Đo lường giá trị thương hiệu giáo dục tiểu học công lập
DESCRIPTION
Tiểu luận nghiên cứu khoa họcTRANSCRIPT
-
B GIO DC V O TO
TRNG I HC KINH T TP.HCM ---- K ---
NGUYN PHNG HONG LAM
O LNG GI TR THNG HIU
DCH V GIO DC TIU HC NGOI
CNG LP TI TP.HCM
Chuyn ngnh: Qun tr kinh doanh
M s: 60.30.05
LUN VN THC S KINH T
NGI HNG DN: TS HONG LM TNH
THNH PH H CH MINH 2009
-
I
MC LC Trang
Mc lc.. .i
Danh mc cc bng... iv
Danh mc cc hnh v, th v t vit tt................ v
Tm tt..... .vi
CHNG 1: GII THIU V TI NGHIN CU 1.1 C s hnh thnh ti nghin cu ....1 1.2 Mc tiu nghin cu... .2
1.3 Phng php v phm vi nghin cu...... 3
1.4 ngha thc tin ca ti.....4
1.5 Cu trc ca lun vn..5
CHNG 2: THNG HIU V GI TR THNG HIU 2.1. Gii thiu.... 6 2.2. Thng hiu v sn phm .. 6
2.3. Gi tr thng hiu........... .. 8
2.3.1. Gi tr thng hiu theo quan im nh gi v ti chnh . ..... 8
2.3.2. Gi tr thng hiu theo nh gi cn c vo ngi tiu dng 8
2.3.2.1. Gi tr thng hiu theo quan im ca Aaker. 10
2.3.2.2. Gi tr thng hiu theo quan im ca Keller. 11
2.3.2.3. Gi tr thng hiu theo quan im ca Lassar & ctg . 12
2.3.2.4. Gi tr thng hiu theo quan im ca PGS.TS.Nguyn nh Th ...... 13
2.4. S khc bit gia cc loi hnh sn phm v dch v ...15
2.5. Gi tr thng hiu trong lnh vc dch v gio dc tiu hc ...........17
2.5.1. Nhn bit thng hiu (BA) .......17
2.5.2. n tng thng hiu (BI) .........18
2.5.3. Cht lng cm nhn (PQ) .........19
-
II
2.5.4. Lng trung thnh thng hiu (BL) ........19
2.6. Tm tt.. 22
CHNG 3: PHNG PHP NGHIN CU 3.1. Gii thiu..23 3.2. Thit k nghin cu.. 23
3.2.1. Phng php nghin cu .. 23
3.2.2. Xc nh mu nghin cu ... ..24
3.2.3. Quy trnh nghin cu..... 24
3.3. iu chnh thang o.. 25
3.3.1. Thang o mc nhn bit thng hiu.. .25
3.3.2. Thang o mc n tng thng hiu .. 26
3.3.3. Thang o mc cht lng cm nhn thng hiu .. 26
3.3.4. Thang o lng trung thnh thng hiu .. 27
3.4. nh gi s b thang o .. 28
3.5. Tm tt.. 31
CHNG 4: KT QU NGHIN CU 4.1. Gii thiu.. 33 4.2. Thng tin mu nghin cu 33
4.3. Kim nh tin cy ca thang o Cronbach alpha v phn tch nhn t (EFA) 35
4.4. Phn tch hi quy tuyn tnh .... 43
4.4.1. Xem xt ma trn tng quan gia cc bin trong m hnh ... 44
4.4.2. nh gi v kim nh ph hp ca m hnh .. 46
4.4.3. ngha cc h s hi quy trong m hnh ... 48
4.5. Phn tch s khc bit v tm quan trng ca tng thnh phn gi tr
thng hiu .........................................................46
4.5.1. S khc bit trong nh gi ca ph huynh theo loi trng .......... 49
4.5.2. S khc bit trong nh gi theo tui ............. .51
-
III
4.5.3. S khc bit trong nh gi theo thu nhp............ 52
4.6. Tm tt..52
Chng 5. KT LUN 5.1. Gii thiu.. 55 5.2. Tm tt kt qu chnh v mt s xut 56
5.2.1. Kt qu chnh ca nghin cu 56
5.3.2. xut............................57
5.3. Nhng hn ch v hng nghin cu tip theo.............58
5.4. Tm tt .... 59
Ti liu tham kho....60
Ph lc 1: Dn bi tho lun nhm.. 62
Ph lc 2: Nghin cu s b ............................... 64
Ph lc 2.1: Bng cu hi s b.......................... 64
Ph lc 2.2: Nghin cu nh lng s b.. 66
Ph lc 3: Bng cu hi chnh thc............ 75
Ph lc 4: Phn tch m t.................................. 77
Ph lc 5: nh gi tin cy Cronbach alpha ca thang o.... 79
Ph lc 6: Phn tch nhn t khm ph (EFA)..... 83
Ph lc 7: Phn tch hi quy tuyn tnh bi......... 88
Ph lc 8: Phn tch s khc bit ca cc thnh phn gi tr thng hiu theo tng loi
trng (Independent sample t-tests) .................... 90
Ph lc 9: Phn tch phng sai ANOVA theo thu nhp.... 97
Ph lc 10: Phn tch phng sai ANOVA theo tui....100
-
IV
DANH MC CC BNG
Bng 3.1: Thang o mc nhn bit thng hiu 25
Bng 3.2: Thang o n tng thng hiu .. 26
Bng 3.3: Thang o cht lng cm nhn thng hiu .. 27
Bng 3.4: Thang o lng trung thnh thng hiu .. 28
Bng 3.5: Kt qu EFA ca thang o nhn bit thng hiu . .29
Bng 3.6: Kt qu EFA ca thang o cht lng cm nhn thng hiu ... 29
Bng 3.7: Kt qu EFA ca thang o lng trung thnh thng hiu . .30
Bng 3.8: Kt qu EFA ca thang o n tng thng hiu trc khi loi bin.... .30
Bng 3.9: Kt qu EFA ca thang o n tng thng hiu sau khi loi bin....... .31
Bng 4.1: Bng thng k gii tnh mu nghin cu. 34
Bng 4.2: Bng thng k tui mu nghin cu ....34
Bng 4.3: Bng thng k thu nhp mu nghin cu .35
Bng 4.4: Bng thng k s lng ph huynh nh gi theo loi trng ... 35
Bng 4.5: H s tin cy alpha ca cc thang o nhn bit thng hiu .. 36
Bng 4.6: H s tin cy alpha ca cc thang o n tng thng hiu .. 37
Bng 4.7: H s tin cy alpha ca cc thang o cht lng cm nhn .. 38
Bng 4.8: H s tin cy alpha ca cc thang o lng trung thnh thng hiu .. 39
Bng 4.9: Kt qu phn tch nhn t (EFA) ca thang o gi tr thng hiu ... 40
Bng 4.10: Ma trn h s tng quan ca cc thnh phn gi tr thng hiu .. 44
Bng 4.11: Ch tiu nh gi ph hp ca m hnh ...47
Bng 4.12: Bng kim nh ph hp ca m hnh nghin cu... 48
Bng 4.13: Bng thng s thng k ca tng bin trong phng trnh. 48
Bng 4.14: Kt qu thng k theo nhm trng . 50
Bng 4.15: Bng kim nh tr trung bnh hai tng th .. 51
-
V
DANH MC CC HNH V V TH
Hnh 2.1: M hnh gi tr thng hiu ca Aaker 11
Hnh 2.2: M hnh gi tr thng hiu ca Keller, 2003. ..12
Hnh 2.3: M hnh gi tr thng hiu ca Lassar & ctg ..13
Hnh 2.4: M hnh gi tr thng hiu ca Nguyn nh Th..14
Hnh 2.5: M hnh gi thuyt ca ti 20
Hnh 3.1: Quy trnh nghin cu. 24
Hnh 4.1: Kt qu EFA ca m hnh l thuyt . 42
Hnh 4.2: Biu quan h gia BA & BL 45
Hnh 4.3: Biu quan h gia BI & BL.. 45
Hnh 4.3: Biu quan h gia PQ & BL..... 46
DANH MC CC T VIT TT
BA: Brand Awareness (Nhn bit thng hiu)
BE: Brand Equity (Gi tr thng hiu)
BI: Brand Image (n tng thng hiu)
BL: Brand Loyalty (Lng trung thnh thng hiu)
PQ: Perceived Quality (Cht lng cm nhn v thng hiu)
GDT: Gio dc o to
Tp. HCM: Thnh ph H Ch Minh
-
VI
TM TT
Nghin cu ny nhm mc ch iu chnh v o lng cc thnh phn ca gi tr
thng hiu trong lnh vc dch v gio dc bc tiu hc cn c vo nhng thang o v
dch v c kim nh trn th gii, ng thi xc nh mi quan h gia thnh phn
lng trung thnh thng hiu (c xem l thnh phn c nh hng ln nht n qu
trnh hoch nh chin lc marketing ca cc nh u t gio dc) v cc thnh phn cn
li ca m hnh. Ngoi ra, nghin cu cng phn tch s khc bit v tm quan trng ca
tng thnh phn gi tr thng hiu ca tng loi trng v theo tng nhm i tng ph
huynh.
