Đánh giá sự hài lòng của sinh viên về chất lượng dịch vụ đào tạo tại trường đại học Hùng Vương TP. HCM

i






NGUYN HNG VÂN


ÁNH GIÁ S HÀI LÒNG CA SINH VIÊN
V CHNG DCH V O TO TI
NG I HC HÙNG VNG TPHCM




Chuyên ngành : Qun tr Kinh doanh
 ngành: 60340102

 



 2013

i



L

          


nào khác.

 








ii






L 

Trc ht, tôi xin cm n Ban Giám  Trng i hc K
     các Th Cô  tham gia
ng  và trang b   cho tôi trong toàn khóa 
Tôi xin chân thành c n       
-      tình giú  và ng
dn tôi trong toàn khóa 
Tôi xin chân thành  n Tin     ni 
tn tình g  giúp tôi hoàn thành này.
Tôi  xin cm n Lãnh  Nhà Trg,   
   ca Tng i hc Hùng Vng TP.HCM ã 
 tôi trong vi
         
  -   các   ca Tng i hc Hùng
Vng TP.HC cp tài liu, s

Sau cùng, tôi xin chân thành  n    
          
à 

Trân ng,








iii



 





Cronin & Taylor,
            
(



 









     o       

ng TPHCM 



iv



ABSTRACT
This study aims to determine the factors affecting student satisfaction and
student satisfaction measurement of service quality training of Hung Vuong University
HCMC. Since then offer solutions to improve student satisfaction of quality training
services, help promote the school has done and overcome limitations to increasingly
better serve students
This thesis uses the service quality scale SERVPERF (Cronin & Taylor, 1992,
led by Thongsamak, 2001) derived from the well-known SERVQUAL scale (1985:
1988, Nguyen Dinh Tho et al, 2003) to measurequality training services through the
dependent variable is the satisfaction of students, research subjects are regular students
of Hung Vuong University HCMC.
Test results show that the scale reaches the value and reliability allow
theoretical models consistent with market information and the most accepted theories.
Analysis results show that, compared with the original model proposed, only five
factors that affect student satisfaction with the quality of training services at Hung
Vuong University HCMC is the material basis; understanding of the school;
confidence level in the school; employees and the level of satisfaction of the school.
Including facilities and empathy are the most students underestimate weighted the
same time the most important impact of student satisfaction.
From these findings, the authors have proposed solutions to further enhance
student satisfaction on service quality training of Hung Vuong University Ho Chi
Minh City as the construction of facilities; buildingmanagement team, teaching staff;
construction and renovation programs, improve the level of satisfaction of the school
and improve the management.
Subject help for Hung Vuong University of HCMC to determine the important

factors affecting student satisfaction, so that the investment direction and proper
development.
v



 i
 ii
 iii
Abstract iv
 v
 ix
 x
 xi
 1
1. 1
2.  2
 3
4.  3
 4
 4
 C 5
1.1  5
 5
 5
 6
 6
 6
 10
 11

 13
 13
 15
 16
vi

 16
 17
 18
1.
 18
 19

 21

 24
 24
 24
 25
 25
 27
 28
 29

29
 29
 30
 32
2.2.3 Thang  33
 33

 37
 38
 38
 40
 40
 43
vii

 43
 44
 48
 49
3.5 PHÂN  50
 50
 50
 51
 53
 56
 57
3.6.1 Khoa  57
 58
 60
 60
 61
4.2. 61
 64
 65

 66
 66

 66
 67
 67
 68
 68
 68
 69
viii

 69
 69
 70
 70
 70
 70
 71
 72
 72
 72
 72
 73
 73
 73
 74
 74
 75
 78


ix






 : 
CA : Cronbach Alpha
CBNV : - nhân viên
GV : 
CFA : Confirmatory Factor Analysis
DU_LICH : Khoa Du lch
 : 
EFA : Exploratory Factor Analysis
KT-KT : Khoa K toán - Kim toán
N-NGU : Khoa Ng ng
QTKD : Khoa Qun tr Kinh doanh
QTBV : Khoa Qun tr bnh vin
SV : Sinh viên
SERVQUAL : Service Quality - Thang o  ng dch  c

a
Parasuraman
và cg  1985
SERVPERF : Service Performance - Thang o ch ng ch v bin
th

thang o ch lg ch v SERVQUAL
TP.HCM : 

