02 nc su hai long hv flc

MC LC

CHNG 1: T VN ............................................................................... 1

1.1 L do chn ti .......................................................................................... 1

1.2 Mc ch, mc tiu nghin cu ca ti .................................................... 1

1.3 Phm vi v i tng nghin cu ................................................................. 2

CHNG 2: TNG QUAN ............................................................................... 3

2.1 L thuyt v s hi lng ca khch hng ..................................................... 3

2.1.1 Khi nim s hi lng ca khch hng .................................................. 3

2.1.2 Phn loi s hi lng ca khch hng .................................................... 4

2.1.3 Ti sao phi lm hi lng khch hng .................................................... 5

2.1.4 Cc nhn t quyt nh n s hi lng ca khch hng ....................... 6

2.2 L thuyt v cht lng dch v ................................................................... 9

2.2.1 Khi nim dch v v cht lng dch v .............................................. 9

2.2.2 Ti sao phi nng cao cht lng dch v ............................................ 10

2.2.3 M hnh cc nhn t quyt nh n cht lng dch v ..................... 11

2.3 Mi quan h gia cht lng dch v v s hi lng ca khch hng ........ 13

2.4 Mt s khi nim ........................................................................................ 14

CHNG 3: PHNG PHP NGHIN CU ............................................. 20

3.1 Tin trnh nghin cu .................................................................................. 20

3.2 M hnh nghin cu v gi thit ................................................................. 22

CHNG 4: O LNG CC NHN T NH HNG N S HI

LNG CA HC VIN ................................................................................... 29

4.1 Phn tch thng k m t ............................................................................ 29

4.1.1 c im ca mu kho st .................................................................. 29

4.1.2 Phn tch cc nhn t nh hng n cht lng o to .................... 31

4.2 Phn tch nhn t (EFA Exploratory Factor Analysis) ............................ 40

4.2.1 Kt qu phn tch nhn t ln 1 ............................................................ 41

4.2.2 Kt qu phn tch nhn t ln cui cng .............................................. 43

4.3 Kim nh Cronbachs Alpha ..................................................................... 46

4.4 M hnh nghin cu tng qut .................................................................... 47

4.5 Phn tch tng quan h s Pearson ........................................................... 47

4.6 Phn tch hi quy ........................................................................................ 49

CHNG 5: KT LUN V KIN NGH ................................................... 55

TI LIU THAM KHO ................................................................................. 57

PH LC ............................................................................................................ 58

Ph lc 1: Bng cu hi kho st ...................................................................... 58

Ph lc 2: Kt qu phn tch nhn t khm ph EFA ....................................... 61

Ph lc 3: Kt qu kim nh Cronbachs Alpha ............................................. 63

Ph lc 4: Kt qu phn tch hi quy ................................................................ 66

K HIU VIT TT

TP.HCM: Thnh ph H Ch Minh

Cc ch & PPNC trong QLXD GVHD: PGS.TS Lu Trng Vn

NHM 1 Trang 1

CHNG 1: T VN

1.1 L do chn ti

o to ngoi ng ni chung v o to ting Anh ni ring c xem nh mt

ngnh dch v, mt hot ng kinh doanh: cc trung tm ngoi ng l doanh nghip

cung cp hng ha dch v, cn khch hng l nhng ph huynh, ngi hc b tin ra

u t v s dng mt dch v m h cho l tt nht. Tuy nhin, khng th nh ng

gio dc vi cc ngnh ngh kinh doanh khc, bi n khng n thun ch l c lng

khch mua va lng ngi bn, m n cn mang mt nhim v cao c l o to nn

nhng con ngi c ch cho x hi, t nc. Chnh v vy, nng cao cht lng gio

dc v o to ting Anh lun l mt trong nhng vn chin lc di hn hng u

trong xu th hi nhp vi th gii ca Vit Nam.

o to ngoi ng khi tr thnh mt ngnh kinh doanh th hot ng ny kh

trnh khi s cnh tranh khc nghit t th trung tm. B cnh tranh i i vi trnh

qun l yu km cng nh vic thiu thc, o c dn n vic ny sinh cc vn

tiu cc trong gio dc o to nh cht lng o to km, hay s xung cp o

c hc ng,... Chnh v vy vic lm th no nng cao cht lng o to l mt

bi ton nan gii t ra cho tt c cc trung tm, trong cht lng o to ting Anh

li cng c quan tm hn khi nc ta ang trong thi k thu ht u t nc ngoi.

o to nhng g x hi cn theo xu th y, nhiu trung tm khng chuyn v

ngoi ng cng pht trin o to thm ting Anh. T khi thnh lp n nay, trung

tm gt hi c nhng thnh tu v vp phi nhng tr ngi nht nh. S hi lng

ca khch hng m c th l hc vin s l bng chng hiu qu nht nh gi cht

lng o to ca trung tm. Nm bt s thit yu ca vn , xut pht t thc tin o

to, ti Nghin Cu S Hi Lng Ca Hc Vin V Cht Lng o To Ting

Anh Ca Trung Tm Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C S

I) c t ra v tin hnh thc hin nhm nng cao cht lng o to i vi

trung tm.

1.2 Mc ch, mc tiu nghin cu ca ti

a. Mc ch nghin cu

- Mc ch trc mt: nh gi mc hi lng ca hc vin v cht lng o to

Ting Anh Ca Trung Tm Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C

S I) v tm hiu mt s yu t tc ng n yu t ny.


NHM 1 Trang 2

- Mc ch su xa: Nhm pht huy nhng th mnh, hn ch nhng im yu trong cng

tc o to, gip h thng kp thi c nhng iu chnh hp l nhm phc v cho cng

tc i mi v nng cao cht lng o to Ting Anh Ca Trung Tm Ngoi Ng Trung

Tm i Hc Bch Khoa TPHCM (C S I)

b. Mc tiu nghin cu

Xc nh mc hi lng ca hc vin n cht lng o to ting Anh ca Trung

Tm Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C S I) qua cc yu t:

Gio vin;

Mi trng hc tp;

Ti liu hc tp;

Chng trnh hc tp;

C s vt cht;

Gi c dch v.

1.3 Phm vi v i tng nghin cu

a. i tng nghin cu

- i tng nghin cu ca ti: S hi lng ca hc vin v cht lng o to Ting

Anh Ca Trung Tm Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C S I)

- Ngun cung cp thng tin: Nhng hc vin hin ang theo hc khi ngnh ngoi ng

ti Trung Tm Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C S I)

b. Phm vi nghin cu

- Thi gian: 3 tun

- Khng gian: Hc vin ca Trung Tm Ngoi Ng Trung Tm i Hc Bch Khoa

TPHCM (C S I)

- S lng khch th kho st: 79 hc vin

- Thi gian thc hin nghin cu ti ch vn vn 3 tun, khong thi gian kh ngn

i su vo nghin cu v phn tch mt ti khoa hc. Bn cnh , vn v chi

ph nghin cu cn rt nhiu hn ch (bi nhm nghin cu l cc hc vin nn cha c

c kinh ph thc hin cc cuc iu tra ln) nn ch nghin cu C s I v cc

lp ting Anh. Mt yu t na, cc hc vin thc hin nghin cu u l cc hc vin

hin cn ang ngi trn ging ng, do trnh cng nh kinh nghim thc t cn

rt nhiu hn ch. Chnh v nhng l do trn ti nghin cu ny ch mang tnh cht

tham kho.


NHM 1 Trang 3

CHNG 2: TNG QUAN

2.1 L thuyt v s hi lng ca khch hng

2.1.1 Khi nim s hi lng ca khch hng

C nhiu quan im nh gi khc nhau v s hi lng ca khch hng. S hi lng

ca khch hng l phn ng ca h v s khc bit cm nhn gia kinh nghim

bit v s mong i (Parasuraman v ctg, 1988; Spreng v ctg, 1996). Ngha l,

kinh nghim bit ca khch hng khi s dng mt dch v v kt qu sau khi dch v

c cung cp. C th nht, s hi lng ca khch hng l tm trng, cm gic ca khch

hng v mt cng ty khi s mong i ca h c tha mn hay p ng vt mc trong

sut vng i ca sn phm hay dch v. Khch hng t c s tha mn s c c

lng trung thnh v tip tc mua sn phm ca cng ty.

Mt l thuyt thng dng xem xt s hi lng ca khch hng l l thuyt K

vng Xc nhn. L thuyt c pht trin bi Oliver (1980) v c dng nghin

cu s hi lng ca khch hng i vi cht lng ca cc dch v hay sn phm ca

mt t chc. L thuyt bao gm hai qu trnh nh c tc ng c lp n s hi lng

ca khch hng: k vng v dch v trc khi mua v cm nhn v dch v sau khi

tri nghim. Theo l thuyt ny c th hiu s hi lng ca khch hng l qu trnh nh

sau:

(1) Trc ht, khch hng hnh thnh trong suy ngh ca mnh nhng k vng v

nhng yu t cu thnh nn cht lng dch v m nh cung cp c th mang li

cho h trc khi cc khch hng quyt nh mua.

(2) Sau vic mua dch v v s dng dch v ng gp vo nim tin khch hng

v hiu nng thc s ca dch v m h ang s dng.

(3) S tha mn i n s hi lng ca khch hng chnh l kt qu ca s so snh

hiu qu m dch v ny mang li gia nhng g m h k vng trc khi mua

dch v v nhng g m h nhn c sau khi s dng n, s c 3 trung tm

hp:

S hi lng c xc nhn nu hiu qu ca dch v hon ton trng

vi k vng ca khch hng;

S tht vng nu hiu qu dch v khng ph hp vi k vng, mong i

ca khch hng;


NHM 1 Trang 4

S hi lng nu nh nhng g h cm nhn v tri nghim sau khi s

dng dch v vt qu nhng g m h mong i v k vng trc khi

mua dch v.

2.1.2 Phn loi s hi lng ca khch hng

- Theo mt s nh nghin cu c th phn loi s hi lng ca khch hng thnh 3 loi

v chng c s tc ng khc nhau n nh cung cp dch v:

Hi lng tch cc (Demanding customer satisfaction): y l s hi lng mang

tnh tch cc v c phn hi thng qua cc nhu cu s dng ngy mt tng ln

i vi nh cung cp dch v. i vi nhng khch hng c s hi lng tch cc,

h v nh cung cp s c mi quan h tt p, tn nhim ln nhau v cm thy

hi lng khi giao dch. Hn th, h cng hy vng nh cung cp dch v s c

kh nng p ng nhu cu ngy cng cao ca mnh. Chnh v vy, y l nhm

khch hng d tr thnh khch hng trung thnh ca doanh nghip min l h

nhn thy doanh nghip cng c nhiu ci thin trong vic cung cp dch v cho

h. Yu t tch cc cn th hin ch, chnh t nhng yu cu khng ngng tng

ln ca khch hng m nh cung cp dch v cng n lc ci tin cht lng dch

v ngy cng tr nn hon thin hn.

Hi lng n nh (Stable customer satisfaction): i vi nhng khch hng c

s hi lng n nh, h s cm thy thoi mi v hi lng vi nhng g ang din

ra v khng mun c s thay i trong cch cung cp dch v ca doanh nghip.

V vy, nhng khch hng ny t ra d chu, c s tin tng cao i vi doanh

nghip v sn lng tip tc s dng dch v ca doanh nghip.

Hi lng th ng (Resigned customer satisfaction): nhng khch hng c s

hi lng th ng t tin tng vo doanh nghip v h cho rng rt kh doanh

nghip c th ci thin c cht lng dch v v thay i theo yu cu ca

mnh. H cm thy hi lng khng phi v doanh nghip tha mn hon ton nhu

cu ca h m v h ngh rng s khng th no yu cu doanh nghip ci thin

tt hn na. V vy, h s khng tch cc ng gp kin hay t ra th vi

nhng n lc ci tin ca doanh nghip.

- Cn c vo cc tng lp khc nhau ca h thng kinh doanh tiu th:

S hi lng i vi doanh nghip

S hi lng v sn phm, dch v


NHM 1 Trang 5

S hi lng v nhn vin

S hi lng v hnh nh v Mi trng

Trong cc phng din hi lng ca khch hng th s hi lng v sn phm v dch

v l c bn nhng cng khng v th m coi nh nhng kin nhn xt nh gi ca

khch hng v cc phng din khc.