Da vo l thuyt v thng hiu trong lnh vc sn phm v dch v c trn th
gii v ti Vit Nam, nghin cu xy dng m hnh trn c s iu chnh li thang o
cho ph hp vi th trng gio dc bc tiu hc. Mt nghin cu nh lng s b vi
mu 130 ph huynh c con ang theo hc ti cc trng tiu hc ngoi cng lp ti Tp.
HCM nh gi s b thang o v mt nghin cu nh lng chnh thc vi mu 265
ph huynh c thc hin tip theo kim nh m hnh thang o v cc gi thuyt.
Kt qu kim nh cho thy cc thang o u t tin cy v gi tr cho php, m
hnh l thuyt ph hp vi thng tin th trng v a s cc gi thuyt u c chp nhn.
C th l c bn nhn t cu thnh nn gi tr thng hiu trong lnh vc dch v gio dc
bc tiu hc ti Tp. HCM bao gm: nhn bit thng hiu (BA), n tng thng hiu
(BI), cht lng cm nhn thng hiu (PQ) v lng trung thnh thng hiu (BL). Kt
qu cho thy, cht lng cm nhn thng hiu l yu t c nh hng mnh nht n
lng trung thnh ca ph huynh i vi thng hiu, k n l yu t n tng thng
hiu. Nhn bit thng hiu c nh hng thp nht n lng trung thnh thng hiu tuy
nhin vn c tng quan thun. ng thi theo kt qu nghin cu ca ti cn cho thy
c s khc bit v mc nh gi ca ph huynh v cc nhn t nhn bit thng hiu,
cht lng cm nhn v lng trung thnh thng hiu ca hai nhm trng ngoi cng lp.
-
VII
Tuy nhin, khng c s khc bit trong nh gi cc thnh phn gi tr thng hiu khi
chia theo tui v thu nhp hng thng ca ph huynh.
Kt qu nghin cu ca ti ny cung cp thng tin v cc yu t cu thnh gi
tr thng hiu trong lnh vc gio dc bc tiu hc t thc y vic nng cao cht
lng gio dc th trng Tp. HCM. ng thi kt qu nghin cu c th gip cho nh
u t trong lnh vc gio dc c th hoch nh chin lc pht trin thng hiu mt
cch hiu qu hn.
-
1
Chng 1: TNG QUAN
1.1 C s hnh thnh ti
Lnh vc dch v gio dc ph thng hin nay ang thu ht rt nhiu s ch ca cc
nh u t. Vi s vn u t vo gio dc ln n mc k lc: 1,457 t ng trong nm
2007 (theo thng k ca S GD TP.HCM) [29] v k t nm 2007 n nay, hng lot cc
trng ph thng ngoi cng lp c hnh thnh hoc ang trong qu trnh xy dng,
in hnh nh: trng quc t Canada, trng Vstar, trng quc t M, trng quc t
Singapore, trng Vit c, Chu, c Chu, Chu Thi Bnh Dng, Bc M, Trng
Vnh K, .... cho thy s cnh tranh trong lnh vc ny rt si ng v ngy cng tr nn
gay gt.
Chnh s cnh tranh buc cc nh u t phi quan tm n vic xy dng gi tr
thng hiu. C rt nhiu cng trnh nghin cu trn th gii chng minh vic xy dng
thng hiu mnh s gip tng sc mnh, to li th cnh tranh cho doanh nghip v gim
thiu ri ro trong vic la chn dch v ca khch hng. Do vy, xy dng v o lng gi tr
thng hiu trong lnh vc dch v gio dc l mt cng c gip cc nh u t c th a ra
nhng hoch nh ng n trong chin lc pht trin ca mnh.
c th nh hng pht trin thng hiu mt cch hiu qu, trc ht cn phi xc
nh r cc thnh phn cu thnh nn gi tr thng hiu v thnh phn no ng vai tr thit
yu. c bit trong lnh vc gio dc, khch hng s rt thn trng trong vic a ra quyt
nh la chn dch v. Chnh v s cnh tranh gay gt cng nh tnh c trng ca loi hnh
dch v ny, vic xc nh cc thnh phn cu thnh gi tr thng hiu trong lnh vc gio
dc l mt nhu cu cp thit vi cc nh u t gio dc trong giai on hin nay.
ti ny cp ti gi tr thng hiu trong lnh vc gio dc bc tiu hc. y l
bc hc quan trng, l thi gian thit lp nn tng kin thc c bn cho s pht trin sau ny
ca tr.
-
2
T nhng c s trn, tc gi chn ti: o lng gi tr thng hiu dch v gio
dc tiu hc ngoi cng lp ti Tp. HCM.
1.2 Mc tiu ti:
Nghin cu ny c thc hin nhm mc tiu:
Xy dng m hnh o lng cc thnh phn gi tr thng hiu trong ngnh dch v gio dc tiu hc ti Tp. HCM.
nh gi mi quan h gia lng trung thnh thng hiu v cc yu t khc cu thnh nn gi tr thng hiu trong lnh vc dch v gio dc bc tiu hc.
Phn tch s khc bit v mc nh gi ca ph huynh i vi tng thnh phn cu thnh gi tr thng hiu theo tng loi trng.
Phn tch s khc bit v mc nh gi tm quan trng ca cc thnh phn gi tr thng hiu theo tng nhm i tng ph huynh khc nhau.
t c cc mc tiu trn, ti s hng vo cc vn c th sau:
Trnh by khi qut c s l lun v thng hiu, gi tr thng hiu, cc m hnh gi tr thng hiu trn th gii v ti Vit Nam.
Cn c vo c s l thuyt, xy dng, iu chnh v kim nh cc thang o lng cc thnh phn gi tr thng hiu trong lnh vc dch v gio dc bc tiu hc.
Xy dng hm hi quy v mi lin h gia lng trung thnh thng hiu v cc thnh phn khc cu thnh nn gi tr thng hiu.
Phn tch s khc bit v mc nh gi tm quan trng ca tng thnh phn gi tr thng hiu phn theo tng loi trng v tng nhm i tng ph huynh.
1.3 Phng php v phm vi nghin cu
Nghin cu c thc hin trn c s nh gi ca cc ph huynh c con ang theo
hc ti cc trng tiu hc ngoi cng lp trong phm vi thnh ph H Ch Minh. Nghin cu
-
3
ny chn ra hai trng c trng cho hai nhm trng ngoi cng lp hin nay nh gi,
l trng quc t Vit c c chng trnh ging dy c kt hp gia chng trnh
quc t vi chng trnh ca B gio dc o to v trng tiu hc dn lp Trng Vnh K
ging dy thun ty theo chng trnh khung ca B gio dc.
V mt phng php nghin cu, ti c thc hin theo hai bc:
Bc 1: nghin cu s b bao gm: nghin cu nh tnh v nghin cu nh lng.
Nghin cu nh tnh c thc hin thng qua k thut tho lun tay i. Tc gi thc hin
kho st cu hi m i vi mt s ph huynh (c con ang theo hc ti cc trng ngoi
cng lp) cho n khi tm ra cc kin chung nht v gi tr thng hiu trong lnh vc dch
v gio dc. Tng s lng ph huynh kho st cho n khi s lng kin trng li n
80% l 30 ph huynh. Nghin cu s b nh lng c thc hin vi mu c kch thc n=
130 mu qua bng cu hi c thit k vi thang o Likert 5 mc o lng mc
quan trng ca cc yu t rt ra t nghin cu nh tnh. D liu thu thp t nghin cu
ny s c kim tra bng phng php phn tch tin cy Cronbach alpha v phn tch
nhn t (EFA) nhm loi b cc bin c trng s nh hn 0,4 v iu chnh cc bin trong
bng cu hi cho ph hp hn trong ln nghin cu tip theo.
Bc 2: nghin cu chnh thc c thc hin bng phng php nghin cu nh
lng. Sau khi iu chnh bng cu hi t kt qu phn tch trong phn nghin cu s b,
tc gi tin hnh nghin cu iu tra m rng vi mu n = 265 ph huynh nhm thu thp
kin ca ph huynh mt ln na v mc quan trng ca cc yu t cu thnh gi tr thng
hiu. Mc ch ca nghin cu ny l khng nh cc nhm thnh phn cu thnh gi tr
thng hiu trong lnh vc gio dc bc tiu hc thng qua phng php phn tch tin cy
Cronbach alpha, phn tch nhn t EFA. Sau , nghin cu thc hin vic xy dng hm hi
quy v mi lin h gia nhn t lng trung thnh thng hiu v cc nhn t khc cu thnh
nn gi tr thng hiu trong lnh vc dch v gio dc bc tiu hc. Sau cng l bc kim
nh Independent samples t-test v phn tch phng sai ANOVA nh gi s khc bit v
-
4
tm quan trng ca tng thnh phn gi tr thng hiu theo cc nhm trng, theo thu nhp
v tui.
