CO'
h91 va thtiCh thC,c"
Duy tri va em tiin: thuong xuyen danh gia (d~c bi~t la danh gia
ill
h9C vien),
phan tfch k~t qua, ti~p rue cai ti~n ch~t hrong, d6ng thoi, thirc hien tieu
chuan
h6a dich vu va qua trinh saD cho luon phu hop yeu cfru h9C vien.
Nhan vien d6ng vai tro dt quan trong trong qua trlnh tao ra dich vu giao due. Khau
tuyen chon va dao tao nhan vien r~t quan trong, nhan vien phai c6 du Icy nang va ki~n
thirc trong qua trmh trao d6i va tu v~ cho h9C vien. Trung tam ciing phai xay dung cac
quy trinh lam viec hieu qua cho nhan vien, nhu quy trinh tuySn sinh, quy trmh tiSp nhan
va

tra loi th~c m~c cua h9C
vien,
quy trinh quan
19
lap Hu~
luyen
nhan
vien
sir dung
hieu qua cac cong cu dS c6 thS ti~p c?n va tu v~n cho h9C vien nhu online, skype, hot-
line, facebook, forum ciing nhu huan luyen nhan vien v€ cac Icy nang giao ti~p, Icy
nang ban hang, Icynang giai quyet v~ d€
Trung tam dn t6 chirc hu~n luyen dS nang cao nghiep vu cho nhan vien, ap
dung cac quy trlnh quan
19
nhan vien, cac quy trmh quan
19
ch~t hrong ciing nhu ap
dung ERP trong viec quan
19
h9C vien. Trung tam ciing dn c6 ch~ de>hrong thirong
.phu hop voi hieu su~t cong viec cua nhan vien, ty l~ % thu6ng khi dat d~n me>ts6
hrong h9C vien nhat dinh.
~f.i Ben canh
nhtrng
ti~n
Ich
do nhan
vien
cung dp cho hQCvien,

cac
ti~n
Ich
h6 tro
. cho viec h9C ngoai ngff cua hoc vien cfing r~t quan trong. H~ thong phong may vi
nnh,
thu vien, cac tai lieu, giao trinh phu tro ciing nen duoc trang bi dfry du cho h9C vien.
Ngoai gio h9C chfnh, h9C vien c6 thS d~n thu vien dS nr h9C va tu trang bi them. Nhan
vien
trung tam ciing dn c6
kien
thirc v€ tieng Anh
va
Icynang truyen
dat
dS c6 thS h6 tro
h9C
vien,
giup h9C
vien
nang cao
cac
Icy nang nghe n6i d9C vi~t khi d~n thu
vien
h9C
hoac phong
may
vi tinh.
Ngoai gio h9C chfnh kh6a, cac bu6i heat de>ngngoai kh6a ciing r~t c6 fch cho h9C
vien nham giup nang cao cac ky nang cho h9C vien trong qua trinh sir dung tiSng Anh.