- Cn c vo cc giai on pht trin khc nhau trong qu trnh mua, c th phn loi s

hi lng ca khch hng thnh 4 loi nh sau:

S hi lng trc khi mua

S hi lng trong khi mua hng

S hi lng khi s dng

S hi lng sau khi s dng.

Nh vy, chi khi suy ngh ton din v nhu cu ca khch hng, ta mi c th to ra

c cm gic hi lng hon ton khch hng.

2.1.3 Ti sao phi lm hi lng khch hng

Trong Mi trng cnh tranh ngy cng gay gt, mt doanh nghip mun tn ti v

pht trin th s hi lng cao ca khch hng l nhng g m mt doanh nghip cn

phn u t c, l cch tt nht thu ht v gi c khch hng. S hi lng

cng nh gi tr mong i ca khch hng thng thng qua (1) kinh nghim mua hng

hay s dng dch v trong qu kh; (2) thng tin truyn ming t nhng ngi thn, bn

b tng s dng sn phm, dch v; (3) nhu cu c nhn; (4) li ha ca doanh nghip

i vi khch hng. Mt ngi khch hi lng vi vic mua hng thng k tri nghim

tt y vi vi ba bn b ca h, nhng nu khng hi lng th ngi y s k chuyn

khng hay vi c chc ngi khc.

S hi lng ca khch hng tr thnh mt yu t quan trng to nn li th cnh

tranh. Mc hi lng cao c th em li nhiu li ch bao gm:

(1) Lng trung thnh: khch hng c mc hi lng cao s tin tng, trung thnh

v yu mn doanh nghip.

(2) Tip tc mua thm sn phm: khi mua mt mn hng bt k khch hng s ngh

n cc sn phm ca doanh nghip lm h hi lng u tin.

(3) Gii thiu cho ngi khc: mt khch hng c mc hi lng cao s k cho gia

nh v bn b v sn phm v dch v ca doanh nghip.


NHM 1 Trang 6

(4) Duy tr s la chn: c mi quan h mt thit vi lng trung thnh, yu t ny

cho thy khi khch hng hi lng vi sn phm, dch v ca doanh nghip, h c

tm l t mun thay i nhn hiu khi chng c cng mt chc nng.

(5) Gim chi ph: doanh nghip tn t chi ph hn phc v mt khch hng c

mc hi lng cao so vi mt khch hng mi.

(6) Gi cao hn: khch hng c mc hi lng cao sn sng tr nhiu hn cho sn

phm dch v m doanh nghip cung cp.

2.1.4 Cc nhn t quyt nh n s hi lng ca khch hng

a. Cht lng dch v

Ch s hi hi lng ca khch hng bao gm cc nhn t (bin), mi nhn t c

cu thnh t nhiu yu t c th c trng ca sn phm hoc dch v. S hi lng khch

hng c nh ngha nh l mt s nh gi ton din v s s dng mt dch v hoc

hot ng sau bn ca doanh nghip v y chnh l im ct li ca m hnh CSI (m

hnh ch s hi lng ca khch hng). Xung quanh bin s ny l h thng cc mi quan

h nhn qu xut pht t nhng bin s khi to nh s mong i (expectations) ca

khch hng, hnh nh doanh nghip v sn phm, cht lng cm nhn (perceived

quality) v gi tr cm nhn (perceived value) v sn phm hoc dch v km theo

n cc bin s kt qu ca s hi lng nh s trung thnh (customer loyalty) hay s

than phin ca khch hng (customer complaints).

Hnh 1. M hnh ch s hi lng khch hng ca M

(American Customer Satisfaction Index ACSI)

S mong i

(Expectations)

Cht lng cm nhn

(Perceived quality)

S trung thnh

(Customer loyalty)

S than phin (Customer complaints)

S hi lng ca khch

hng (SI)

Gi tr cm nhn

(Perceived value)


NHM 1 Trang 7

S mong i (Expectations)

Th hin mc cht lng m khch hng mong i nhn c, cc thng s o

lng s mong i gn lin vi nhng thng s ca hnh nh v cht lng cm nhn

ca sn phm v dch v. y l kt qu ca kinh nghim tiu dng trc hoc thng

tin thng qua nhng knh truyn thng i vi sn phm hoc dch v. Trn thc t,

mong i cng cao th cng d c kh nng dn n quyt nh mua nhng mong i

cng cao th kh nng doanh nghip tha mn khch hng cng kh.

Cht lng cm nhn (Perceived quality)

Cht lng cm nhn c th hiu l s nh gi ca khch hng khi s dng dch v

c cung cp bi doanh nghip, c th l trong hoc sau khi s dng. D dng nhn

thy, khi s mong i cng cao th tiu chun v cht lng cm nhn ca khch hng

i vi dch v ca doanh nghip s cng cao v ngc li. Do vy yu t ny cng chu

tc ng ca c yu t s mong i.

Gi tr cm nhn (Perceived value)

Cc nghin cu v l thuyt cho thy, s hi lng ca khch hng ph thuc vo gi

tr cm nhn ca hng ha v dch v. Gi tr l mc nh gi/ cm nhn i vi cht

lng sn phm so vi gi phi tr hoc phng din gi tr khng ch bng tin m

khch hng tiu dng sn phm . Gi tr dnh cho khch hng l chnh lch gia tng

gi tr m khch hng nhn c v tng chi ph m khch hng phi tr v mt sn

phm/ dch v no .

S trung thnh (Loyalty) v S than phin (Complaints)

S trung thnh v s than phin l hai bin s cui cng trong m hnh v mang tnh

quyt nh n s tn vong ca doanh nghip trong tng lai. S trung thnh c o

lng bi nh tip tc mua, lng tin v s gii thiu vi ngi khc v sn phm v

dch v m h ang dng. Ngc li vi s trung thnh l s than phin, khi khch hng

khng hi lng vi sn phm dch v so vi nhng mong mun ca h. S trung thnh

ca khch hng c xem nh mt ti sn ca doanh nghip, v vy, cc doanh nghip

cn phi to ra s hi lng i vi khch hng, nng cao s trung thnh ca h i vi

cng ty.

Ni tm li, trong m hnh ch s hi lng ca M (ACSI), gi tr cm nhn chu

tc ng bi cht lng cm nhn v s mong i ca khch hng. Khi , s mong

i ca khch hng c tc ng trc tip n cht lng cm nhn. Trn thc t, khi


NHM 1 Trang 8

mong i cng cao, c th tiu chun v cht lng cm nhn ca khch hng i vi

sn phm cng cao hoc ngc li. Do vy, yu cu v cht lng sn phm v dch v

cung cp cho khch hng cn phi m bo v c tha mn trn c s s hi lng ca

h. S hi lng ca khch hng c to thnh trn c s cht lng cm nhn, s mong

i v gi tr cm nhn, nu cht lng v gi tr cm nhn cao hn s mong i s to

nn lng trung thnh i vi khch hng, trung tm hp ngc li, y l s phn nn

hay s than phin v sn phm m h tiu dng.

b. Gi c dch v

nh hng ca gi c n s hi lng ca khch hng

Gi c l hnh thc biu hin ng tin ca gi tr hng ha v dch v c xc

nh da trn gi trsdng v cm nhn ca khch hng v sn phm, dch v m mnh

s dng.

Khch hng khng nht thit phi mua sn phm, dch v c cht lng cao nht

m h s mua nhng sn phm, dch v em li cho h s hi lng nhiu nht. Chnh v

vy, nhng nhn t nh cm nhn ca khch hng v gi v chi ph (chi ph s dng)

khng nh hng n cht lng dch v nhng s tc ng n s hi lng ca khch

hng (Cronin v Taylor, 1992).

Trong nhiu nghin cu v s hi lng ca khch hng trc y, tc ng ca yu

t gi c t c ch n so vi cc tiu ch khc (Voss et at., 1998). Tuy nhin, cng

vi s cnh tranh ngy cng mnh m ca th trung tm v cc thay i trong nhn nh

ca khch hng v sn phm, dch v, cc nh nghin cu xc nh rng gi c v s

hi lng khch hng c mi quan h su sc vi nhau (Patterson et al., 1997). Do ,

nu khng xt n nhn t ny th vic nghin cu v s hi lng khch hng s thiu

tnh chnh xc.

Quan h gia lng gi c, gi tr v gi c cm nhn

Khi mua sn phm, dch v, khch hng phi tr mt chi ph no i li gi

tr s dng m mnh cn. Nh vy, chi ph c gi l gi c nh i c c

gi tr mong mun t sn phm, dch v. Nu em lng ha gi c trong tng quan

gi tr c c th khch hng s c cm nhn v tnh cnh tranh ca gi c l tha ng

hay khng. Ch khi no khch hng cm nhn cht lng dch v (perceived service

quality) c c nhiu hn so vi chi ph s dng (perceived price) th gi c c xem

l cnh tranh v khch hng s hi lng. Ngc li, khch hng s t ra khng hi lng


NHM 1 Trang 9

v cm thy mnh phi tr nhiu hn so vi nhng g nhn c v gi c trong trung

tm hp ny s tc ng tiu cc n s hi lng ca khch hng.

y l mi quan h gia lng gi c, gi tr v gi c cm nhn. Tuy nhin, chnh

gi c cm nhn mi l nhn t tc ng n s hi lng ca khch hng. C th lng

gi c b ra nhiu hn so vi gi tr nhn c nhng khch hng cm nhn nh th l

hp l th h vn s hi lng v ngc li. Trong nghin cu v mi quan h gia gi c

cm nhn v s hi lng khch hng, Varki v Colgate (2001) cng chng minh rng

hai yu t ny tc ng qua li ln nhau ty vo nhy cm ca khch hng i vi

gi cng nh mi quan h gia ngi s dng dch v vi nh cung cp dch v. Ngoi

ra, nh gi tc ng ca nhn t gi c n s hi lng khch hng, chng ta cn

xem xt y hn ba kha cnh sau: (Maythew v Winer, 1982).

1. Gi so vi cht lng

2. Gi so vi cc i th cnh tranh

3. Gi so vi mong i ca khch hng

V vy, khi xem xt tc ng ca gi n s hi lng khch hng chng ta cn nhn

thc mt cch y hn gi y bao gm chi ph b ra v chi ph c hi c c

sn phm dch v cng nh tng quan ca gi n nhng kha cnh cp trn.

Trong phm vi bi vit ny, yu t gi c c xem xt chnh l tnh cnh tranh ca gi

c cm nhn. Nu khch hng cm nhn tnh cnh tranh ca gi c cng cao th h s

cng hi lng v ngc li.

2.2 L thuyt v cht lng dch v

2.2.1 Khi nim dch v v cht lng dch v

a. Dch v:

Trong cuc sng ngy nay chng ta bit n rt nhiu hot ng trao i c gi

chung l dch v v ngc li dch v bao gm rt nhiu cc loi hnh hot ng v

nghip v trao i trong cc lnh vc v cp khc nhau. c nhiu khi nim,

nh ngha v dch v nhng c hnh dung v dch v trong chuyn ny, chng ti

tham kho mt s khi nim dch v c bn.

Theo T in Ting Vit: Dch v l cng vic phc v trc tip cho nhng nhu cu

nht nh ca s ng, c t chc v c tr cng (T in Ting Vit, 2004, NXB

Nng, tr256)


NHM 1 Trang 10

nh ngha v dch v trong ngoi nghc c hiu l nhng th tng t nh

hng ho nhng phi vt cht (T in Wikipedia). Theo quan im ngoi nghc, bn

cht ca dch v l s cung ng p ng nhu cu nh: dch v du lch, thi trang,

chm sc sc kho...v mang li li nhun.

Philip Kotler nh ngha dch v: Dch v l mt hot ng hay li ch cung ng

nhm trao i, ch yu l v hnh v khng dn n vic chuyn quyn s hu. Vic

thc hin dch v c th gn lin hoc khng gn lin vi sn phm vt cht.