Cch thc ly mu trong nghin cu c s dng theo phng php ly mu phi xc
sut. Lun vn s dng phn mm SPSS 11.5 for Windows x l vi cc cng c thng k
m t, kim nh tin cy ca cc thnh phn vi Cronbach alpha, phn tch nhn t khm
ph EFA, phn tch hi quy tuyn tnh, kim nh Independent Samples T-Test, phn tch
phng sai ANOVA.
1.4 ngha thc tin ca ti
ti c ngha thc tin sau:
Gp phn cung cp thng tin v cc yu t cu thnh gi tr thng hiu trong lnh vc gio dc bc tiu hc t thc y vic nng cao cht lng gio dc.
Kt qu nghin cu cn a ra b thang o o lng gi tr thng hiu trong lnh vc gio dc bc tiu hc ti th trng Tp. HCM. B thang o ny c kim nh ph
hp vi th trng dch v gio dc ngoi cng lp Thnh ph H Ch Minh lm
c s tham kho cho cc nghin cu tip theo.
V mt l lun v phng php, ti ng vai tr nh mt nghin cu khm ph, lm tin cho cc nghin cu tip theo trong vic o lng gi tr thng hiu trong lnh
vc dch v gio dc nhng cp hc khc nhau v mt phm vi rng hn.
1.5 Cu trc ca lun vn
Lun vn c kt cu thnh nm chng: Chng 1: M u, gii thiu tng quan v ti nghin cu.
-
Chng 2: C s l lun v thng hiu, gi tr thng hiu v cc thnh phn cu
thnh gi tr thng hiu, cc m hnh gi tr thng hiu c kim nh
Vit Nam v trn th gii.
Chng 3: Phng php nghin cu.
Chng 4: Kt qu nghin cu.
Chng 5: Kt lun, tm tt nhng kt qu chnh v xut nhng kin ng
gp ca nghin cu cho cc nh qun l gio dc cng nh hn ch ca ti
nh hng cho nhng nghin cu tip theo.
5
-
6
Chng 2: THNG HIU V GI TR THNG HIU 2.1 Gii thiu
Chng mt gii thiu v c s hnh thnh, s cn thit v ngha ca vic thc hin nghin cu o lng cc thnh phn ca gi tr thng hiu trong ngnh dch v gio dc tiu hc ti Tp. H Ch Minh.
Chng hai s trnh by cc vn l thuyt v nhng nghin cu trc y trn th gii c lin quan n lnh vc thng hiu, gi tr thng hiu, cc m hnh gi tr thng hiu. Chng hai gm 4 phn chnh:
Thng hiu v sn phm. Cc quan nim v gi tr thng hiu v cc thnh phn ca gi tr thng hiu Cc m hnh l thuyt v gi tr thng hiu trong lnh vc dch v. Cc gi thuyt v m hnh nghin cu v gi tr thng hiu trong lnh vc dch v gio dc bc tiu hc. 2.2 Thng hiu v sn phm Khi nim thng hiu c ngun gc t ch Brand, theo ting Ailen c c ngha
l ng du. T thi xa xa, khi nhng ngi ch trang tri chn nui mun phn bit n cu ca mnh vi nhng n cu khc, h dng mt con du bng st nung ng ln lng tng con mt khng nh quyn s hu ca mnh v phn bit vi cc con cu khc. Nh vy, khi nim thng hiu u tin xut pht t nhu cu to s khc bit cho sn phm ca nh sn xut. Cho n nay khi nim ny tr nn rt ph bin vi ngha bao qut hn v c cp rt nhiu trong nhng nghin cu hn lm cng nh nghin cu ng dng.
C rt nhiu nh ngha v thng hiu nhng tu trung li cc nh ngha ny c phn ha thnh hai nhm quan im chnh: quan im truyn thng v quan im tng hp. Theo quan im truyn thng:
Thng hiu l du hiu hu hnh v v hnh, c bit nhn bit mt sn phm hng ha hay mt dch v no c sn xut hay c sn xut hay c cung cp bi mt t chc hay mt doanh nghip (nh ngha ca T chc s hu tr tu th gii(WIPO))
Thng hiu l tn gi, thut ng, biu tng, kiu dng hay l s kt hp cc yu t trn nhm xc nh sn phm hay dch v ca mt hay mt nhm ngi bn v phn bit chng vi cc i th cnh tranh. (Hip hi marketing Hoa K)
Nhn chung, quan nim truyn thng cho rng thng hiu l mt thnh phn ca sn phm, c dng nh mt ci tn, biu tng th trng hay khch hng nhn bit v phn bit c so vi nhng hng ha tng t ca cc i th cnh tranh.
-
7
Theo quan im tng hp: thng hiu khng n gin ch l mt ci tn, mt biu tng
m n phc tp hn nhiu. N l mt tp cc thuc tnh cung cp cho khch hng mc tiu
cc gi tr m h i hi. Do vy theo quan im ny, sn phm ch l mt thnh phn ca
thng hiu, sn phm ch yu ch cung cp li ch chc nng cho ngi tiu dng. Khi x
hi ngy cng pht trin, con ngi khng ch cn nhng nhu cu v chc nng n thun m
iu quan trng hn chnh l s tha mn nhng nhu cu v tm l v nhng c tnh chc
nng s hin nhin c bt k sn phm hoc dch v no. Theo Hankinson & Cowking
1996, sn phm ch cung cp cho ngi tiu dng li ch chc nng v thng hiu mi cung
cp cho ngi tiu dng c li ch chc nng v li ch v mt tm l. Stephen King thuc tp
on WPP tng pht biu: Sn phm l nhng g c sn xut trong nh my v thng
hiu l nhng g khch hng mua. Sn phm c th b bt chc bi cc i th cnh tranh
nhng thng hiu l ti sn ring ca cng ty. Sn phm c th b nhanh chng lc hu
nhng thng hiu nu thnh cng s khng bao gi b lc hu. Nh vy, t nhng quan
nim trn c th nhn thy rng to c s khc bit cho sn phm hoc dch v trong
mi trng cnh tranh khc lit nh hin nay, bt k mt cng ty kinh doanh sn phm hu
hnh hoc v hnh no mun tn ti cng phi nhn thc c tm quan trng ca thng
hiu v tp trung vo vic xy dng v pht trin thng hiu cng nh cc gi tr ca n.
Khi thc hin cc nghin cu v thng hiu, vic o lng gi tr thng hiu l mt
trong nhng cng c hu hiu cho php nh qun tr tnh ton c gi tr kinh t ca thng
hiu ng thi lng ha c nhng nh gi ca khch hng v gi tr thng hiu .
2.3 Gi tr thng hiu Khi nim v gi tr thng hiu bt u c s dng rng ri vo thp nin 80 bi
mt s cng ty (Barwise 1993) v sau c Aaker ph bin qua vic xut bn n phm
ni ting ca mnh (Aaker 1991). Sau Aaker, cc tc gi Srivastava & Shocker (1991),
Kapferer (1992) v Keller (1993,1998) cng hin thm nhng nghin cu hn lm v vn
-
8
ny [10]. Ti Vit Nam, PGS.TS Nguyn nh Th & ctg a ra m hnh cc thnh
phn ca gi tr thng hiu (2002) [6].
Nhn chung, cc m hnh nh gi gi tr thng hiu c chia thnh hai nhm chnh:
nh gi theo quan im u t/ti chnh v nh gi theo quan im ngi tiu dng (Lassar
& ctg, 1995). ng t gc ca ngnh marketing ng dng th vic nh gi gi tr thng
hiu da vo ngi tiu dng s gip cho nh qun tr nhn ra c gc r ca vn pht
trin thng hiu theo cch hiu qu hn. Sau y l mt s nh ngha v m hnh gi tr
thng hiu c cng b trn th gii v ti Vit Nam.
2.3.1 Gi tr thng hiu theo quan im ti chnh Gi tr thng hiu theo quan im ti chnh l gi tr quy v hin ti ca thu nhp
mong i trong tng lai nh c thng hiu (Interbrand).
Theo l thuyt ti chnh quc t, dng tin mt c chit khu (Discounted Cash
Flow) v gi tr hin ti rng (Net Present Value) ca thu nhp tng lai l nhng khi nim
thch hp o lng gi tr ca bt k loi ti sn no. i vi loi ti sn thng hiu, gi
tr thng hiu l gi tr hin ti rng (NPV) ca doanh thu thng hiu chit khu bi sut
chit khu thng hiu. Vic tnh ton NPV bao gm c giai on d bo v giai on ngoi
d bo, phn nh kh nng ca thng hiu tip tc sn sinh li nhun trong tng lai.