TCNH : Khoa Tài chính  Ngân hàng





x



ng 2.1  26
Bng 2.2 - -2011 27
 2011 28
 30
 32
 38
 39
 39
 39
 40
 43
 45
 47
 48
 51
 52
 53
 54
 54
  56

 60


xi




DANH M
 1.1  9
 17
 19
 20
Hình 2. 31
Hình 3.1 Mô hình nghiên cu hiu chnh 49
 57











1



1.Lý
Cho luôn là v quan tri hc
hic bit quan tâm, khi mà B Giáo dnh vii
mi qun lý giáo di h to s i mi toàn din giáo dc
i hc và phát trin quy mô phm bo cho. Sinh viên
ng trc tip cn phn
phn hi ca sinh viên v s i vi cho có m
nhlà mt kênh thông tin quan trng và khách quan, góp ph
cho hin tng có nhng s u chnh hp lý
ng tu ci hc và nhu cu xã h
ch a B Giáo do v ving dn t chc ly ý
kin phn hi t i hi vi hoo.

 
n


 


 


 



2




p


nay.
g  

ng 

, 


               
 ánh giá 

,  
  ,
 hi
sinh viên 
 


 

2. 
 
 
3

 
 
 
3. 
 
 T
4. 







, 

 
 



 
sinh viên 
          


 0.
Thang   


4

khám phá EFA sau cùng m
quy .

  hài lòng







N

               
SERVPERF  
6.



  TPHCM
 Phân tích 

5




1.1 


1.1.1.1
[1]
Trong cuc sg ngày nay  rt nhiu hot ng trao i c gi
chung là dch v và ngc li dch v bao m rt nhiu các loi hình hot ng
và nghip v trao i trong các lnh vc và  cp  khác nhau. ã có nhiu
khái nim, nh ngh v dch v nhng  có hình dung v dch v trong
nghiên cu này,tham kho mt s khái nim dch v c bn.
             
(Zeithaml và Bitner, 2000).


- 
 (Gronroos,1990).




 (Quinn & ctg, 1987).
Tóm li, có nhiu khái nim v dch v c phát biu i nhng góc
khác nhau nhng nhìn chung thì dch v là hot g có ch ích nhm áp
ng nhu cu nào ó ca con ngi, 

 c im ca dch v là không tn ti  dng sn phm c th (hu
hình) nh hàng hoá nhng nó phc v trc tip nhu u nht nh ca xã hi.

6

1.1.1.2 





[2]

viên, sinh viên- - sinh



















1.1.2.1 
Xut phát  nhng quan im cht lng trong nh vc sn xut ca
nhng nm 1930, trong nhng thp kgn ây, cht lng dch v ã c xác
7

nh nht yu  cnh tranh có tính chin lc. Cht lng dch v là mt
phm trù rt rg và phc tp, phn ánh tng hp các ni dung kinh t, k
thut và xã hi. Do tính phc tp ó nên hin này có rt nhiu khái nim khác
nhau v cht lng, có thnhn thy, tùy theo hng tip cn mà khái nim cht
lng c hiu theo các cách khác nhau, mi cách hiu u có c s khoa c
nhm gii quyt mc tiêu, nhim v nht nh trong thc t. Mt vài chuyên gia
v cht lng ã nh nghcht lng dch v nh sau:
Theo ISO 8402, cht lng dch v là Tp hp các c tính ca mt i
tng, to cho i tng ó kh nng tha mãn nhng yêu cu ã nêu ra hoc
tim n. Có th hiu cht lng dch v là s tha mãn khách hàng c o
bng hiu s gia cht lng mong i và cht lng t c. Nu cht lng
mong i thp hn cht lng t c thì cht lng dch v là tuyt ho, nu
cht lng mong i ln hn cht lng t c thì cht lng dch v không
m bo, nu cht lng mong i bng cht lng t c thì cht lng dch
v m bo.
[14]
Theo Feigenbaum Cht lng là quyt nh ca khách hàng da trên kinh
nghim thc  i vi sn phm hoc dch v, c o lng da trên nng
yêu cu ca khách hàng, nhng yêu cu này có th c hoc không c nêu
ra, c ý thc hoc n gin ch cm nhn, hoàn toàn ch quan hoc mang
tính chuyên
môn và luôn i din cho c tiêu ng trong t th trng nh
tranh.
[16]




.