Tm li, c nhiu khi nim v dch v c pht biu di nhng gc khc

nhau nhng tu chung th: Dch v l hot ng c ch ch nhm p ng nhu cu

no ca con ngi. c im ca dch v l khng tn ti dng sn phm c th

(hu hnh) nh hng ho nhng n phc v trc tip nhu cu nht nh ca x hi .

b. Cht lng dch v:

Cht lng dch v l nhng g m khch hng cm nhn c. Cht lng dch v

da vo s nhn thc hay s cm nhn ca khch hng v nhng nhu cu c nhn ca

h.

Theo Parasuraman Zeithaml v Berry (1985) th cht lng dch v l khi cm nhn

ca khch hng v mt dch v to ra ngang xng vi k vng trc ca h. Cng

theo Parasuraman th k vng trong cht lng dch v l nhng mong mun ca khch

hng, ngha l h cm thy nh cung cp phi thc hin ch khng phi s thc hin cc

yu cu v dch v.

Theo Hurbert ( 1995) th trc khi s dng mt dch v khch hng hnh thnh

nn mt kch bn v cht lng dch v . Khi kch bn ca nh ca khch hng v

nh cung cp khng ging nhau. Khch hng s cm thy khng hi lng.

Crolin v Tailor (1992) cho rng s hi lng ca khch hng nn nh gi trong

mt thi gian ngn, cn cht lng dch v nn nh gi theo thi ca khch hng v

dch v trong khong thi gian di.

2.2.2 Ti sao phi nng cao cht lng dch v

Nu nh trc kia, gi c c coi l yu t quan trng nht trong cnh tranh th

ngy nay n phi nhng ch cho ch tiu cht lng dch v v sn phm nht l

khi i sng ngy cng c nng cao. Trn thc t, cnh tranh bng gi l bin php

ngho nn nht v n lm gim li nhun thu c, m ngc li, cng mt loi sn

phm, cht lng sn phm v dch v no tt p ng c yu cu th ngi tiu dng


NHM 1 Trang 11

cng sn sng mua vi mt mc gi c cao hn mt cht cng khng sao, nht l trong

thi i ngy nay khi m khoa hc k thut ang trong giai on pht trin mnh, i

sng ca nhn dn c nng cao rt nhiu so vi trc th cht lng sn phm v dch

v phi ua ln hng u. Cht lng cht lng sn phm v dch v l mt vn

sng cn i vi mt doanh nghip c bit l i vi cc doanh nghip t nhn khi m

h ang phi ng u vi cc i vi cc i th cnh tranh khc. Mt khi cht lng

cht lng sn phm v dch v khng c m bo th cng c ngha l doanh nghip

s b mt khch hng, mt th trung tm, nhanh chng i ti ch suy yu v b ph sn.

2.2.3 M hnh cc nhn t quyt nh n cht lng dch v

a. M hnh SERVQUAL (Parasuraman, 1988)

Parasuraman l mt trong nhng ngi i tin trong vic nghin cu v cht lng

dch v. Thnh cng ca m hnh l mt bc t ph ln cc doanh nghip c th

p dng nng cao cht lng dch v. Vic nh gi cht lng phi c thng qua

s cm nhn ca khch chnh l nhng ngi s dng nhng dch v ca doanh

nghip.

Hnh 3. M hnh SERVQUAL (Parasuraman, zeithaml & berry,1988)

Da trn nh ngha truyn thng v cht lng dch v, Parasuraman xy dng

thang o SERVQUAL nh gi cht lng dch v gm 22 bin thuc 5 thnh phn

o lng cht lng k vng v dch v cm nhn.

(1) S hu hnh (Tangibles)

S hu hnh chnh l hnh nh bn ngoi ca cc c s vt cht, thit b, my

mc, phong thi ca i ng nhn vin, ti liu, sch hng dn v h thng

S hu hnh (Tangibles)

S tin cy (Reliability)

S phn hi (Responsiveness)

S m bo (Assurance)

S ng cm (Empathy)

S hi lng ca khch hng

(Satisfaction)


NHM 1 Trang 12

thng tin lin lc. Ni mt cch tng qut tt c nhng g m khch hng nhn

thy trc tip c bng mt v cc gic quan th u c th tc ng n yu t

ny: cc trang thit b lun c i mi hin i; cc c s vt cht h tng ca

cng ty c xy dng bt mt, p , nhn vin trong cng ty n mc lun gn

gng, sch s; cc sch nh gii thiu ca cng ty c lin quan n dch v trng

rt p.

(2) S tin cy (Reliability)

Doanh nghip s gy dng nn nim tin ca khch hng bng cch ha hn s

lm mt iu g i vi khch hng. Khi khch hng gp tr ngi th doanh

nghip lun quan tm thc s gii quyt vn . Cc doanh nghip s ha thc

hin ng ngay t u, ng thi gian v khng xy ra sai st no.

(3) S phn hi (Responsiness)

y l tiu ch o lng kh nng gii quyt vn nhanh chng, x l hiu qu

cc khiu ni, sn sng gip khch hng v p ng cc yu cu ca khch

hng. Ni cch khc hiu qu phc v l s phn hi t pha nh cung cp dch

v i vi nhng g m khch hng mong mun c th nh: nhn vin trong cng

ty s cho bn bit thi im khi no s thc hin dch v v thc hin n mt

cch nhanh chng. Lun lun trong t th sn sng gip bn khi gp nhung

vn kh khn. Khng bao gi qu bn p ng yu cu ca bn.

(4) S m bo (Assurance)

y l yu t to nn s tn nhim, tin tng cho khch hng c cm nhn

thng qua s phc v chuyn nghip, kin thc chuyn mn gii, phong thi lch

thip v kh nng giao tip tt, nh , khch hng cm thy an tm mi khi s

dng dch v. Cch c x ca nhn vin gy nim tin cho khch hng. khch cm

thy an tan trong khi giao dch vi doanh nghip. Nhn vin lun nim n v

gii p nhng thc mc mt cch chi tit.

(5) S ng cm (Empathy)

S ng cm chnh l s quan tm, chm sc khch hng n cn, dnh cho khch

hng s i x chu o tt nht c th (providing individual attention) gip cho

khch hng cm thy mnh l thng khch. Lun c bit ch n khch

hng. i ng nhn vin nhit tnh quan tm v xem li ch ca khch hng l


NHM 1 Trang 13

iu tm nim. hiu r nhng nhu cu khch hng. Lm vic vo nhng thi gian

thun tin.

b. M hnh FSQ and TSQ (Grnroos, 1984)

Theo Grnroos, cht lng dch v c xem xt da trn hai tiu ch l cht lng

chc nng (FSQ: Functional Service Quality) v cht lng k thut (TSQ: Technical

Service Quality) v cht lng dch v b tc ng mnh m bi hnh nh doanh nghip

(Corporate Image). Nh vy, Grnroos a ra 3 nhn t nh hng n cht lng

dch v l cht lng chc nng, cht lng k thut v hnh nh doanh nghip (m hnh

FTSQ).

2.3 Mi quan h gia cht lng dch v v s hi lng ca khch hng

Thng thng cc nh kinh doanh dch v thng cho rng cht lng ca dch v

chnh l mc tha mn ca khch hng. Tuy nhin, nhiu nh nghin cu cho thy,

cht lng dch v v s tha mn ca khch hng l hai khi nim phn bit (Zeithaml

& Bitner 2000). S tha mn ca khch hng l mt khi nim tng qut, ni ln s hi

lng ca h khi tiu dng mt dch v. Trong khi , cht lng dch v ch tp trung

vo cc thnh phn c th ca dch v.

Trong cc cuc tranh lun v s khc nhau gia s tha mn v cht lng dch v,

c mt s nh nghin cu ngh nn xem xt s tha mn nh l mt s nh gi ca

khch hng mc tng giao dch ring bit thay cho s nh gi mc ton b.

Trong khi cc cuc tranh lun cha ng ng, nhiu nh nghin cu ngh nn xem xt

hai khi nim trn c hai mc . Thc s trong lnh vc dch v, hai khi nim s

tha mn ca khch hng v cht lng dch v c s khc nhau c bn da trn vic

phn tch nhng quan h nhn qu gia chng. S tha mn ca khch hng nhn chung

l mt khi nim rng ln hn cht lng dch v.

Ngy nay, mc tiu hng u ca cc Cng ty dch v l phi tha mn nhu cu ca

khch hng nu mun c c li nhun. H s tip tc s dng dch v v s dng

nhiu hn nu c tha mn nhu cu (Bitner & Hubbert, 1994). C nhiu quan im

khc nhau v mc tha mn ca khch hng (Oliver 1997), Bachelet (1995:81) nh

ngha s tha mn ca khch hng l mt phn ng mang tnh cm xc ca khch hng

p li vi kinh nghim ca h cng nh vi sn phm hay dch v m h ang s dng.

o lng s tha mn ca khch hng bit dch v ca doanh nghip lm tha

mn khch hng u. Nhng dch v no khch hng cho l tha mn. T a ra


NHM 1 Trang 14

chnh sch duy tr, chnh sa, thay i nng cao cht lng dch v tng s tha mn

ca khch hng. Chnh s hi lng ca khch hng c th gip doanh nghip t c

li th cnh tranh ng k. Doanh nghip hiu c khch hng c cm gic th no sau

khi mua sm sn phm hay dch v v c th l liu sn phm hay dch v c p

ng c mong i ca khch hng hay khng? Khch hng ch yu hnh thnh mong

i ca h thng qua nhng kinh nghim mua hng trong qu kh, thng tin truyn

ming t gia nh, bn b, ng nghip v thng tin c chuyn giao thng qua cc

hot ng marketing nh qung co hoc quan h cng chng. Nu s mong i ca

khch hng khng c p ng, h s khng hi lng v rt c th h s k nhng

ngi khc nghe v iu . Do vy s hi lng ca khch hng tr thnh mt yu t

quan trng to nn li th cnh tranh. Mc hi lng cao c th em li nhiu li ch

bao gm: lng trung thnh, tip tc mua sn phm, gii thiu cho ngi khc, duy tr s

la chn, gim chi ph, gi cao hn.

Cht lng dch v l nhn t tc ng nhiu nht n s hi lng ca khch hng

(Cronin v Taylor, 1992; Yavas et al, 1997; Ahmad v Kamal, 2002). Nu nh cung cp

dch v em n cho khch hng nhng sn phm c cht lng tha mn nhu cu ca

h th doanh nghip bc u lm cho khch hng hi lng. Do , mun nng

cao s hi lng khch hng, nh cung cp dch v phi nng cao cht lng dch v. Ni

cch khc, cht lng dch v v s hi lng ca khch hng c quan h tng h cht

ch vi nhau, trong cht lng dch v l ci to ra trc v sau quyt nh n

s hi lng ca khch hng. Mi quan h nhn qu gia hai yu t ny l vn then

cht trong hu ht cc nghin cu v s hi lng ca khch hng.

2.4 Mt s khi nim

a. Gio vin

Theo T in Bch Khoa ca Vin Hn lm Khoa hc Vit Nam , gio vin l tn

gi chung ca nhng ngi lm cng tc ging dy cc trung tm i hc, cao ng,

cc lp o to, hun luyn cn b. cc trung tm i hc v cao ng, gio vin l

chc danh ca nhng ngi lm cng tc ging dy thp hn ph gio s.

Ni theo mt cch khc, gio vin l ngi, qua cc bi ging, bc l cho hc vin

thy khuynh hng, nng lc v t tng (nu c) ca mnh. Qua , mt cch gin tip

(hoc trc tip nu gio vin mun), hng dn cho hc vin cch t khm ph ly

khuynh hng v s thch ca h, vi t cch l nhng ch th vi nhn thc y .


NHM 1 Trang 15

Ging vin, qua vic t bc l nh l nhng gi tr c lp trong lnh vc ca hot ng

tri thc, l ngi gip hc vin t xc lp mnh nh nhng c th c lp. Ging vin,

qua bi ging, xc lp v th t do trong lnh vc chuyn mn ca mnh, nh m xy

dng cho hc vin thc v v th t do ca h so vi chnh ging vin. Hin tng

gio vin bt hc vin phi chu n mnh, tn sng mnh, thm ch i ti ch cung phng

mnh, trn thc t, l hon ton phn li s mnh v chc nng ca gio dc.