Theo J. Walker Smith thuc Yakelovic Clancy Schudmann: Gi tr thng hiu l gi
tr o lng c v mt ti chnh ca cng vic kinh doanh mt sn phm hay dch v thng
qua cc hot ng kinh doanh thnh cng.
Theo John Brocky thuc tp on NPD: gi tr thng hiu l s hiu qu v mt
doanh thu v li nhun m cng ty thu c t kt qu xy dng thng hiu ca nhiu nm
hot ng trc .
Theo Peter Farguhar thuc trng Claremont Graduate: gi tr thng hiu l phn gi
tr tng thm cho cng ty v khch hng ca sn phm gn vi thng hiu .
-
9
Tm li, gc ti chnh, gi tr thng hiu l khon thu tng thm ca mt sn
phm c thng hiu so vi sn phm khng c thng hiu.
2.3.2 nh gi gi tr thng hiu da vo ngi tiu dng Hin nay, trn th gii c hai quan nim nh gi gi tr thng hiu da vo ngi
tiu dng: (1) nh gi gi tr thng hiu da vo l thuyt tn hiu (signalling theory) bt
ngun t hc thuyt kinh t thng tin da trn iu kin thng tin th trng l ngun thng
tin khng hon ho v bt cn xng [10] v (2) nh gi gi tr thng hiu da vo l thuyt
tm l hc nhn thc (cognitive psychology) xut pht t thi ca ngi tiu dng s dn
n hnh vi tiu dng thng hiu [6]. C hai phng php u c tnh u nhc ring, tuy
nhin o lng gi tr thng hiu trong lnh vc dch v, nghin cu ny i theo hng
th 2 (da vo l thuyt tm l hc nhn thc) thc hin vic o lng cc thnh phn ca
gi tr thng hiu trong lnh vc dch v gio dc v y l phng php c nhn nh l
ph hp p dng cho nhng nc c nn kinh t ang pht trin nh Vit Nam. Sau y l
mt s nghin cu v gi tr thng hiu v cc thnh phn ca gi tr thng hiu da vo l
thuyt tm l hc nhn thc:
2.3.2.1 Gi tr thng hiu theo quan im ca Aaker (1991,1996)
Gi tr thng hiu theo quan im ca Aaker l mt khi nim mang tnh a chiu
(multidimensional concept) [8]. Aaker (1991) ngh nm thnh phn ca gi tr thng
hiu, bao gm: (1) lng trung thnh thng hiu, (2) nhn bit thng hiu, (3) cht lng
cm nhn, (4) cc thuc tnh ng hnh ca thng hiu v (5) ti sn ng k c quyn
khc (proprietary assets) nh: bng sng ch, nhn hiu,... Theo Aaker (1991), gi tr thng
hiu to ra gi tr cho c khch hng v doanh nghip, gi tr c to ra cho khch hng s
lm tng gi tr cho doanh nghip. L thuyt gi tr thng hiu ca Aaker c xem l
cung cp nn tng hu ch cho qu trnh qun l v pht trin thng hiu.
-
10
M hnh gi tr thng hiu ca Aaker gm 5 thnh phn c th hin trong hnh 2.1 trang
sau:
Hnh 2.1: M hnh gi tr thng hiu ca Aaker
2.3.2.2 Gi tr thng hiu theo quan im ca Keller (1993, 1998, 2003)
GI TR
THNG HIU
NHN BIT THNG HIU
CHT LNG CM NHN
LNG TRUNG THNH T. HIU
THUC TNH NG HNH T.H
TI SN KHC
-
11
Gi tr thng hiu theo quan im ca Keller l tp hp nhng nhn thc ca ngi
tiu dng v thng hiu [16]. M hnh gi tr thng hiu ca Keller, 2003 cho thy sc
mnh ca thng hiu nm nhng g khch hng bit, cm gic, nhn thy v nghe thy v
thng hiu, l kt qu ca qu trnh tri nghim qua thi gian.
Hnh 2.2: M hnh gi tr thng hiu ca Keller, 2003
T kt qu nghin cu ny, cc nh qun tr c th s dng cng c marketing lm
tng gi tr thng hiu bng cch lm tng hnh nh thng hiu trong k c ca khch hng
(Kotler, 2003). Chnh m hnh nghin cu ny to ra nhng hng nghin cu su hn v
gi tr thng hiu v cc phng php o lng cc thnh phn gi tr thng hiu.
2.3.2.3 Gi tr thng hiu theo quan im ca Lassar & ctg (1995)
NHN THC THNG HIU
N TNG THNG HIU
Lin tng thng hiu
Nhn din thng hiu
Li ch
ng nht thng hiu
Sc mnh thng hiu
S u tin thng hiu
ng hnh thng hiu
Thi
Thuc tnh
Biu tng
Tri nghim
Chc nng
Sn phm
Phi sn phm
KIN THC THNG HIU
-
12
Lassar & ctg (1995) ngh nm thnh phn ca gi tr thng hiu bao gm: (1) cht
lng cm nhn, (2) gi tr cm nhn, (3) n tng thng hiu, (4) lng tin v thng hiu
ca khch hng, (5) cm tng ca khch hng v thng hiu [19].
Hnh 2.3: M hnh o lng gi tr thng hiu ca Lassar & ctg (1995)
2.3.2.4 Gi tr thng hiu theo quan im ca PGS.TS Nguyn nh Th ti th trng Vit Nam:
GI TR
THNG HIU
CHT LNG CM NHN
GI TR CM NHN
LNG TIN V THNG HIU
CM TNG V THNG HIU
N TNG THNG HIU
-
13
M hnh ny ngh 4 thnh phn: (1) Nhn bit thng hiu, (2) Lng ham mun v
thng hiu, (3) Cht lng cm nhn, (4) Lng trung thnh thng hiu [6].
Hnh 2.4: M hnh o lng gi tr thng hiu ca PGS.TS. Nguyn nh Th & ctg,
2002
Kt qu kim nh ca m hnh ny cho thy c bn yu t cu thnh nn gi tr
thng hiu c mi lin h rt cht ch vi nhau. Trong , lng trung thnh ca ngi tiu
dng i vi thng hiu c to thnh t lng ham mun v cht lng cm nhn thng
GI TR
THNG HIU
NHN BIT THNG HIU
LNG HAM MUN T. HIU
CHT LNG CM NHN
LNG TRUNG THNH T. HIU
-
14
hiu. Cht lng cm nhn c ca ngi tiu dng va l yu t nguyn nhn ca lng
trung thnh thng hiu, va l nguyn nhn ca lng ham mun thng hiu. Nh vy, cht
lng cm nhn ca ngi tiu dng v thng hiu ng vai tr then cht to nn gi tr
thng hiu v cht lng cm nhn y l cht lng cm nhn c ca ngi tiu dng
ch khng phi l cht lng ca sn phm. Kt qu ca m hnh ny l c s cho cc nh
qun tr hoch nh nhng chin lc thng hiu hiu qu hn i vi th trng Vit Nam.
Tuy nhin, m hnh ny c xy dng v kim nh trong lnh vc th trng hng tiu dng,
do vy i vi th trng sn phm v hnh, vn cha c mt nghin cu c th no v cc
thnh phn gi tr thng hiu trong lnh vc ny.
2.4 S khc nhau gia sn phm hu hnh v sn phm v hnh (dch v):
Theo t in Bch khoa ton th ca Vit Nam: sn phm hu hnh l nhng sn phm
mang hnh thi vt cht, c th nhn thy, s m, cn, ong, o, m v kim tra cht lng
bng phng tin ha, l.
Sn phm v hnh l kt qu c th ca cc qu trnh lao ng, hot ng kinh t hu
ch gi l dch v, c th hin di dng hot ng cng c gi tr tiu dng nh cc sn
phm vt cht khc; nhng c trng ca n khng mang tnh vt cht, khng th cn, ong,
o, m. Qu trnh to ra cc sn phm ny din ra ng thi vi qu trnh tiu dng chng v
ngi lao ng to ra cc sn phm v hnh lun tip xc trc tip vi ngi tiu dng cc
sn phm . Loi sn phm ny ngy cng chim v tr quan trng trong nn kinh t nhng
nc pht trin cao. Trn th gii hnh thnh th trng quc t hng ha v hnh nh: vn
ti, du lch, thng tin lin lc, ti chnh, ngn hng, gio dc, bo him, qung co,... Khi
lng hng ha v hnh pht trin nhanh hn so vi khi lng bun bn hng ha vt cht
trn th gii. Vit Nam, cc sn phm v hnh gia tng mnh t cui nhng nm 80 ca th
k 20 cng vi qu trnh i mi kinh t, pht trin kinh t hng ha v thi hnh chnh sch
kinh t m ca. Do tnh c trng ring ca loi hnh sn phm hu hnh v dch v nn hin
nhin l gi tr thng hiu cng nh vic o lng gi tr thng hiu ca hai loi sn phm
-
15
ny khng th hon ton ging nhau. Hn na, bn thn tng loi hnh dch v cng c nhng
c th ring bit. Dch v gio dc c nhng nt c trng ring nh: thi gian cung ng
dch v rt di, sn phm ca dch v ny l con ngi m c th hn l tri thc v nhn
cch ca hc sinh c bi p trong qu trnh c o to ti trng, mc k vng v
cht lng ca dch v ny l rt cao bi l khng mt ai khng mong mun cho con mnh tr
thnh mt ngi thnh t v c ch cho x hi.