8

-1984;
Lehtinen & Lehtinen -1982; Lewis & Booms -1983; Sasser, Olsen & Wyckoff 







Theo nhóm tác gi Bùi Nguyên Hùng và Nguyn Thúy Qunh Loan
(2010), i khách hàng thng cm nhn khác nhau v cht lng, do vy vic
tham gia ca khách hàng trong vic phát trin và ánh giá cht lng dch v
là rt quan trg. Trong nh vc dch , cht lng là t hàm ca nhn
thc khách hàng. Nói t cách khác, cht lng dch v c xác nh da vào
nhn thc, hay cm nhn ca khách hàng liên quan n nhu cu cá nhân ca 
[15]

Còn theo Parasuraman et al (1985:1988, dn theo Nguyn inh Th et
al, 2003), cht lng dch v là khong cách gia s mong i ca khách hàng và
nhn thc ca h khi ã s ng qua dch v. Ông c xem là nng ngi u
tiên nghiên u cht lng dch vt cách c th và chi tit trong lnh vc tip
th vi vic a ra mô hình 5 khong cách trong cht lng dch v (hình 1.1)
Khong cách (1) là sai bit gia k vng ca khách hàng và m nhn ca
nhà cung p dch v v k vng ó. S din dch k vng ca khách hàng khi
không hiu thu áo các c trng cht lng dch v, c trng khách hàng to

ra sai bit
này.

Khong cách (2) c to ra khi nhà cung cp gp các khó khn, tr
ngi khách quan ln ch quan khi chuyn các kvng c cm nhn sang các
tiêu chí cht lng c th và chuyn giao chúng úng nh k . Các tiêu
chí này trthành các thông tin tip th n khách hàng.
Khong cách (3) hình thành khi nhân viên chuyn giao dch v cho khách
9

hàng không úng các tiêu chí dã nh. Vai trò nhân viên giao dch trc tip rt
quan trg trong to ra cht lng dch v.
Khong cách (4) là sai bit gia dch v chuyn giao và thông tin mà khách
hàng nhn c.
Thông tin này có th làm tng k g nhng có th làm gim cht lng
dch v cm nhn khi khách hàng không nhn g nhng gì ã cam kt.
Khong cách (5) hình thành  s khác bit gia cht lng cm nhn và
cht lng k vng khi khách hàng tiêu th dch v. Parasuraman et al. (1985)
(dn theo Nguyn inh Th et al, 2003) cho rng cht lng dch v chính là
khong cách thnm. Khong cách này li ph thuc vào 4 khong cách trc.

Thc cht vic m bo và nâng cao cht lng dch v là gim và xóa b
các khong cách theo mô hình cht lng dch v ( Hình 1.1)
Qua các nh ngh nêu trên, có th nhn thy vn  tip cn khái nim
cht lng dch v là mc  áp ng nhu u, s mong mun ca khách hàng là



10

xu th
ca các chuyên gia v cht lng trong giai on hin nay. Theo quan im
ó cht
lng dch v có nng c im sau:
- Cht lng là s tha mãn nhu cu ca khách hàng, nu mt sn
phm dch vnào ó không thhin c s áp ng nhu cu ca khách hàng
thì c xem là có cht lng kém.
- Do cht lng c o lng bng mc  tha mãn nhu u, mà nhu
u luôn bin g nên cht lng cg luôn bin ng theo thi gian,
không gian và iu kin s dg.
- Nhu cu ca khách hàng có th c công b rõ ràng di dng
các quy nh, tiêu chun nhng cg có nhng nhu cu mà khách hàng cm
nhn c trong và sau khi kt thúc quá trình s dng.





1.1.2.2 


 




(
o)
[2]
- 
         




11

- 



.
- 



- 


 

cao.
- 




- 
Theo q



không.




12









Theo Tracy Chao, Tami Saj & Felicity Tessier,

2006)




              
(













13










1.1.3.1 
 



Parasuraman & ctg (1985) (        là

 





 