Theo cc nh gio dc th gii th mt gio vin ton din l ngi c (c trang

b) 4 nhm kin thc hay k nng sau:

Kin thc chuyn ngnh: kin thc chuyn su v chuyn ngnh v chuyn mn

hc m mnh ging dy.

Kin thc v chng trnh o to: tuy mi gio vin u i chuyn v mt

chuyn ngnh nht nh, nhng m bo tnh lin thng, gn kt gia cc mn

hc th gio vin phi c trang b (hoc t trang b) cc kin thc v c chng

trnh ging dy. Nhng kin thc ny quan trng v n cho bit v tr ca mi

gio vin trong bc tranh tng th, n cung cp thng tin v vai tr v s tng

tc gia mt chuyn ngnh vi cc chuyn ngnh khc trong cng mt lnh vc

v k c gia cc chuyn ngnh trong cc lnh vc khc nhau. Khi kin thc ny

quan trng v nu khng bit c v tr v cc tng tc trong bc tranh tng

th, kin thc chuyn ngnh hp cung cp cho hc vin tr nn kh cng v c

ng dng thp.

Kin thc v k nng v dy v hc: bao gm khi kin thc v phng php

lun, k thut dy v hc ni chung v dy/ hc trong tng chuyn ngnh c th.

Bn cnh phng php chung th mi chuyn ngnh (thm ch tng mn hc

hoc cng mn hc nhng khc i tng hc) u c nhng c th ring bit

i hi phi c nhng phng php tip cn khc nhau.

Kin thc v Mi trng gio dc, h thng gio dc, mc tiu gio dc, gi tr

gio dc y c th coi l khi kin thc c bn nht lm nn tng cho cc

hot ng dy v hc. Ch khi mi gio vin hiu r c cc s mnh, gi tr

ct li, v cc mc tiu chnh ca h thng gio dc v Mi trng gio dc th

vic ging dy mi i ng nh hng v c ngha x hi.


NHM 1 Trang 16

b. Mi trng hc tp

Theo ch th s 40/2008/CT-BGDDT ngy 22 thng 7 nm 2008 ca B GD&T v

vic pht ng phong tro thi ua Xy dng trung tm hc thn thin, hc sinh tch

cc trong cc trung tm ph thng giai on 2008 -2013, Mi trng hc tp c

nh ngha l ni din ra qu trnh hc tp ca ngi hc, bao gm Mi trng vt cht

v Mi trng tinh thn:

Mi trng vt cht l khng gian din ra qu trnh hc tp ca ngi hc, c th

trong hoc ngoi phng hc, gia nh v cng ng.

Mi trng tinh thn l thi ng x gia ngi vi ngi, c th hin trong

mi quan h gia hc sinh v gio vin, b m, anh ch, b bn v mi ngi

trong cng ng.

Theo mt nghin cu ca, EQuest - nh cung cp gi dch v gio dc tch hp cho

hc sinh, hc vin, ngi i lm, th Mi trng hc tp ph hp s mang li nhiu ng

lc v nim hng khi cho ngi hc, ti , h s qun dn nhng p lc tm l, hon

ton hnh ng theo am m v yu thch ca mnh. Theo t chc ny, Mi trng hc

tp ph hp bao gm cc yu t:

m bo iu kin hc tp tt nht cho hc vin. Mi trng hc tp tt phi c

c s vt cht khang trang vi y trang thit b, ngn np, m bo cho hc

vin lun thy thoi mi v hng th khi hc tp.

i ng nhn vin nhit tnh, thn thin. Mi trng hc tp tt cn c xy

dng da trn nhng con ngi thn thin, bao gm c gio vin v tp th cn

b - cng nhn vin.

C cc hot ng ngoi kha b ch, gn lin gia vic hc v chi. Cn phi

sp xp thi gian hp l c th va hc va chi, c nh vy ngi hc mi

pht trin ton din hn, khng nn ch chm chm vo vic hc hoc chi. Mt

iu cn lu , l thi gian hc v chi cn phi c cn i hi ha, ph

hp vi c im tm sinh l la tui, c nh vy mi mang li hiu qu nh

mong i.

c. Ti liu hc tp

Ti liu hc tp bao gm cc ti liu nh sch gio khoa, sch tham kho, cng

mn hc, gio trnh in t, bi ging bng cc on phim (video), bi ging trnh chiu,


NHM 1 Trang 17

tp tin m thanh (file mp3), ngn hng cu hi trc nghim luyn tp v luyn thi,

tnh hung tho lun,...

C hai loi ti liu d thy hin nay, l ti liu giy v ti liu in t. S y ,

a dng v d dng tm kim cc ti liu hc tp s gip ngi hc c nhiu c hi m

mang kin thc, pht trin kh nng t hc.

d. Chng trnh hc tp

Chng trnh hc tp bao gm c cu ni dung cc mn hc, thi gian o to, t l

phn b thi gian gia cc mn khoa hc c bn, c s v chuyn ngnh, gia l thuyt

v thc hnh, thc tp nhm gip hc vin nm vng cc kin thc gio dc i cng

v cc kin thc, k nng c s ca ngnh v lin ngnh.

e. C s vt cht v thit b gio dc

C s vt cht v thit b gio dc l tt c cc phng tin vt cht c huy ng

vo vic ging dy, hc tp v cc hot ng mang tnh gio dc khc t c mc

ch gio dc.

Theo iu 12. Tiu chun 9: Th vin, trang thit b hc tp v c s vt cht

trong Quyt nh Ban hnh Quy nh v tiu chun nh gi cht lng gio dc

trung tm i hc ca B Gio dc & o to:

1. Th vin ca trung tm i hc c y sch, gio trnh, ti liu tham kho

ting Vit v ting nc ngoi p ng yu cu s dng ca cn b, gio vin v

ngi hc. C th vin in t c ni mng, phc v dy, hc v nghin cu

khoa hc c hiu qu.

2. C s phng hc, ging ng ln, phng thc hnh, th nghim phc v cho

dy, hc v nghin cu khoa hc p ng yu cu ca tng ngnh o to.

3. C trang thit b dy v hc h tr cho cc hot ng o to v nghin

cu khoa hc, c m bo v cht lng v s dng c hiu qu, p ng yu

cu ca cc ngnh ang o to.

4. Cung cp y thit b tin hc h tr hiu qu cc hot ng dy v hc,

nghin cu khoa hc v qun l.

5. C din tch lp hc theo quy nh cho vic dy v hc; c k tc x cho ngi

hc, m bo din tch nh v sinh hot cho hc vin ni tr; c trang thit

b v sn bi cho cc hot ng vn ho, ngh thut, th dc th thao theo quy


NHM 1 Trang 18

nh. C phng lm vic cho cc cn b, gio vin v nhn vin c hu theo

quy nh.

6. C din tch s dng t theo quy nh ca tiu chun TCVN 3981-85. Din

tch mt bng tng th t mc ti thiu theo quy nh.

7. C quy hoch tng th v s dng v pht trin c s vt cht trong k hoch

chin lc ca trung tm.

8. C cc bin php hu hiu bo v ti sn, trt t, an ton cho cn b qun l,

ging vin, nhn vin v ngi hc.

f. Cht lng tt nghip

Theo quan im ca cc nh nghin cu khoa hc: Trong gii nghin cu gio

dc cng c nhiu quan im khc nhau v cc thnh t ca nng lc m ngi

tt nghip i hc phi c. Tuy nhin, v c bn, nng lc ca ngi tt nghip

i hc bao gm 4 thnh t:

1. Khi lng, ni dung v trnh kin thc c o to;

2. Nng lc vn hnh (k nng k xo thc hnh) c o to;

3. Nng lc nhn thc v nng lc t duy c o to

4. Nng lc x hi (phm cht nhn vn) c o to.

y l nhng thnh t c bn m t mi nh nghin cu li chia nh hn

thnh cc k nng hoc cc cp nng lc o m c.

Theo Hip hi cc trung tm i hc trn th gii: Cc trung tm i hc c quan

im gn vi cc nh nghin cu gio dc v nng lc ca ngi lao ng tt

nghip i hc. Tuy nhin, h quan tm nhiu hn n cc tiu ch c th o

lng kh nng p ng vi yu cu thc t cng vic ca ngi lao ng. Cc

thnh tca nng lc theo quan im ca trung tm i hc c vt hm lm hn

ca cc nh nghin cu gio dc. Hip hi cc trung tm i hc trn th gii c

cc tiu ch rt r rng o lng nng lc ca ngi lao ng tt nghip i

hc, bao gm 10 tiu ch:

1. C s sng to v thch ng cao trong mi hon cnh, ch khng ch hc

m bo tnh chun mc;

2. C kh nng thch ng vi cng vic mi;

3. Bit t nhng cu hi ng;

4. C k nng lm vic theo nhm;


NHM 1 Trang 19

5. C hoi bo tr thnh nhng nh khoa hc ln;

6. C nng lc tm kim v s dng thng tin;

7. Bit kt lun, phn tch nh gi;

8. Chp nhn s a dng;

9. Bit pht trin, ch khng n thun l chuyn giao;

10. Bit vn dng nhng t tng mi.

Theo Trung tm i hc Bch khoa Tp.H Ch Minh: Trung tm c th ho nng

lc ca hc vin sau khi tt nghip thnh 16 tiu ch. Cc tiu ch ny c s

dng trong cuc iu tra quy m nh v cu hc vin ch khng phi tiu ch

chnh thc m hc vin ca trung tm cn phi t. Theo , hc vin tt nghip

trung tm i hc Bch khoa Tp. H Ch Minh c c nhng nng lc sau :

1. C li th cnh tranh trong cng vic;

2. Nng cao kh nng t hc;

3. Chu p lc cng vic cao;

4. T duy c lp, nng lc sng to;

5. Thch ng vi Mi trng mi;

6. K nng phn tch, nh gi v gii quyt vn ;

7. K nng chuyn mn tt;

8. ng dng kin thc vo cng vic thc tin;

9. Kin thc v k nng v qun l/ t chc cng vic;

10. Thng tin nhanh trong tng lai;

11. Lm vic trong Mi trng a vn ha;

12. S dng tin hc tt;

13. Tnh chuyn nghip;

14. Lm vic nhm;

15. S dng ngoi ng tt;

16. K nng giao tip tt.

Theo tiu ch nh gi ca ngi s dng lao ng:

y l cch phn tch cc thnh t ca nng lc m nghin cu ny quan tm nht.

Ngi s dng lao ng khng phi lc no cng c nhng tiu ch/ tiu chun v

nng lc ca ngi lao ng ging vi cc nh nghin cu v vi trung tm i hc.

Tuy nhin, mt s k nng c th trng nhau.


NHM 1 Trang 20

Theo Hip hi cc doanh nghip ca Nht Bn, ngi lao ng cn c 8 nng lc

then cht:

1. Nhit tnh trong cng tc;

2. S hp tc;

3. S sng to;

4. Kin thc chuyn mn;

5. C c tnh;

6. Kin thc thc t;

7. Th hng hc tp;

8. Uy tn trung tm o to.

CHNG 3: PHNG PHP NGHIN CU

3.1 Tin trnh nghin cu

a. S quy trnh nghin cu

C s l thuyt Thang o nhp Nghin cu s b

iu chnh Thang o chnh thc

Nghin cu chnh thc (N = 79)

Phn tch nhn t khm ph EFA

Cronbachs Alpha

- Loi cc bin c trng s EFA nh - Kim tra cc yu t trch c - Kim tra phng sai trch

- Loi bin c h s tng quan bin tng nh - Kim tra h s Alpha

Thang o hon chnh

Phn tch hi quy


NHM 1 Trang 21

b. M t quy trnh nghin cu

Bc 1: Xy dng v iu chnh thang o

Thang o c s dng ph bin o lng cht lng dch v l thang o

SERVQUAL. Nhm tho lun dng thang o SERVQUAL lm c s nghin cu

s b. Tuy nhin, mi ngnh dch v mi th trung tm c nhng c th ring v

ngnh dch v gio dc o to cng c nhng c th ring ca n. V vy nhiu bin

quan st ca thang o SERVQUAL c th khng ph hp vi loi hnh dch v gio dc

o to. Do nghin cu s b c thc hin iu chnh v b sung mt s bin

quan st ca thang o tc ng n cht lng dch v gio dc o to ti Trung Tm

Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C S I)

Ln 1:

Tho lun v trao i vi mt s gio vin thuc Trung Tm Ngoi Ng Trung Tm i

Hc Bch Khoa TPHCM (C S I) (cc gio vin c kinh nghim v kin thc chuyn

mn v thc hin nghin cu ti khoa hc).