Chnh v vy, xy dng m hnh o lng gi tr thng hiu trong lnh vc dch v,
c bit l gio dc o to th cn phi c s iu chnh cho ph hp so vi cc m hnh gi
tr thng hiu trong lnh vc sn phm hu hnh khc.
Kt lun: Nhn chung, cc khi nim v gi tr thng hiu vn cha c s thng nht
do tnh c trng ring ca tng vng, min, tng quc gia cng nh s khc bit trong tng
lnh vc kinh doanh sn phm hu hnh hoc v hnh. T s khc bit v cc khi nim gi tr
thng hiu dn n s khc bit v cc thnh phn cu thnh gi tr thng hiu. Do vy,
cho n nay trn th gii vn cha c mt m hnh chun v cc thnh phn ca gi tr
thng hiu p dng c cho mi loi hnh sn phm, dch v. Tuy nhin xu hng i tm
m hnh ph hp cho tng loi sn phm cng nh dch v khc nhau c nhiu tc gi
s dng, iu chnh v ng dng m hnh ca Aaker, c th nh nghin cu ca Shocker &
Weitz ngh hai trong nm thnh phn gi tr thng hiu ca Aaker l lng trung thnh
v cc thuc tnh ng hnh thng hiu. Yoo & Donthu cng s dng bn trong nm
thnh phn gi tr thng hiu trong m hnh ca Aaker, l lng trung thnh thng hiu,
nhn thc thng hiu, cht lng cm nhn v cc thuc tnh ng hnh thng hiu. Hai
ng loi b thnh phn ti sn c quyn khc v n khng tng thch trong qu trnh o
lng gi tr thng hiu. Ngoi ra, nghin cu o lng gi tr thng hiu trong lnh vc
dch v nh hng thc n nhanh ca Woo Gon Kim & Hong-Bumm Kim [25] cng s
dng kt hp cc thnh phn gi tr thng hiu ca m hnh Aaker, bao gm: lng trung
thnh thng hiu, nhn bit thng hiu, cht lng cm nhn v n tng thng hiu. Tuy
-
16
nhin, khi nghin cu v thnh phn n tng thng hiu trong lnh vc dch v, cc nh
nghin cu v gi tr thng hiu thng i theo hng phn tch khm ph nhng thuc tnh
chc nng ca tng loi hnh dch v ring bit. T nhng m hnh l thuyt i trc, nghin
cu ny thc hin cn c vo c s cc thang o gi tr thng hiu c kim nh kt
hp vi qu trnh iu tra ly kin ca cc ph huynh c con ang theo hc ti cc trng
tiu hc ngoi cng lp tm ra nhng im chung nht a vo quy trnh nghin cu tm ra
m hnh gi tr thng hiu chung i vi lnh vc dch v gio dc bc tiu hc.
2.5 Gi tr thng hiu trong lnh vc dch v gio dc tiu hc
Nh cp phn trn, h thng gio dc ngoi cng lp gn y pht trin kh
mnh m ti Tp. HCM vi s ra i ca hng lot cc trng ph thng ngoi cng lp. Tuy
nhin, vic o lng gi tr thng hiu trong lnh vc dch v gio dc vn cn l ti kh
mi m. Do vy, nghin cu ny s tp trung vo vic o lng gi tr thng hiu trong lnh
vc gio dc tiu hc da vo m hnh o lng gi tr thng hiu ca Aaker, m hnh ca
Nguyn nh Th v m hnh o lng gi tr thng hiu trong lnh vc dch v ca Kim &
Kim (2004) v m hnh nh gi cht lng o to ca Nguyn Thnh Long (2006). Nghin
cu ny gi thuyt c bn thnh phn cu thnh gi tr thng hiu o lng gi tr thng
hiu ca cc trng tiu hc ngoi cng lp ti Tp. HCM, bao gm: (1) nhn bit thng hiu,
(2) n tng thng hiu, (3) cht lng cm nhn v (4) lng trung thnh thng hiu.
Gi thuyt H1: Gi tr thng hiu trong lnh vc dch v gio dc tiu hc ngoi cng lp
bao gm bn thuc tnh l nhn bit thng hiu (BA), n tng thng hiu (BI), cht
lng cm nhn (PQ) v lng trung thnh thng hiu (BL).
2.5.1 Nhn bit thng hiu (BA):
Nhn bit thng hiu l mt thnh phn ca thi ngi tiu dng i vi thng
hiu theo m hnh thi a thnh phn. M hnh a thnh phn cho rng thi tiu dng
-
17
bao gm: (1) nhn bit, (2) nh gi hay thch th, (3) xu hng hnh vi (Michener &
Delamater 1999; Schiffman & Kanuk 2000). Theo m hnh gi tr thng hiu ca Keller
(1993) th mc nhn bit thng hiu ni ln kh nng mt khch hng c th nhn dng
v phn bit nhng c im ca mt thng hiu trong mt tp thng hiu c mt trn th
trng.
Khi ngi tiu dng c quyt nh tiu dng mt thng hiu no , trc tin h
phi nhn bit v phn bit c thng hiu . Trong lnh vc dch v gio dc, a ra
c quyt nh chn trng, trc ht khch hng phi nhn bit c trng no l ph
hp i vi con mnh t thm nh v a ra quyt nh la chn trng. Cho n nay,
thnh phn nhn bit thng hiu c s dng trong hu ht cc m hnh nghin cu v gi
tr thng hiu trong lnh vc kinh doanh sn phm hu hnh hoc v hnh trn th gii v ti
Vit Nam. Chnh v vy, trong ti nghin cu ny, nhn bit thng hiu l thnh phn
khng th thiu ca gi tr thng hiu trong lnh vc dch v gio dc bc tiu hc.
2.5.2 n tng thng hiu (BI):
Nhn bit thng hiu l bc quan trng u tin trong tin trnh o lng gi tr
thng hiu trong lnh vc dch v gio dc, tuy nhin ch nhn bit thng hiu thi th cha
. o lng gi tr thng hiu trong lnh vc gio dc th n tng thng hiu l mt
thnh phn c ngha v cn c a vo o lng (Fournier 1998; Zaltman & Higie
1995) v o lng n tng thng hiu c ngha l o lng cm nhn v suy ngh ca
khch hng v thng hiu. Mt thng hiu c n tng tt s c lin tng rt nhanh,
tch cc v ng nht trong tin trnh ra quyt nh mua hng ca ngi tiu dng. n tng
thng hiu s tng ln nh vo qu trnh truyn thng thng hiu, chng hn: bao b, qung
co, khuyn mi, dch v khch hng v nhng tri nghim khc.
Trong lnh vc dch v gio dc, n tng thng hiu ng mt vai tr quan trng
c bit v mt khi khch hng c nhng cm nhn v suy ngh tt v thng hiu th h s
yu thch thng hiu. Thng hiu c yu thch s tr nn cnh tranh hn trong mt tp
-
18
cc thng hiu, t xu hng la chn s tng ln. V vy n tng thng hiu l mt
thnh phn ca gi tr thng hiu trong lnh vc gio dc.
2.5.3 Cht lng cm nhn (PQ):
Cht lng cm nhn cp y l cht lng cm nhn c ca ngi tiu dng
ch khng phi l cht lng ca sn phm, dch v. V cht lng m khch hng cm nhn
c mi l yu t khch hng lm cn c ra quyt nh tiu dng. Do vy, cht lng
cm nhn ca ngi tiu dng v thng hiu ng vai tr then cht to nn gi tr thng
hiu (Nguyn nh Th & ctg, 2002).