Trung tam dn chii 'trong h~ thong giam sat, kiem tra h9C vien, ph6i hop voi gia dinh
trong su6t qua trinh h9C tieng Anh cua h9C vien t~i trung tam, quan tam, cham s6c cac
hQCvien ySu kern, bo h9C, giiip h9C vien dat duoc cac diSm s6 cao trong cac
IcY
thi l~y
cac chirng chi nhu IELTS, TOEFL, TOEle.
Nang cao Chit hreng dieh vy ky thu~t
Nghien CUu cho thay c6 3 bien quan trong diroc danh gia cao trong ySu t6 Ch~t
hrong dich vu chirc nang:' giao vien hu6ng dfut toi each cai thien tieng Anh trong va
ngoai lap; giao vien giup toi nh?n ra uu khuyet diSm cua minh; giao vien dua ra nhtrng
nhan xet lnru Ich d6i voi bai lam tren lap, bai t?P v€ nha va kiSm tra.
,
.
TrLPcmgDfli h9C Kinh
ta -
Lu~t
&
TrLPCyngDfli h9C Nha Trang
167
Giao vien chfnh la khau cu6i cling trong qua trlnh dua dich vu giao due tnrc ti6p
~~~~~~~~~~~~~~~~~~
vu giao due cho hoc vien, giao vien dong vai tro trong viec tao ra kSt qua dich vu dung
voi yeu cAucua nha quan trio .
Vi v~y, khau tuySn chon giao vien
day
Anh van tai cac trung tam Anh ngfr cAnd~t
Ien hang dAu. Phai c6 tieu chuan trong qua trmh tuyen chon giao vien, hien nay mQt s6
trung tam Anh ngfr ap dung tieu chuAn phai c6 chirng chi IELTS 7.0 hose chirng chi CI
(theo chuan Chat! Au), mQt s6 con doi hoi phai c6 ca clnrng chi TESOL (Teachers of
English to Speakers of Other Languages). Ngoai nhirng clnrng chi vS kha nang ngon ngli

va su pham, mQt s6 trung tam Anh ngfr con ap dung quy trlnh tuyen chon g~t gao tUkhau
xet h6 sa, thi tuyen, dSn khau phong vfut, va cu6i cling la day m§u; sau d6 giao vien diroc
thir viec 1 thang, Sau mot thang, trung tam se lfty
9
kiSn phan h6i
ill
hoc vien dS quyet
dinh c6 ti6p tuc cong tac lau dai voi giao vien d6 hay khong.
Ben canh viec tuyen chon dung ngiroi, trung tam cling cAn clni trong giao dung
viec va quan 19 con ngiroi dung each. Trung tam.Anh ngfr phai t6 clnrc
cacbuoi
hufut
luyen nham nang cao nghiepvu cua giao vien, huan luyen cho giao vien vS nQi dung giao
trmh, muc tieu cua trung tam va kh6a hoc, nang cao nghiep vu va c~p nh~t cac phuang
phap giang day moi cho giao vien trong viec day ti6ngAnh. Tir d6,giao vien se c6 them
nhieu phuong phap dS giiip nang cao cac kynang con ySu cho hoc vien.
Cac cong vu h6 tro cho giao vien cling d6ng vai tro rftt quan trong, giup cho viec
.day
cua giao vien duoc hieu qua hon nhu may chieu,
may
vi tfnh, thi6t bi ph6ng thanh
Ngoai ra, trung tam cAn t6 chirc nhtrng hoat dQng ngoai kh6a cho hoc vien va giao vien,
ill
d6 hoc vien c6 co hQi trao d6i nhieu hon voi giao vien vS nhtmg nhu cAucua minh, va
giao vien se conhtrng kS hoach thfch hop dS giiip dO'cho hoc vien .
•
Qua trinh day hoc khong nen khoan 100% cho giao vien, ma phai c6 sir d6ng
tam cua ca trung tam va cac nhan vien khac. M6i trung tam nen c6 it nliAt la mQt
ngiroi chuyen trach vS viec hra chon va soan giao trinh, chuan bi cac tai li~u va bai
t~p cAn thiet cho hoc vien, cling nhir h6 tro giao vien trong vi~c day hoc, cham bai va

kiem tra hoc vien. Trung tam cling cAn dua ra mot quy trlnh day hoc hieu qua cho
giao vien,
ill
khau diem danh, cac hoat dQng ngoai kh6a, bai t~p vS nha va bai kiem
tra cu6i kh6a cho hoc vien.
Khau giam sat, quan 19giang
day
cUngcAn ap dung mQt each ch~t che dS dam bao
quyen loi cho hoc vien, tranh tmhtrang ditr~ vS som hoac nghi thiSu buoi day. Trung
tam nen triSn khai lAy
9
kiSn hQCviengiira kh6a hoc dS c6 nhUng diSu chinh phu hop cho
hocvien, va nhdn xet cu6i kh6a hQcdS c6 nhtmg thaydei cho hoc vien VaG cac kh6a sau .
.
;
«
168
Hi)i tMo khoa h9C "Himh vi
tieu
dung m(Yi trong ci)ng dong
ASEAN -
CO'
h9i va thcich thifc"
Trung tam ngoai ngfr ding dn dua ra cac chfnh sach d~ giaovien tv nang cao trinh
d<)va
Icy
nang cua mlnh, nhu tang hrong hoac thu6ng khi giao vien d?t duoc nhimg
chimg chi cao honve bang cfip, c6 nhtrng chfnh sach thu6ng cho ho khi tY l~ h9C vien
cua m<)tlap tang lenho~c dat tYl~ till ghi danh cao. Ben canh d6, viec quan tam d~n giao
·vien trong nhtrng ngayl8 quan trong la rfit cAnthiet,

ill
d6, phat huy kha nang
nr
nang dp
trmh d<)cua giao vien cfing nhu gift chan ho duoc lau dai.
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'\"