Ln 2:

Tho lun v trao i vi 10 hc vin hin ang theo hc ngoi ng ti Trung Tm

Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C S I), qua ghi nhn kin

ng gp ca nhng hc vin ny.

Kt qu:

- Sau qu trnh tham kho kin, trao i, tho lun th 6 nhn t ca m hnh nghin

cu s hi lng ca hc vin c ng tnh.

- Cc thang o c xc nh y (gm 28 thang o ca 6 nhn t tc ng n s

hi lng ca hc vin v 4 thang o cho vic o lng mc hi lng chung ca khch

hng.

Bc 2: Nghin cu chnh thc

- Da trn kt qu ca nghin cu s b, cc thang o c xc nh v bng cu hi

c thit k da trn thang o Likert (1932).

- S dng phng php ly mu phi xc sut. C mu cng ln cng tt .Nhm nghin

cu quyt nh ly mu l 79.

- Sau khi c c bng cu hi chnh thc, tin hnh thu thp d liu bng cch in hn

100 bng kho st v thc hin kho st ti cc hc vin Trung Tm Ngoi Ng Trung


NHM 1 Trang 22

Tm i Hc Bch Khoa TPHCM (C S I). Trong qu trnh kho st, tin hnh lm

sch d liu ban u sau khi thu bng cu hi v.

Bc 3: X l d liu

- Tin hnh lm sch d liu thu c.

- M ha v nhp liu vo phn mm SPSS 21.

- Thc hin phn tch thng k m t tm ra cc c im ca mu nghin cu.

- Phn tch nhn t nhm xc nh cc nhm bin quan st, loi b cc bin khng hp

l.

- Kim nh Cronbachs Alpha nhm xc nh tin cy ca thang o, loi b cc bin

khng ph hp

- Phn tch hi quy nhm xc nh s ph hp ca m hnh. Kim tra gi thit xc

nh r mc nh hng ca cc cc bin c lp ti bin ph thuc.

3.2 M hnh nghin cu v gi thit

a. M hnh nghin cu

C s tng thch trong cc bin nghin cu ca m hnh SERVQUAL v cc bin cn

nghin cu ca ti, do , m hnh nghin cu SERVQUAL thch hp s dng

lm nn tng cho vic nghin cu nhm t cc mc tiu t ra.

Cc bin trong m hnh SERVQUAL Cc bin c nh hnh

S hu hnh (Tangibles)

C s vt cht v trang thit b

o lng mc hi lng v c s vt cht, trang thit b phc v, h tr qu trnh ging dy v hc tp ca gio vin v hc vin.

(V d: ging ng, th vin, phng thc hnh, phng lab, phng t hc, a phng tin, nh n, bi xe, cc thit b nghe, nhn (my chiu, loa, micro) n, qut, my lnh)

S tin cy (Reliability) Mc tin cy


NHM 1 Trang 23

S m bo thc hin cc chng trnh o to m trung tm ra.

(V d: cht lng cc kha hc, chng trnh ngoi kha, cht lng gio trnh, ti liu mn hc ca trung tm.)

Tuy nhin, c nhng s iu chnh trong cc bin bm st v ph hp vi ti.

Nhn thy c nhng im chung trong cc bin mi c nh hnh v vic tp hp cc

im chung ny to ra bin mi s to s d hiu, c th ha hn cho ngi c v

S phn hi (Responsiness)

Nng lc phn hi

S mong mun v sn sng p ng kp thi, ng hn nhu cu ca hc vin.

(V d: Hc vin c phc v nhanh chng, ng hn. Phong cch phc v ca cn b nhn vin, hot ng ging dy ca gio vin th hin sn sng gip , h tr.

S m bo (Assurance)

Kh nng m bo thc hin

o lng kh nng to s tin tng v an tm t pha Trung tm i vi hc vin.

(V d: Trung tm ci tin h thng th vin to s an tm cho hc vin v ngun ti liu tham kho, t hc; nng cao trnh chuyn mn v nng lc s phm ca gio vin m bo hc vin tip thu c kin thc ti lp v pht trin vic hc ti nh...)

S ng cm (Empathy)

Mc ng cm

o lng kh nng quan tm, thng cm v chm sc n tng i tng hc vin.

(V d: Trung tm th hin s quan tm n tng hc vin nh: gii quyt cc khiu ni ca tng c nhn, cng nhn ng gp ca tng hc vin i vi trung tm, h tr cho cc hc vin c hon cnh kh khn)


NHM 1 Trang 24

i tng kho st, cc bin mi c nh hnh trn s c phn nh v gp li vi

nhau. Nh vy, S hi lng ca hc vin v cht lng o to ting Anh ca Trung

Tm Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C S I) s c nh gi

qua cc bin sau:

TN BIN PHN TCH BIN TRONG SERVQUAL

Gio vin

Tc phong ng lp S hu hnh

Nng lc chuyn mn ca GV S tin cy

Gii p thc mc Thi gn gi, thn thin vi hc vin

S phn hi

Trnh chuyn mn, nghip v Kh nng truyn t Kinh nghim thc t

S m bo

Quan tm n vic hc ca cc hc vin Cm thng, gip khuyn khch hc vin hc tp

S ng cm

Mi trng hc tp

Website ca trung tm cung cp thng tin y v cp nht

S hu hnh

Mi trng hc tp nghin cu thun li

S tin cy

K nng mm S phn hi

Hc vin ra trung tm lm vic c tc phong cng nghip

S m bo

Trao i gia hc vin cng kha v cng ngnh

S ng cm

Ti liu hc tp

Ni dung gio trnh ph hp C y ti liu nghin cu chuyn ngnh

S tin cy

Ti liu phong ph, d tm Ti liu ph hp vi nhu cu thng tin

S phn hi

Ti liu tham kho c tnh cp nht

S m bo

Chng trnh hc tp

Nghim tc trong thi c Ni dung thi ph hp vi chng trnh hc

S tin cy

M cc lp hc y , kp tin ng k hc phn d dng

S phn hi


NHM 1 Trang 25

kin thc, tit hc, gi hc S m bo

Trang thit b hc tp

Tiu chun v din tch phng hc, thng thong, nh sng t nhin

Bn gh s lng, cht lng Qut, n, my chiu tiu chun Phng thc hnh c thit b v m bo cht lng

S hu hnh

u t thm phng v bo tr phng c, thang my Thit b c nng cp v hin i

S tin cy

Thit b, my mc c sa cha, bo tr kp thi

S phn hi

Phng hc sch s, nng cp S m bo

Cht lng tt nghip

Trung tm t vn, h tr vic lm cho hc vin

S hu hnh

Kin thc c hc c th p dng sau khi ra trung tm

S tin cy

Hot ng o to ca trung tm trang b cho hc vin cc k nng cn thit khi lm vic

S phn hi

Hc vin c kin thc chuyn mn p ng cho ngh nghip tng lai

S m bo

TN BIN PHN TCH BIN GI C DCH V

Gi c dch v

Hc ph tn ch Gi gio trnh, ti liu Gi ti ng phc

S nh hng ca gi c dch v ti mc hi lng ca khch hng


NHM 1 Trang 26

M hnh xut ca ti nghin cu

b. Cu hi v gi thit nghin cu

- Cu hi nghin cu:

Nhng yu t no nh hng n s hi lng ca hc vin v cht lng o to ting

Anh ca TRUNG TM NGOI NG TRUNG TM I HC BCH KHOA TPHCM

(C s I)?

- Gi thit nghin cu:

Gi thit H1: c mi tng quan ng bin gia gio vin v s hi lng ca hc

vin.

Gi thit H2: c mi tng quan ng bin gia Mi trng hc tp v s hi

long ca hc vin.

Gi thit H3: c mi tng quan ng bin gia ti liu hc tp v s hi lng

ca hc vin.

Gi thit H4: c mi tng quan ng bin gia chng trnh hc tp v s hi

lng ca hc vin.

Gi thit H5: c mi tng quan ng bin gia trang thit b hc tp v s hi

lng ca hc vin.

Gi thit H6: c mi tng quan ng bin gia c hi vic lm v s hi lng

ca hc vin.

Gi thit H7: c mi tng quan ng bin gia gi c dch v v s hi lng

ca hc vin.

Ging vin

Mi trng hc tp

Ti liu hc tp

Chng trnh hc tp

C s vt cht

Gi c dch v

S hi

lng ca

hc vin


NHM 1 Trang 27

c. M ha bng cu hi

STT Bin cn m ha Bin m ha

A GIO VIN

1 Gio vin c tc phong s phm A1

2 Gio vin ging dy mt cch thu ht A2

3 Gio vin c tm huyt vi hc vin A3

4 Gio vin c nng lc chuyn mn A4

5 Gio vin c kin thc su rng A5

6 Gio vin thn thin, gn gi vi hc vin A6

B MI TRNG HC TP

7 Cc yu cu v th tc hnh chnh v vn ca hc vin c gii quyt mt cch hiu qu

B1

8 Trung tm t chc cc bui giao lu, trao i kin thc, kinh nghim gia hc vin vi nhau

B2

9 Trung tm t chc cc hot ng vn ngh, gii tr, th gin cho hc vin

B3

10 Trung tm c cc hot ng hc tp, sinh hot mang tnh thc t

B4

11 Trung tm c vn ha lm vic cao tnh k lut B5

12 Trung tm to cho hc vin c cm gic gn gi, thin cm B6

13 Trung tm to c hnh nh p ti cng chng, nng cao uy tn ca trung tm

B7

C TI LIU HC TP

14 Gio trnh cc mn hc c ni dung chnh xc, hp l C1

15 Gio trnh, ti liu hc tp c cp nht C2

D CHNG TRNH HC TP

16 S hc k trong mt nm hc l hp l D1

17 S lng tit hc ca mi mn hc ph hp D2

18 T l phn b thi gian gia cc mn khoa hc c bn, c s ngnh v chuyn ngnh ph hp

D3

19 Phn b s tit hc hp l gia l thuyt v thc hnh D4

20 Hc vin c thi gian n tp, chun b cho cc k thi D5

21 Thi gian bt u, kt thc gi hc hp l D6

E C S VT CHT

22 Phng hc to cm gic thoi mi cho hc vin E1

23 C s lng phng hc l thuyt, phng LAB E2


NHM 1 Trang 28

24 C trang thit b dy v hc nh: my chiu, loa, my hc nghe

E3

25 C trang thit b cho cc hot ng vn ho, ngh thut E4

26 Thng xuyn kim tra, bo tr, nng cp trang thit b, phng hc

E5

G GI C DCH V

27 Hc ph ph hp G1

28 Gi gio trnh, ti liu hp l G2

H NH GI CHUNG

29 Hc vin tin tng, trung thnh v yu mn trung tm H1

30 Tip tc chn trung tm hc ln cao hn na sau khi tt nghip

H2

31 Gii thiu ngi khc chn hc ti trung tm H3

32 Hi lng v cht lng o to ting Anh ca trung tm H4


NHM 1 Trang 29

CHNG 4: O LNG CC NHN T NH HNG N

S HI LNG CA HC VIN

4.1 Phn tch thng k m t

Phn tch thng k m t bng cc bng s liu kt hp vi cc biu nhm tm tt

m t d liu v so snh cc d liu khc nhau.

4.1.1 c im ca mu kho st

Tn s

Phn trm (%)

Phn trm

Phn trm

hp l (%)

tch ly (%)

Hc vin kha

u tin 50 63.29 63.29 63.29

Th hai 8 10.13 10.13 73.42

Th ba 2 2.53 2.53 75.95

Khc 19 24.05 24.05 100.00

Hc vin ang theo hc lp

TOEIC 35 44.30 44.30 44.30

TOEFL iBT 3 3.80 3.80 48.10

IELTS 25 31.65 31.65 79.75

Khc 16 20.25 20.25 100.00


NHM 1 Trang 30

Nhn xt:

Nhn vo th, ta thy nhm chim u th trong nghin cu l Hc vin kha u

tin. Cc nhn t a phn s nh hng n s hi lng ca nhm ny. Kt qu

nghin cu c gp phn ci thin cht lng o to hc vin tin tng vo

Trung Tm hc cc kha tip theo.