Cht lng cm nhn trong lnh vc dch v gio dc l s cm nhn v nh gi ca
khch hng i vi cc dch v lin quan nh dch v trc, trong v sau khi cung ng ca
chnh dch v. Do vy, cht lng cm nhn c to thnh bi nhng thuc tnh quan trng
(important attributes) c kt tinh trong chnh dch v . Trong lnh vc o to, qu trnh
chn trng ca khch hng c cn nhc rt cn trng. Do vy, ch khi khch hng cm
nhn c cht lng dch v tt th mi c th i n quyt nh la chn dch v. Cht
lng cm nhn c hnh thnh t cc yu t nh: cht lng ging dy ca gio vin, iu
kin ging dy, mc tin cy i vi nh trng,.... (dn theo thang o cht lng dch v
o to trong ti nghin cu S dng thang o SERVPERF nh gi cht lng o
to i hc ti trng H An Giang ca Nguyn Thnh Long, 2006) [3]. Nh vy, cht
lng cm nhn l mt thnh phn khng th thiu o lng gi tr thng hiu trong lnh
vc dch v gio dc bc tiu hc.
2.5.4 Lng trung thnh thng hiu (BL)
Lng trung thnh ca khch hng i vi thng hiu c ngha rt quan trng trong
vic duy tr s n nh ca thng hiu v gim thiu nhng ri ro khi c nhng bin ng
ca nn kinh t. Lng trung thnh ca ngi tiu dng i vi mt thng hiu ni ln xu
hng ca ngi tiu dng mua v s dng mt thng hiu no trong mt tp sn phm,
dch v v lp li hnh vi ny (Chaudhuri 1999). Lng trung thnh ca thng hiu cng cao
th li nhun em li cho cng ty cng cao (Aaker,1991). Lng trung thnh thng hiu c
-
19
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 [8].
Trong gio dc o to, lng trung thnh ca khch hng c xem nh mt ti sn
qu gi nht ca nh trng v mt khi khch hng c c lng trung thnh th khch hng
mi c th gn b lu di vi nh trng, v vy, mt trong nhng cng tc marketing cn
thit nht trong nh trng l to dng v duy tr lng trung thnh ca khch hng. Do vy,
lng trung thnh thng hiu l mt thnh phn khng th thiu cu thnh nn gi tr
thng hiu trong lnh vc gio dc bc tiu hc.
Hnh 2.5: M hnh gi thuyt v cc thnh phn gi tr thng hiu trong lnh vc dch
v gio dc tiu hc.
Nh phn tch trn, gi tr thng hiu trong lnh vc dch v gio dc c th bao
gm bn thnh phn cu to nn. S gia tng gi tr ca mi thnh phn s gp phn lm gia
NHN BIT THNG HIU
N TNG THNG HIU
CHT LNG CM NHN
LNG TRUNG THNH T.HIU
GI TR THNG HIU
-
20
tng gi tr ca thng hiu. Trong lnh vc dch v gio dc, vic to lp mi lin kt cht
ch gia khch hng v nh cung cp dch v trong mt thi gian di c xem l yu t nn
tng xy dng nn gi tr thng hiu trong lnh vc gio dc. Vic gia tng lng trung
thnh thng hiu s gip to ra s n nh trong hot ng ca nh trng. Ngoi ra, theo
nghin cu v cc thnh phn gi tr thng hiu trong lnh vc hng tiu dng cng nh
trong cc lnh vc dch v khc, lng trung thnh thng hiu v cc thnh phn khc c mi
tng quan tuyn tnh thun. T c th a ra gi thuyt rng: c mi tng quan thun
gia lng trung thnh thng hiu v cc yu t khc ca gi tr thng hiu l nhn bit
thng hiu, n tng thng hiu v cht lng cm nhn v thng hiu. Nh vy, c ba
gi thuyt v mi lin h gia cc thnh phn ny nh sau:
Gi thuyt H2: Khch hng c mc nhn bit thng hiu cng cao th lng trung
thnh ca h i i vi thng hiu cng cao.
Gi thuyt H3: Khch hng cng c n tng cng tch cc vi thng hiu th lng trung
thnh ca h i vi thng hiu cng cao.
Gi thuyt H4: Khch hng c s cm nhn v cht lng ca thng hiu cng cao th
lng trung thnh i vi thng hiu cng cao.
Hin nay, th trng gio dc tiu hc ngoi cng lp c theo nhiu nhm phn
khc khc nhau, mi phn khc s c cc i tng khch hng mc tiu khc nhau. Tuy
nhin, nghin cu ny ch tp trung vo hai nhm phn khc chnh, l nhm trng ngoi
cng lp mang tnh quc t (i din l Trng tiu hc quc t Vit c) v nhm trng
ngoi cng lp dy nhng chng trnh thun ty ca B Gio Dc v o To (i din l
trng dn lp Trng Vnh K). Nh vy c th c s khc bit trong nh gi ca ph
huynh v cc thnh phn cu thnh gi tr thng hiu ca trng quc t Vit c v trng
dn lp Trng Vnh K. Do vy, nghin cu cng ra nhng gi thuyt nh sau:
-
Gi thuyt H5: C s khc bit trong nh gi v cc thnh phn gi tr thng
hiu i vi hai nhm trng ngoi cng lp.
Ngoi ra, cch nhn nhn v nh gi v cc thnh phn gi tr thng hiu cng
c th khc nhau theo mc thu nhp hoc theo tng tui. Do vy, nghin cu cng
a ra gi thuyt:
Gi thuyt H6: C s khc bit trong nh gi v cc thnh phn gi tr thng
hiu ca nhng ph huynh c mc thu nhp khc nhau.
Gi thuyt H7: C s khc bit trong nh gi v cc thnh phn gi tr thng
hiu ca nhng ph huynh nhng tui khc nhau.
2.6 Tm tt
Chng hai trnh by nhng l thuyt v thng hiu, gi tr thng hiu v
cc m hnh gi tr thng hiu c trn th gii v ti Vit Nam. Trong chng ny,
tc gi m hnh ha cc thnh phn ca gi tr thng hiu trong lnh vc gio dc
bc tiu hc. Gi tr thng hiu trong lnh vc dch v ny c th bao gm bn thnh
phn chnh, l: nhn bit thng hiu, n tng thng hiu, cht lng cm nhn
v lng trung thnh thng hiu.
Chng ny cng xy dng nhng gi thuyt v m hnh l thuyt v gi tr
thng hiu trong lnh vc dch v gio dc bc tiu hc.
Chng ba s trnh by phng php nghin cu c thc hin iu chnh v
nh gi cc thang o lng, kim nh s ph hp ca m hnh l thuyt vi thng tin
th trng cng cc gi thuyt t ra.
21
-
Chng 3: PHNG PHP NGHIN CU 3.1 Gii thiu
Chng hai trnh by h thng l thuyt v thng hiu, sn phm, gi tr
thng hiu v m hnh l thuyt v cc thnh phn cu thnh gi tr thng hiu trong
lnh vc dch v gio dc bc tiu hc. Chng 3 s gii thiu phng php nghin cu
c s dng iu chnh v nh gi thang o lng cc khi nim nghin cu v
kim nh m hnh l thuyt cng cc gi thuyt ra. Chng ny bao gm 4 phn
chnh: (1) thit k nghin cu, (2) cc thang o lng cc khi nim nghin cu, (3)
nh gi s b thang o v (4) gii thiu nghin cu chnh thc.
3.2 Thit k nghin cu
3.2.1 Phng php nghin cu
Nghin cu ny bao gm hai bc chnh (1) nghin cu s b v (2) nghin cu
chnh thc. Nghin cu s b cng c thc hin thng qua hai phng php nghin
cu nh tnh v nghin cu nh lng. Nghin cu s b nh tnh dng khm ph, iu chnh v b sung cc bin
quan st v o lng cc khi nim nghin cu. Nghin cu ny c thc hin thng
qua k thut tho lun tay i tm ra cc kin chung nht v gi tr thng hiu
trong lnh vc dch v gio dc bc tiu hc.
Nghin cu s b nh lng c thc hin nh gi s b v tin cy, gi
tr ca cc thang o v iu chnh cho ph hp vi th trng gio dc bc tiu hc ti
Tp. HCM. Nghin cu ny c thc hin bng phng php phng vn trc tip thng
qua bng cu hi chi tit. Mu cho nghin cu s b nh lng ny c kch thc l
130 mu v c chn theo phng php ly mu thun tin.
Nghin cu chnh thc cng c thc hin bng phng php nghin cu nh
lng. Nghin cu ny c thc hin thng qua phng php phng vn trc tip vi
mu n = 265 ph huynh ca cc trng tiu hc ngoi cng lp v c s dng
kim nh li m hnh o lng cng nh m hnh l thuyt v cc gi thuyt trong m
hnh.
22
-
3.2.2 Xc nh mu nghin cu
Nh nhiu nghin cu trong lnh vc thng hiu khc, nghin cu ny s dng
phng php ly mu thun tin (phi xc sut). Theo Hair & ctg, 1998 (dn theo
PGS.TS. Nguyn nh Th & ctg, 2003), trong phn tch nhn t EFA, cn 5 quan st
cho 1 bin o lng v c mu khng nn t hn 100. Nghin cu ny c 26 bin, vy
s mu cn t nht l 130 mu. Tuy nhin, t c mc tin cy cao trong nghin
cu, c mu trong nghin cu nh lng chnh thc c chn l 300 mu v t l hi
p d kin l 80%.