NHM 1 Trang 31

Nhn xt:

Nhn vo th, ta thy nhm chim u th trong nghin cu l Hc vin lp TOEIC

& IELTS. Cc nhn t a phn s nh hng n s hi lng ca nhm ny. Kt qu

nghin cu c gp phn ci thin mnh cht lng o to ca TOEIC & IELTS.

4.1.2 Phn tch cc nhn t nh hng n cht lng o to

N Ti

thiu

Ti a Gi tr

trung

bnh

lch

chun

A. GING VIN

A1 (Gio vin c tc phong s

phm) 79 3 5 4.24 .720

A2 (Gio vin ging dy mt cch

thu ht) 79 2 5 3.90 .744

A3 (Gio vin c tm huyt vi

hc vin) 79 3 5 4.04 .759

A4 (Gio vin c nng lc chuyn

mn) 79 3 5 4.18 .730


NHM 1 Trang 32

A5 (Gio vin c kin thc su

rng) 79 3 5 3.99 .759

A6 (Gio vin thn thin gn gi

vi hc vin) 79 3 5 4.41 .651

B. MI TRNG HC TP

B1(Cc yu v th tc hnh chnh

v vn ca hc vin c gii

quyt mt cch hiu qu)

79 2 5 3.90 .744

B2 (Trung tm t chc cc bui

giao lu, trao i kin thc, kinh

nghim gia hc vin vi nhau )

79 1 5 2.95 .918

B3 (Trung tm t chc cc hot

ng vn ngh, gii tr, th gin

cho hc vin )

79 1 5 3.03 .960

B4 ( Trung tm c cc hot ng

hc tp, sinh hot mang tnh thc

t)

79 1 5 2.91 .977

B5 (Trung tm c vn ha lm vic

cao tnh k lut) 79 1 5 3.53 .830

B6 (Trung tm to cho hc vin

cm gic gn gi, thin cm) 79 2 5 3.77 .697

B7 (Trung tm to hnh nh p ti

cng chng, nng cao uy tn trung

tm)

79 3 5 3.67 .693

C. TI LIU HC TP

C1 (Gio trnh mn hc c ni

dung chnh xc, hp l) 79 2 5 3.77 .767

C2 (Gio trnh, ti liu hc tp c

cp nht) 79 1 5 3.54 .903

D. CHNG TRNH HC TP

D1 (Thi gian kha hc hp l) 79 2 5 3.92 .712

D2 (S lng tit hc ca mi bui

hc ph hp) 79 2 5 3.94 .704

D3 (T l phn b thi gian gia k

nng nghe, ni, c v vit ph hp) 79 2 5 3.86 .763

D4 (Phn b s tit hc hp l gia

l thuyt v thc hnh) 79 1 5 3.57 .746

D5 (Hc vin c thi gian n

tp, chun b cho cc k thi) 79 2 5 3.57 .692

D6 (Thi gian bt u, kt thc gi

hc hp l) 79 3 5 3.87 .705

E. C S VT CHT


NHM 1 Trang 33

E1 (Phng hc to cm gic thoi

mi cho hc vin) 79 1 5 3.92 .813

E2(C s lng phng hc l

thuyt, phng LAB) 79 1 5 3.54 .874

E3 (C trang thit b dy hc v

hc nh: my chiu, loa, my hc

nghe)

79 2 5 3.80 .740

E4 (C trang thit b cho cc hot

ng vn ho, ngh thut) 79 1 5 2.91 .923

E5 (Thng xuyn kim tra, bo

tr, nng cp trang thit b, phng

hc)

79 1 5 3.14 .957

G . GI C DCH VU

G1 (Hc ph ph hp) 79 1 5 3.63 .922

G2 (Gi gio trnh, ti liu hp l) 79 2 5 3.66 .846

H . NH GI CHUNG

H1 (Hc vin tin tng, trung

thnh v yu mn trung tm) 79 2 5 3.53 .731

H2 (Tip tc chn trung tm hc

ln cao hn na) 79 1 5 3.59 .825

H3 (Gii thiu ngi khc chn

hc ti trung tm) 79 1 5 3.66 .875

H4 (Hi lng v cht lng o to

ting Anh ca trung tm) 79 1 5 3.73 .780


NHM 1 Trang 34

Nhn xt:

Nhn vo th, ta thy tiu ch Gio vin thn thin, gn gi vi hc vin c hc

vin hi lng cao nht (Gi tr trung bnh l 4,405), trong khi tiu ch Gio vin

ging dy mt cch thu ht c mc hi lng thp nht (Gi tr trung bnh l 3,899),

c th do mt vi gio vin cch ging cha li cun.

Nhn chung, gi tr trung bnh ca cc tiu ch trong bin Gio vin u ln hn 3,

dao ng trong khong t 3,899 n 4,405. iu ny c ngha l hc vin hi lng

mc tng i.


NHM 1 Trang 35

Nhn xt:

Nhn vo th, ta thy tiu ch Cc yu cu v th tc hnh chnh v vn ca

hc vin c gii quyt mt cch hiu qu c hc vin hi lng cao nht (Gi

tr trung bnh l 3,899), trong khi tiu ch Trung tm c cc hot ng hc tp,

sinh hot mang tnh thc t c mc hi lng thp nht (Gi tr trung bnh l 2,911).

Gi tr trung bnh ca bin Mi trng hc tp dao ng t 2,911 n 3,899 trong

c 2 tiu ch hc vin nh gi thp di mc 3. Trung tm cn thc hin nhiu

bin php ci thin Mi trng hc tp nng cao cht lng o to.


NHM 1 Trang 36

Nhn xt:

Nhn vo th, ta thy tiu ch Gio trnh cc mn hc c ni dung chnh xc, hp

l c hc vin hi lng cao nht (Gi tr trung bnh l 3,772), trong khi tiu

ch Gio trnh, ti liu hc tp c cp nht c mc hi lng hn (Gi tr trung

bnh l 3,544).

Nhn chung, gi tr trung bnh ca cc tiu ch trong bin Ti liu hc tp u ln

hn 3, dao ng trong khong t 3,544 n 3,772. iu ny c ngha l hc vin

hi lng mc thp di mc 4.


NHM 1 Trang 37

Nhn xt:

Nhn vo th, ta thy tiu ch S lng tit hc ca mi bui hc ph hp c

hc vin hi lng cao nht (Gi tr trung bnh l 3,937), trong khi tiu ch Phn

b s tit hc hp l gia l thuyt v thc hnh & Hc vin c thi gian n

tp, chun b cho cc k thi c mc hi lng thp nht (Gi tr trung bnh l 3,57).

Gi tr trung bnh ca bin Chng trnh hc tp dao ng t 3,57 n 3,57. iu

ny c ngha l hc vin hi lng mc thp di mc 4.


NHM 1 Trang 38

Nhn xt:

Nhn vo th, ta thy tiu ch Phng hc to cm gic thoi mi cho hc vin

c hc vin hi lng cao nht (Gi tr trung bnh l 3,924), trong khi tiu ch

C trang thit b cho cc hot ng vn ha, ngh thut c mc hi lng thp nht

(Gi tr trung bnh l 2,911).

Gi tr trung bnh ca bin C s vt cht dao ng t 2,911 n 3,924 trong

c 1 tiu ch hc vin nh gi thp di mc 3.


NHM 1 Trang 39

Nhn xt:

Nhn vo th, ta thy tiu ch Gi gio trnh, ti liu hp l c hc vin hi

lng cao nht (Gi tr trung bnh l 3,658), trong khi tiu ch Hc ph ph hp

c mc hi lng thp hn (Gi tr trung bnh l 3,633).

Nhn chung, gi tr trung bnh ca cc tiu ch trong bin Gi c dch dao ng

trong khong t 3,633 n 3,658.


NHM 1 Trang 40

Nhn xt:

Kt qu kho st cho thy mc hi lng ca hc vin v cht lng o to ting Anh

trung tm mc tng i. iu ny chng t hc vin tng i hi lng v cht lng

o to ting Anh. y l mt du hiu tt cho hot ng o to ca trung tm cng

nh uy tn ca trung tm. iu ny ng ngha vi trung tm nn pht huy v c nhiu

bin php ci thin cht lng o to cao hn na em li s hi lng cho hc

vin.

4.2 Phn tch nhn t (EFA Exploratory Factor Analysis)

Theo Hair & ctg (1998), phn tch nhn t l mt phng php phn tch thng k

dng rt gn mt tp gm nhiu bin quan st thnh mt nhm chng c ngha

hn nhng vn cha ng hu ht cc ni dung thng tin ca bin ban u.

Theo Hair & ctg (1998, 111), Multivariate Data Analysis, Prentice-Hall

International, trong phn tch EFA, ch s Factor Loading c gi tr ln hn 0,5 c

xem l c ngha thc t. KMO (Kaiser-Meyer-Olkin) l ch s th hin mc ph


NHM 1 Trang 41

hp ca phng php EFA, h s KMO ln hn 0,5 v nh hn 1 th phn tch nhn t

c coi l ph hp.

Theo Trng & Ngc (2005, 262), kim nh Bartlett (Bartletts test) xem xt gi

thit H0 tng quan gia cc bin quan st bng 0 trong tng th. Nu nh kim nh

ny c ngha thng k, tc l Sig < 0,05 th cc quan st c tng quan vi nhau trong

tng th.

Tm li, trong phn tch nhn t khm ph cn phi p ng cc iu kin:

Factor Loading > 0,5

0,5 < KMO < 1

Kim nh Bartlett c Sig < 0,05

Phng sai trch Total Varicance Explained > 50%

Eigenvalue > 1

M hnh nghin cu ban u c 6 nhm nhn t vi 36 yu t k vng nh hng

n s hi lng ca hc vin i vi cht lng o to TING ANH CA Trung Tm

Ngoi Ng Trung Tm i Hc Bch Khoa TPHCM (C S I) Ton b 36 bin o

lng ny c a vo phn tch nhn t.

Phn tch nhn t c thc hin vi php trch Principle Component, s dng php

xoay Varimax, s dng phng php kim nh KMO (Kaiser-Meyer-Olkin) v Bartlett

o lng s tng thch ca mu kho st.

4.2.1 Kt qu phn tch nhn t ln 1

Yu t cn nh gi Gi tr chy bng So snh

H s KMO 0,840 0,5 < 0,840 < 1

Gi tr Sig trong Kim nh Bartlett 0,000 0,000 < 0,05

Phng sai trch 65,308 % 65,308% > 50%

Gi tr Eigenvalue 1,197 1,197 > 1

Rotated Component Matrixa

Component

1 2 3 4 5


NHM 1 Trang 42

A1 .737

A5 .729

A6 .707

A4 .690

A3 .685

E1 .662

E2 .631

E3 .523

E5

B2 .866

B4 .857

B3 .835

E4 .724

B5 .579

C1 .723

B6 .660

D2 .641

D3 .632

C2 .591

D1 .577

D4 .569 .510

A2

B7

D6 .769

D5 .701

B1

G2 .816

G1 .806

Nhn vo cc kt qu trn, ta nhn thy rng sau khi phn tch nhn t th cc nhn t

gp cho ta thnh 5 nhm. Cc yu t nh gi c thng k:

KMO = 0,84 nn phn tch nhn t l ph hp.

Sig. (Bartletts Test) = 0.000 (sig. < 0.05) chng t cc bin quan st c tng

quan vi nhau trong tng th.

Eigenvalues = 1.197 > 1 i din cho phn bin thin c gii thch bi mi

nhn t, th nhn t rt ra c gha tm tt thng tin tt nht.

Tng phng sai trch:

Rotation Sums of Squared Loadings (Cumulative %) = 65,308% > 50 %.


NHM 1 Trang 43

iu ny chng t 65,308% bin thin ca d liu c gii thch bi 5 nhn t

mi.

H s Factor Loading ca cc bin B7, B5, B6, E1 c gi tr b hn 0,5. Thm

vo , bin A7 gii thch cng lc cho 2 nhn t th 7 v th 10, h s ti Factor

Loading ca bin A7 trong 2 nhn t li c chnh lch b hn 0,3 nn khng

xc nh n gii thch cho nhn t no.