3.2.3 Quy trnh nghin cu Quy trnh nghin cu c trnh by trong hnh 3.1. Hnh 3.1: Quy trnh nghin cu
3.3.iu chnh thang o:
Thang o trong nghin cu ny c k tha t cc thang o c trc y v
c iu chnh cho ph hp vi tnh c trng ca loi hnh dch v gio dc bc tiu
hc da vo kt qu nghin cu nh tnh.
23
-
24
Nh trnh by trong chng 2, c 4 khi nim nghin cu c s dng trong
nghin cu ny, l (1) nhn bit thng hiu (BA), (2) n tng thng hiu (BI), (3) cht
lng cm nhn (PQ) v (4) lng trung thnh thng hiu (BL).
3.3.1 o lng mc nhn bit thng hiu
K tha t thang o lng mc nhn bit thng hiu trong m hnh ca PGS.TS.
Nguyn nh Th & ctg, 2002, sau khi tham kho kin chuyn gia v iu chnh cho ph
hp vi th trng dch v gio dc bc tiu hc, mc nhn bit thng hiu c k hiu
l BA v c o lng bng 6 bin quan st k hiu l BA_1 n BA_6 (Bng 3.1). Cc
bin ny dng o lng cc yu t ni ln mc nhn bit mt thng hiu trong lnh
vc gio dc. Cc bin quan st c o lng bng thang o Likert 5 khong cch.
Bng 3.1: Thang o mc nhn bit thng hiu
K hiu bin Cu hi
BA_1 Ti bit c Trng X.
BA_2 Ti c th d dng phn bit c Trng X vi cc trng khc.
BA_3 Ti c th d dng nhn bit Trng X trong cc trng tiu hc ti Tp.
HCM
BA_4 Cc c im ca Trng X c th n vi ti mt cch nhanh chng.
BA_5 Ti c th nh v nhn bit logo ca Trng X mt cch nhanh chng.
BA_6 Mt cch tng qut, khi nhc n trng X ti c th d dng hnh dung
ra n.
3.3.2 o lng n tng thng hiu
n tng thng hiu i hi tnh c trng ring bit i vi tng lnh vc dch v.
Do vy, tc gi tin hnh kho st 30 ph huynh ca cc trng ngoi cng lp thu thp
nhng thng tin lin quan n cm xc, thi v suy ngh ca h v h thng cc trng
tiu hc ngoi cng lp trn a bn Tp. HCM. Nhm nghin cu tin hnh kho st thu
-
25
thp thng tin cho n khi thng tin lp li trn 80% tng ng vi 9 bin quan st c k
hiu t BI_1 n BI_9 s dng lm thang o cho nghin cu (bng 3.2).
Bng 3.2: Thang o n tng thng hiu
K hiu bin Cu hi
BI_1 Trng c nhiu c s.
BI_2 Trng ta lc nhng v tr thun tin.
BI_3 C s vt cht cao cp.
BI_4 Nhn vin ca trng c phong cch phc v chuyn nghip.
BI_5 ng phc hc sinh rt p.
BI_6 Mi trng hc tp sch s.
BI_7 Mi trng hc tp an ton.
BI_8 Trng c mc hc ph hp l.
3.3.3 o lng cht lng cm nhn thng hiu
Cht lng cm nhn ca khch hng i vi thng hiu, c k hiu l PQ v c
o lng da vo s nh gi ca ngi tiu dng i vi cc thuc tnh ca thng hiu
(PGS.TS.Nguyn nh Th, 2002). Trong gio dc o to, cht lng cm nhn c nh
gi qua cc thuc tnh nh: cht lng ca gio vin, nhn vin, c s vt cht, mc tin
cy i vi nh trng. K tha c iu chnh t thang o cht lng dch v trong lnh vc
gio dc i hc ca Nguyn Thnh Long, 2006 [3], thang o cht lng cm nhn thng
hiu trong lnh vc gio dc bc tiu hc bao gm 6 thuc tnh c k hiu t PQ_1 n
PQ8 (bng 3.3).
Bng 3.3: Thang o cht lng cm nhn thng hiu
-
26
K hiu bin Cu hi
PQ_1 Gio vin ca trng c tuyn chn rt k lng.
PQ_2 Gio vin ca trng ging dy rt tn tnh.
PQ_3 Gio vin ca trng chm sc hc sinh chu o.
PQ_4 Nh trng c nhiu hot ng ngoi kha rt b ch.
PQ_5 Hc sinh khng b p lc khi hc ti trng ny.
PQ_6 Hc sinh khng phi i hc thm khi hc ti trng ny.
PQ_7 Nh trng thc hin ng cam kt ca mnh vi ph huynh.
PQ_8 Lin lc gia nh trng v gia nh thc hin rt cht ch.
3.3.4 o lng lng trung thnh thng hiu
Lng trung thnh thng hiu, k hiu l BL do Aaker xy dng v pht trin bao gm
6 thuc tnh. Sau thang o ny c s dng v iu chnh bi Yorick Odin & ctg [26] v
Yoo & Donthu [25], Nguyn nh Th & ctg, 2002 [6], Kim & Kim. Nghin cu ny cng
s dng v iu chnh theo thang o ca Aaker gm 5 bin c k hiu t BL_1 n BL_5.
Cc bin quan st ca thang o ny cng c o lng bng thang o Likert 5 khong cch.
Bng 3.4: Thang o lng trung thnh thng hiu
K hiu bin Cu hi
BL_1 Ti cho l ti l khch hng trung thnh ca trng ny.
BL_2 Trng ny l la chn u tin ca ti khi chn trng cho con.
BL_3 Ti hon ton hi lng khi cho con hc ti trng ny
BL_4 Ti s gii thiu trng ny vi nhng ngi quen ca ti.
-
27
BL_5 Ti s khng chuyn trng cho con mnh trong sut giai on tiu hc.
3.4 nh gi s b thang o:
Cc thang o cc khi nim nghin cu c kim nh s b bng nh lng trc
khi thc hin nghin cu chnh thc. Vic kim nh ny c thc hin thng qua nghin
cu s b vi mu thun tin c kch thc 130 mu. Hai cng c s dng kim nh s
b cc thang o trn l h s tin cy Cronbach alpha v phng php phn tch nhn t khm
ph EFA.
Kt qu phn tch ca thnh phn nhn bit thng hiu, cht lng cm nhn
v lng trung thnh thng hiu: Cc thang o mc nhn bit thng hiu (6 bin quan
st), cht lng cm nhn (8 bin quan st) v lng trung thnh thng hiu (5 bin quan st)
u c h s Cronbach alpha > 0,7; h s tng quan bin - tng u ln hn > 0,3. Phn tch
nhn t khm ph (EFA) i vi ba thnh phn ny u t yu cu: h s KMO (Kaiser
Meyer Olkin) 0,50, mc ngha ca kim nh Bartlett 0,05; h s ti nhn t ca cc
thnh phn (Factor Loading) 0,50; tng phng sai trch ca tng thnh phn 50 %. H s
Eigenvalue c gi tr 1. Nh vy, tt c cc bin quan st thuc ba thnh phn ny u c
s dng o lng cc thnh phn ca gi tr thng hiu trong nghin cu chnh. Kt qu
ca cc thang o nhn bit thng hiu, cht lng cm nhn v lng trung thnh thng hiu
c th hin trong cc bng sau y:
Bng 3.5: Kt qu EFA ca thang o nhn bit thng hiu (BA)
Bin quan st Yu t 1
BA_1 0,777
BA_2 0,758
BA_3 0,774
BA_4 0,762
-
28
BA_5 0,780
BA_6 0,838
Phng sai trch 61,150%
Eigenvalue 3,669
Cronbach alpha 0,871
Bng 3.6: Kt qu EFA ca thang o cht lng cm nhn thng hiu (PQ)
Bin quan st Yu t 1
PQ_1 0,505
PQ_2 0,618
PQ_3 0,851
PQ_4 0,862
PQ_5 0,631
PQ_6 0,807
PQ_7 0,679
PQ_8 0,875
Phng sai trch 59,224%
Eigenvalue 3,707
Cronbach alpha 0,833
Bng 3.7: Kt qu EFA ca thang o lng trung thnh thng hiu (BL)
Bin quan st Yu t 1
BL_1 0,877
BL_2 0,807
BL_3 0,586
BL_4 0,831
-
29
BL_5 0,821
Phng sai trch 65,123%
Eigenvalue 2,256
Cronbach alpha 0,653
Bng 3.8: Kt qu EFA ca thang o n tng thng hiu (BI) (trc khi loi bin)
Bin quan st Yu t
BI_1 0,567
BI_2 0,727
BI_3 0,781
BI_4 0,569
BI_5 0,409
BI_6 0,652
BI_7 0,564
BI_8 0,546
Phng sai trch 55,71%
Eigenvalue 1,159
Cronbach alpha 0,4198
Kt qu phn tch thnh phn n tng thng hiu: kt qu phn tch h s tin
cy crobach alpha v nhn t khm ph EFA ca thnh phn n tng thng hiu cho thy:
h s Cronbach alpha ca thnh phn ny < 0,50, h s alpha nu loi bin BI_5 s c ci
thin. Do vy, tc gi tin hnh loi bin BI_5 ra khi thang o v thc hin phn tch li i
vi thang o n tng thng hiu trong lnh vc gio dc bc tiu hc. Kt qu thu c cho
thy h s cronbach alpha c ci thin (0,534), h s tng quan bin tng ca cc bin
quan st >0,3. Sau khi loi b bin BI_5, ta c bng kt qu EFA nh sau:
-
30
Bng 3.9:Kt qu EFA ca thang o n tng thng hiu (BI) (sau khi loi bin)
Bin quan st Yu t
BI_1 0,539
BI_2 0,731
BI_3 0,797
BI_4 0,575
BI_6 0,728
BI_7 0,588
BI_8 0,552
Phng sai trch 61,43%
Eigenvalue 1,943
Cronbach alpha 0,534
3.5 Tm tt:
Chng ba trnh by phng php nghin cu c thc hin nh gi thang o
cc khi nim nghin cu v m hnh l thuyt v thng hiu trong lnh vc dch v gio
dc bc tiu hc. Phng php nghin cu c thc hin qua 2 bc nghin cu s b v
nghin cu chnh thc. Nghin cu s b cng c thc hin qua 2 bc nghin cu nh
tnh v nghin cu nh lng.