Nh vy ta tip tc thc hin phn tch nhn t ln 2, tuy nhin vic trnh by

phn tch cc ln tip theo kh di, do nhm nghin cu s tp trung vo phn

tch v trnh by kt qu phn tch nhn t ln cui cng.

4.2.2 Kt qu phn tch nhn t ln cui cng


H s KMO 0,846 0,5 < 0,846 < 1

Gi tr Sig trong Kim nh Bartlett 0,000 0,000 < 0,05

Phng sai trch 69,08 % 69,08% > 50%

Gi tr Eigenvalue 1,11 1,11 > 1

Rotated Component Matrixa

Component

1 2 3 4 5

D2 .762

D1 .748

C1 .708

B6 .678

C2 .630

D3 .552

B4 .885

B2 .880

B3 .845

E4 .717

B5 .555

E1 .733

A1 .684

E2 .676

A6 .665

A5 .628

E3 .609


NHM 1 Trang 44

A3 .574

D6 .806

D5 .730

G2 .820

G1 .812

Nhn vo cc kt qu trn, ta nhn thy rng sau khi phn tch nhn t th cc nhn t

gp cho ta thnh 5 nhm. Cc yu t nh gi c thng k:

KMO = 0,846 nn phn tch nhn t l ph hp.

Sig. (Bartletts Test) = 0.000 (sig. < 0.05) chng t cc bin quan st c tng

quan vi nhau trong tng th.

Eigenvalues = 1.11 > 1 i din cho phn bin thin c gii thch bi mi nhn

t, th nhn t rt ra c gha tm tt thng tin tt nht.

Tng phng sai trch:

Rotation Sums of Squared Loadings (Cumulative %) = 69,08% > 50 %.

iu ny chng t 69,08% bin thin ca d liu c gii thch bi 5 nhn t

c to ra.

H s Factor Loading ca cc bin u ln hn 0,5.

Nh vy sau qu trnh thc hin phn tch nhn t, 22 bin quan st c gom

thnh 5 nhn t. Bng phn nhm v t tn nhm cho 5 nhn t c to ra nh

sau:


NHM 1 Trang 45

NHN

T BIN CH TIU

TN

NHM

X1

B6 Trung tm to cho hc vin cm gic gn gi, thin cm

CHNG

TRNH,

TI LIU

HC TP

C1 Gio trnh mn hc c ni dung chnh xc, hp l

C2 Gio trnh, ti liu hc tp c cp nht

D1 Thi gian kha hc hp l

D2 S lng tit hc ca mi bui hc ph hp

D3 T l phn b thi gian gia k nng nghe, ni, c

v vit ph hp

X2

B2 Trung tm t chc cc bui giao lu, trao i kin

thc, kinh nghim gia hc vin vi nhau

MI

TRNG

HC TP

B3 Trung tm t chc cc hot ng vn ngh, gii tr,

th gin cho hc vin

B4 Trung tm c cc hot ng hc tp, sinh hot

mang tnh thc t

B5 Trung tm c vn ha lm vic cao tnh k lut

E4 C trang thit b cho cc hot ng vn ho, ngh thut

X3

A1 Gio vin c tc phong s phm

GIO

VIN, C

S VT

CHT

A3 Gio vin c tm huyt vi hc vin

A5 Gio vin c kin thc su rng

A6 Gio vin nh gi ng, cho im chnh xc

E1 Phng hc to cm gic thoi mi cho hc vin

E2 C s lng phng hc l thuyt, phng LAB

E3 C trang thit b dy hc v hc nh: my

chiu, loa, my hc nghe

X4

D5 Hc vin c thi gian n tp, chun b cho

cc k thi KT QU

THI D6 Thi gian bt u, kt thc gi hc hp l

X5

G1 Hc ph ph hp GI C

DCH V G2 Gi gio trnh, ti liu hp l


NHM 1 Trang 46

4.3 Kim nh Cronbachs Alpha

Kim nh Cronbachs Alpha l kim nh nhm phn tch, nh gi tin cy ca

thang o. Mc ch ca kim nh ny l tm hiu xem cc bin quan st c cng o

lng cho mt khi nim cn o hay khng. Gi tr ng gp nhiu hay t c phn

nh thng qua h s tng quan bin tng Corrected Item Total Correlation. Qua ,

cho php loi b nhng bin khng ph hp trong m hnh nghin cu.

Tiu chun chp nhn cc bin:

Nhng bin c ch s tng quan bin tng ph hp (Corrected Item Total

Correlation) t 0.3 tr ln.

Cc h s Cronbachs Alpha ca cc bin phi t 0.7 tr ln.

Sau khi dng phng php phn tch nhn t loi cc bin khng ph hp, tin hnh

kim nh tin cy ca thang o gm 5 nhn t (5 bin c lp):

1. Chng trnh, ti liu hc tp

2. Mi trng hc tp

3. Gio vin, c s vt cht

4. Kt qu thi

5. Gi c dch v

Bn cnh , thc hin kim nh Cronbachs Alpha cho bin ph thuc l mc hi

lng ca hc vin v cht lng o to ting Anh ti FLC (C s 1). Bng tng hp

kt qu kim nh Cronbachs Alpha c trnh by nh sau:

STT

Bin c lp v bin ph

thuc

S bin quan

st

H s Cronbachs

Alpha

H s Cronbachs Alpha ln nht nu loi b bin

H s tng quan bin

tng nh nht

1 Chng trnh, ti liu hc tp

6 0,855 0,842 0,575

2 Mi trng hc tp

5 0,882 0,894 0,542

3 Gio vin, c s vt cht

7 0,872 0,868 0,551

4 Kt qu thi 2 0,787 0,787 0,649

5 Gi c dch v 2 0,816 0,816 0,692

6 S hi lng 4 0,889 0,879 0,697


NHM 1 Trang 47

Qua bng kt qu trn ta c th thy rng, tt c cc h s Cronbachs Alpha u ln

hn 0,7 ng thi cc ch s tng quan bin tng u ln hn 0,3, do thang o ca

cc bin trong m hnh t tiu chun v m bo tin cy.

Nh vy, sau qu trnh thc hin kim nh Cronbachs Alpha, 22 bin quan

st c sau khi phn tch nhn t khm ph u ph hp v khng c bt k bin

no b loi khi cc nhm nhn t.

4.4 M hnh nghin cu tng qut

Sau khi tin hnh phn tch d liu thu thp c thng qua cc bc phn tch nhn

t v phn tch tin cy Cronbachs Alpha, m hnh nghin cu c iu chnh gm

5 bin c lp o lng bin ph thuc l S hi lng ca khch hng. M hnh c

khi qut nh sau:

4.5 Phn tch tng quan h s Pearson

Ngi ta s dng h s tng quan Pearson lng ha mc cht ch ca mi

lin h tuyn tnh gia hai bin nh lng. Nu gia 2 bin c s tng quan cht ch

th phi lu vn a cng tuyn khi phn tch hi quy.

a cng tuyn l trng thi cc bin c lp c tng quan cht ch vi nhau. Vn

ca hin tng cng tuyn l chng cung cp cho m hnh nhng thng tin rt ging

nhau, v rt kh tch ri nh hng ca tng bin mt n bin ph thuc.

a cng tuyn lm tng lch chun ca cc h s hi quy v lm gim tr thng

k t ca kim nh ngha nn cc h s c khuynh hng km ngha.

Cn xem xt hin tng a cng tuyn khi phn tch hi quy nu h s tng quan

pearson > 0.3.

Thc hin to cc bin mi i din cho tng nhm bin (gi tr trung bnh) vi:

Chng trnh, ti liu hc tp

Mi trng hc tp

Gio vin, c s vt cht

Kt qu thi

Gi c dch v

S hi

lng ca

hc vin


NHM 1 Trang 48

X1 i din cho B6, C1, C2, D1, D2, D3

X2 i din cho B2, B3, B4, B5, E4

X3 i din cho A1, A3, A5, A6, E1, E2, E3

X4 i din cho D5, D6

X5 i din cho G1, G2

Y i din cho H1, H2, H3, H4

Gi phng trnh hi quy cha chun ha ca m hnh c dng nh sau:

Y = 0 + 1X1 + 2X2 + 3X3 + 4X4 + 1X5

Thc hin phn tch h s tng quan Pearson:

Correlations

Y X1 X2 X3 X4 X5

Y

Pearson Correlation 1 .726 .421 .637 .529 .546

Sig. (2-tailed) .000 .000 .000 .000 .000

N 79 79 79 79 79 79

X1

Pearson Correlation .726 1 .435 .647 .517 .525

Sig. (2-tailed) .000 .000 .000 .000 .000

N 79 79 79 79 79 79

X2

Pearson Correlation .421 .435 1 .438 .325 .171

Sig. (2-tailed) .000 .000 .000 .003 .132

N 79 79 79 79 79 79

X3

Pearson Correlation .637 .647 .438 1 .555 .372

Sig. (2-tailed) .000 .000 .000 .000 .001

N 79 79 79 79 79 79

X4

Pearson Correlation .529 .517 .325 .555 1 .440

Sig. (2-tailed) .000 .000 .003 .000 .000

N 79 79 79 79 79 79

X5

Pearson Correlation .546 .525 .171 .372 .440 1

Sig. (2-tailed) .000 .000 .132 .001 .000

N 79 79 79 79 79 79

Cc gi tr Sig. u nh hn 0,05 do vy cc cp bin u tng quan v c ngha

thng k. H s tng quan ca mt s cp bin c lp tng tc nhau cng kh ln

(ln hn 0,4) nn khi phn tch hi quy cn ch n hin tng t tng quan ca cc

bin c lp.


NHM 1 Trang 49

4.6 Phn tch hi quy

i vi mi trung tm ngoi ng, s hi lng ca hc vin i vi cht lng o

to ca trung tm l cc k quan trng. Mc tiu ca cc trung tm ngoi ng l c

th tha mn tt nht s hi lng ca hc vin, do vy m vic phn tch cc nhn t nh

hng ti s hi lng ca hc vin l vic lm v cng cn thit. Chnh v vy, phn tch

hi quy s c nhm nghin cu s dng phn tch s tc ng ca cc bin c lp

(5 bin) ti bin ph thuc (s hi lng ca hc vin) trong phn ny. Trc ht, ta cn

nm s mt s l thuyt v phn tch hi quy. Phn tch hi quy l mt phn tch thng

k xc nh xem cc bin c lp (bin thuyt minh) quy nh cc bin ph thuc

(bin c thuyt minh) nh th no. M hnh phn tch hi quy s m t hnh thc ca

mi lin h v qua gip d on c gi tr ca bin ph thuc khi bit trc gi tr

ca bin c lp.

t gi thit v nhng nhn t tc ng n s hi lng ca hc vin:

Gi thit Ni dung

H1 Chng trnh, ti liu hc tp khng nh hng n s hi lng ca hc vin

H2 Mi trng hc tp khng nh hng n s hi lng ca hc vin

H3 Gio vin, c s vt cht khng nh hng n s hi lng ca hc vin

H4 Kt qu thi khng nh hng n s hi lng ca hc vin

H5 Gi c dch v khng nh hng n s hi lng ca hc vin

p dng phn tch hi quy vo m hnh, tin hnh phn tch hi quy a bin vi 5

nhn t c kim nh h s tng quan (X1, X2, X3, X4, X5) v bin ph thuc

(Y). Phng php phn tch c chn l phng php a vo mt lt Enter. Bng

tng hp kt qu phn tch hi quy ln 1 c trnh by nh sau:

Nhn t Beta

chun ha Sig.

Tolerance VIF

Gi tr So snh Gi tr So snh

X1 0,394 0,000 0,453 0,453 > 0,0001 2,207 2,207 < 10

X2 0,092 0,271 0,757 0,757 > 0,0001 1,320 1,320 < 10

X3 0,219 0,036 0,495 0,495 > 0,0001 2,019 2,019 < 10

X4 0,084 0,366 0,612 0,612 > 0,0001 1,635 1,635 < 10

X5 0,206 0,022 0,677 0,677 > 0,0001 1,476 1,476 < 10


NHM 1 Trang 50

T bng kt qu hi quy trn ta thy c 2 bin c Sig. (hay p-value) khng t mc

ngha 5% = 0,05 ln lt l: X2 = 0,276 v X4 = 0,366.

Nh vy vi cc gi thit t ra:

Chp nhn gi thit H2 v H4, ngha l Mi trng hc tp v Kt qu thi

khng nh hng n s hi lng ca hc vin v cht lng o to ting Anh

ca Trung tm ngoi ng Bch Khoa TP.HCM (C s 1).

Bc b cc gi thit H1, H3, H5, ngha l Chng trnh, ti liu hc tp, Gio

vin, c s vt cht, Gi c dch v c nh hng n s hi lng ca hc

vin v cht lng o to ting Anh ca Trung tm ngoi ng Bch Khoa

TP.HCM (C s 1).

Loi b cc bin c gi tr Sig. > 0,05 (2 bin X2 v X4) ra khi phng trnh hi quy,

sau chy li m hnh hi quy vi bin c gi li v c kt qu nh bng sau:

Nhn t Beta

chun ha Sig.

Tolerance VIF

Gi tr So snh Gi tr So snh

X1 0,436 0,000 0,488 0,488 > 0,0001 2,050 2,050 < 10

X3 0,275 0,005 0,586 0,586 > 0,0001 1,724 1,724 < 10

X5 0,215 0,013 0,723 0,723 > 0,0001 1,384 1,384 < 10

Nh vy, sau qu trnh thc hin phn tch hi quy, tt c cc bin u t mc

ngha 5% (gi tr Sig. u nh hn 0,05), do mt ln na khng nh: Bc b cc gi

thit H1, H3, H5 c ngha l Chng trnh, ti liu hc tp, Gio vin, c s vt

cht, Gi c dch v thc s c nh hng n s hi lng ca hc vin v cht

lng o to ting Anh ca Trung tm ngoi ng Bch Khoa TP.HCM (C s 1).

Vi kt qu thng k, tt c cc bin u c Sig. < 0,05; u t c tiu chun

chp nhn Tolerance > 0,0001; u c h s phng i phng sai VIF < 10. Nh vy

cc bin c lp ny l hon ton ph hp trong m hnh. Phng trnh hi quy chun

ha lc ny:


NHM 1 Trang 51

Y = 0,436X1 + 0,275X3 + 0,215X5


R 0,780

R2 0,609

R2 hiu chnh 0,593

Sig ca kim nh F 0,000 0,000 < 0,05

H s Durbin-Watson 1,787 0 < 1,787


NHM 1 Trang 52

Trong , yu t Chng trnh, ti liu hc tp tc ng n s hi lng ca hc

vin mnh nht (H s Beta chun ha l 0,436); th hai l yu t Gio vin, c s

vt cht (H s Beta chun ha l 0,275); th ba l yu t Gi c dch v (H s

Beta chun ha l 0,215).

T phng trnh hi quy, chng ta c th thy rng cc H s Beta chun ha u

ln hn 0 cho thy cc bin c lp tc ng thun chiu vi s hi lng ca hc vin.

C ngha l khi nhng bin ny (Ti liu hc tp, Gio vin, Gi c dch v) pht trin

theo hng tch cc, th s hi lng ca hc vin s tng ln theo chiu thun. Nh vy,

trung tm cn phi n lc ci tin, pht trin cc nhn t c ny hn na nng cao

s hi lng ca hc vin.

Gii thch phng trnh hi quy:

Phng trnh hi quy: Y = 0,436Z1 + 0,275Z2 + 0,215Z3

- Trong iu kin cc yu t khc khng i, khi chng trnh, ti liu hc tp c

phn b hp l, hc vin s hi lng hn vi cht lng o to.

i i vi s pht trin cng ngh k thut v ton cu ha mt cch mnh m, ngy

nay, o to ting Anh l v rt cp thit. Vic hc khng ch b hp trong khun

kh ln lp ghi chp v nh hc thuc, l hc vt, l hc mt cch th ng; v cch

hc ny ang dn b h thng gio dc cc nc xa b mt cch trit . Chnh v vy,

vic phn b chng trnh hc c s phn b hp l gia l thuyt v thc hnh l v

cng cn thit. Bn cnh , Trung tm cn lu trong vic b tr thi gian v s tit

hc gia cc k nng nghe, ni, c, vit m bo hc vin va c th giao tip va

c kin thc ng php, kh nng c, vit tng i tt. Mt yu t khng th khng

cp n, l vic sp xp thi gian kha hc hp l v s lng tit hc ca mi

bui hc ph hp. Nu Trung tm quy nh thi gian kha hc ngn, s rt gp, dn n

tnh trng mt s mn hc khng c thi gian, khng c s tit hc gio vin

3=0,215

2=0,275

1=0,436Z1 Chng trnh, ti liu hc tp

Z2 - Gio vin, c s vt cht

Z3 - Gi c dch v

S hi

lng ca

hc vin


NHM 1 Trang 53

truyn t kin thc ti hc vin, t lm tng nguy c hc vin thiu st kin thc

cn thit cho chuyn mn cng nh nhn thc cc vn . Tm li, vic ci tin, phn

b chng trnh hc hp l s gp phn nng cao s hi lng ca hc vin i vi cht

lng o to ting Anh ca trung tm.

- Trong iu kin cc yu t khc khng i, khi i ng gio vin, ca trung tm

ngy cng nng cao trnh , nng lc, o c, C s vt cht ca trung tm c

m bo, nng cp hin i hn hc vin s hi lng hn vi cht lng o to ca

trung tm.

Ngh gio l mt trong nhng ngh cao qu v thing ling nht trong nhng ngh

cao qu, c mi ngi v x hi tn trng. Cch n mc, i ng, cch thc giao tip,

ng x,ca i ng gio vin s gp phn to nn phong cch s phm cho h. Chnh

nh iu ny h s to ra mt nt ring trong ngh gio m nhng ngh khc khng c.

Vy nn, phong cch s phm l mt yu t v cng quan trng. Mt gio vin c tc

phong s phm tt th to nn n tng tt trong hc vin.

Hnh thc b ngoi th quan trng, nhng ni dung bn trong li quan trng hn na.

X hi ngy cng vn minh, hin i v pht trin, ko theo con ngi phi trang b

cho mnh kin thc nh th no c th thch nghi tt vi x hi nh ngy nay. Cng

nh c c nhng kin thc, kinh nghim sau khi ra trung tm c th bt tay vo

lm vic, tri nghim vi i th hc vin cn phi c nhng ngi thy, ngi c gii

truyn t cho h - chnh nhng ngi ny s li a h cp bn tng lai.

ging dy tt v hiu qu th iu kin u tin i vi mt gio vin i hc l

chuyn mn phi vng vng. Chng th m trong cc tiu ch tuyn gio vin ca cc

trung tm trung tm ngoi ng lun c yu cu v bng cp, chuyn mn o

toThc t, vi s pht trin nh v bo ca cng ngh thng tin ngy nay, vic cc

bn hc vin cp nht cc kin thc c bn khng cn kh khn nh trc. Nu nh

trc y nhng kin thc chuyn ngnh c bn trong cc lnh vc o to ca cc trung

tm ngoi ng cn l nhng th xa x ca cc bn hc th gi y h hon ton c th

tm thy ngay trn internet, sch bo, tp ch Do vy, vic phi c chuyn mn vng

y cn hiu l chuyn mn rt su v rng, c nh vy th mi c th vn

ging dy cc bn hc vin.

Tm li, khi i ng gio vin ca trung tm ngy cng nng cao trnh , nng lc,

o c, hc vin s hi lng hn vi cht lng o to ca trung tm.


NHM 1 Trang 54

Cht lng hc tp chu tc ng bi nhiu yu t. Trong c cc yu t v Mi

trng hc tp hu hnh, cc trang thit b hc tp v c s vt cht ca trung tm. Vi

vic trang b cc phng hc l thuyt rng ri thong mt, y cc thit b nghe

nhn, qut, my lnhs to cho hc vin cm gic thoi mi, th gin, nh vy cht

lng hc tp s tng ln ng k.

i vi k nng nghe, cc phng Lab vi trang thit b hin i, y tai nghe s

gip cho tt c cc hc vin c c hi thc hnh nhng l thuyt hc trn lp, y l

c hi cho cc hc vin c th trao i vi nhau nhng thc mc v c th nh gio

vin ging gii trc tip, nh vy s tit kim thi gian nhiu hn v hc vin s nm

bi chc hn.

Cc hot ng ngoi kha, vn ngh, th dc th thao gip ch rt nhiu cho vic

gii tr, th gin ca hc vin sau nhng gi hc cng thng. Chnh v vy, i i vi

vic thng xuyn t chc cc hot ng ngoi kha, trung tm cn trang b y my

mc, cng c, sn bi phc v cho cc hot ng ny s gip cho cc hc vin c

c mi trng giao lu, khng ch gii tr m cn hc hi, trau di cc k nng khng

c dy trn lp..Nh vy, s hi lng ca hc vin s tng theo xu hng t l

thun vi vic ci thin c s vt cht, trang thit b.

Mt yu t rt ng quan tm na l vic thng xuyn kim tra, bo tr, nng

cp trang thit b, phng hc l thc s cn thit. V d: sa cha li qut b hng, thay

cc my chiu b m, thay cc bn gh b gy, nng cp h thng my tnh, h thng

internet.hay vic bo tr thang my, sa cha phng hcv..vThc hin cng vic

ny nh k v khn cp khi cn mt cch tt nht s gip cho hc vin an tm hn, to

s tin tng trong hc vin, gip cho hc vin c th tp trung vo vic hc vi tinh

thn cao nht.

Tm li, vic ci thin, nng cp, pht trin c s vt cht ca trung tm, trang thit

b gio dcs gip tng s hi lng ca hc vin v cht lng o to.

- Trong iu kin cc yu t khc khng i, khi gi c cc dch v do trung tm cung

cp mc hp l hn, hc vin s hi lng hn vi cht lng o to ca trung tm.

Vic hi lng vi cht lng o to ca trung tm cn phi xem xt v mt gi c

ca cc dch v ti trung tm c ph hp vi cht lng dch v to ra. V iu m hc

vin quan tm nht gi c l hc ph, hc ph hc vin phi ng cho tng kha

hc c xng ng vi lng kin thc hay kinh nghim m hc vin nhn c trong


NHM 1 Trang 55

kha khng. Bn cnh , vic tng hc ph lin tc hng nm ca trung tm l vic

bc xc ca nhiu hc vin. Trung tm thu thm hc ph nh vy c tng thm cht

lng ging dy ph hp vi s tin hc ph tng thm khng? l cu hi m nhiu

hc vin t cho mi ln Trung tm tng hc ph. V th, mc gi hc ph ph hp s

lm tng s hi lng ca hc vin khi s tin hc ph hc vin b ra ph hp vi cht

lng dch v m hc vin nhn c. i i vi hc ph chnh l gi c ca gio

trnh v ti liu bn ti trung tm, vic gi c gio trnh v ti liu ph hp vi hc vin

s to iu kin d dng trong vic ging dy ca gio vin v t nghin cu ca hc

vin thng qua gio trnh, qua ti liu. Vic gio trnh v ti liu qu c s lm hn ch

vic tip thu v kh nng t nghin cu ca hc vin.

Tm li, gi c dch v ph hp s gp phn nng cao s hi lng ca hc vin vi

cht lng o to ting Anh ti trung tm.

CHNG 5: KT LUN V KIN NGH

Kt lun:

Mc ch nghin cu ca m hnh l xc nh cc yu t chnh tc ng n s hi

lng ca hc vin i vi cht lng o to ting Anh ca trung tm ngoi ng i hc

Bch Khoa (C s I). khng nh s tc ng ca cc yu t mt m hnh l thuyt

c xy dng v kim nh, m hnh da trn c s l thuyt v s hi lng ca khch

hng, cht lng dch v v mi lin h gia cht lng dch v v s hi lng ca khch

hng. Kt qu thu c sau qu trnh kho st kin v phn tch kt qu kho st cho

thy, cc thang o lng cc yu t tc ng n

02 nc su hai long hv flc

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