K thut tho lun tay i trc tip c dng trong bc nghin cu nh tnh v k
thut phng vn trc tip c dng cho bc nghin cu s b nh lng vi mu c kch
thc n=130 mu. Cc thang o c kim nghim s b bng phng php tin cy
Cronbach alpha v phn tch nhn t khm ph (EFA). Sau khi iu chnh, kt qu cho thy
cc thang o t yu cu v sn sng cho nghin cu nh lng chnh thc
-
Nghin cu chnh thc l mt nghin cu nh lng s dng k thut phng vn trc
tip vi kch thc mu n = 265. Kt qu ca nghin cu nh lng chnh thc s c
trnh by trong chng tip theo, bao gm vic nh gi li thang o, phn tch hi quy
tuyn tnh bi, phn tch kim nh Independent sample T- test v ANOVA.
31
-
Chng 4: KT QU NGHIN CU 4.1. Gii thiu
Chng 3 trnh by phng php nghin cu v cc gi thuyt trong m hnh
nghin cu. Chng 4 trnh by cc ni dung sau: thng tin mu nghin cu, nh gi
tin cy Cronbach Alpha ca thang o v phn tch nhn t EFA, kim nh m hnh
l thuyt, phn tch mi tng quan gia lng trung thnh thng hiu v cc nhn
tkhc trong m hnh, phn tch mc quan trng ca cc nhn t cu thnh gi tr
thng hiu trong lnh vc gio dc tiu hc, v cui cng l phn tch nh gi s
khc bit v mc quan trng
Phn mm thng k SPSS 11.5 for Windows c s dng nh l mt cng c
chnh thc hin cc phn tch Chng 4 ny.
4.2. Thng tin mu nghin cu
Nghin cu ny c thc hin vi i tng ph huynh c con ang hc ti cc
trng tiu hc ngoi cng lp trn a bn TP. HCM. Nhng ph huynh c phng
vn c tui, gii tnh v mc thu nhp khc nhau. Tng cng c 300 bng cu hi
pht ra, thu v 280 bng, loi tr 15 bng khng t yu cu do c nhiu cu trng
khng tr li hoc cc cu tr li khng hp l (nh theo hnh cho hoc cng mt cu
tr li cho tt c cc cu hi), cn li 265 bng cu hi tng ng vi t l s lng
bng pht ra t yu cu c nhp liu lm c s cho phn tch d liu. D liu c
m ha, nhp v lm sch thng qua phn mm SPSS 11.5.
Qua kt qu thng k ca mu nghin cu, tc gi nhn thy trong 265 ph
huynh tham gia phng vn c 104 nam v 161 n chim t l tng ng l 39,2% v
60,8%. V tui, c 129 ph huynh c phng vn c tui t 30 40 tui (chim
48,7%), 113 ph huynh t 41 50 tui (chim 42,6%) v 23 ph huynh trn 50 tui
(chim 8,7%). V thu nhp, c 48 gia nh c thu nhp di 15 triu ng/thng
(18,1%), 63 gia nh c thu nhp t 15 25 triu ng/thng (23,8%), 80 gia nh c
mc thu nhp t 26 35 triu ng/thng (30,2%) v 74 gia nh c mc thu nhp trn
35 triu ng/thng (chim 27,9%). V loi trng, c 127 ph huynh nh gi v
trng quc t Vit c v 138 ph huynh nh gi v trng dn lp Trng Vnh K.
32
-
Cc kt qu thng k c th hin qua Bng 4-1, Bng 4-2, Bng 4 3 v Bng 4 4:
Bng 4.1: Bng thng k gii tnh mu nghin cu
Gii tnh Tn sut Phn trm Phn trm
hp l
Phn trm
ly tch
N
Nam
Tng
161
104
265
60.8
39.2
100.0
60.8
39.2
100.0
60.8
100.0
Bng 4.2: Bng thng k tui mu nghin cu
tui Tn sut Phn trmPhn trm
hp l
Phn trm
ly tch
30 40 tui
41 50 tui
> 50 tui
Tng
129
113
23
265
48.7
42.6
8.7
100.0
48.7
42.6
8.7
100.0
48.7
91.3
100
Bng 4.3: Bng thng k thu nhp mu nghin cu
Thu nhp
gia nh
Tn sut Phn trm Phn trm
hp l
Phn trm
ly tch
35 triu
48
63
80
74
18.1
23.8
30.2
27.9
18.1
23.8
30.2
27.9
18.1
41.9
72.1
100
Tng 265 100.0 100.0
33
-
Bng 4.4: Bng thng k s lng ph huynh nh gi theo loi trng
Trng Tn sut Phn trm
Phn trm hp l
Phn trm ly tch
Viet Uc
Truong Vinh Ky Tng
127 138 265
47.9 52.1 100.0
47.9 52.1 100.0
47.9 100.0
4.3 Kim nh thang o
4.3.1 Kim nh bng Cronbach Alpha
Cronbach alpha l cng c gip loi i nhng bin quan st, nhng thang o
khng t yu cu. Cc bin quan st c h s tng quan bin tng (item total
correlation) nh hn 0,30 s b loi. Nhiu nh nghin cu ng rng khi Cronbach
alpha t 0.8 n gn 1 th thang o lng tt, t 0.7 n gn bng 0.8 l s dng c.
Cng c nh nghin cu ngh rng Cronbach alpha t 0.6 tr ln l c th s dng
c trong trng hp khi nim ang nghin cu l mi hoc mi i vi ngi tr
li trong bi cnh nghin cu (Nunnally, 1978; Peterson, 1994; Slater, 1995).
Kt qu Cronbach alpha ca cc thnh phn gi tr thng hiu trong lnh vc
dch v gio dc tiu hc bao gm: thang o nhn bit thng hiu (BA), n tng
thng hiu (BI), cht lng cm nhn (PQ) v lng trung thnh thng hiu (BL) u
t yu cu v c h s Cronbach alpha cao, kt qu c th tng thang o nh sau:
Thang o nhn bit thng hiu (BA) c h s Cronbach Alpha iu chnh l
0,796 kh cao. Cc h s tng quan bin tng u cao hn so vi mc gii hn (0,30), h s
34
-
35
nh nht l BA_1 = 0,487 v cc bin cn li u ln hn 0,50. Cc h s alpha nu loi bin
u thp hn 0,8 (xem bng 4.5). Do vy, cc bin quan st ca thang o ny u c gi
nguyn cho phn tch EFA.
Bng 4.5: Kt qu Cronbach alpha ca thang o nhn bit thng hiu trong lnh vc
dch v gio dc tiu hc.
Thang o BA: Alpha = .796
Bin quan st
Trung bnh
thang o nu
loi bin
Phng sai
thang o nu
loi bin
Tng quan
bin tng
Cronbachs alpha
nu loi bin
BA_1 18.0203 10.7561 .487 .780
BA_2 18.1995 10.4061 .517 .774
BA_3 17.9723 10.5450 .581 .758
BA_4 18.1486 10.3242 .565 .761
BA_5 17.9523 10.5680 .533 .769
BA_6 17.8932 10.3332 .627 .748
Thang o n tng thng hiu (BI) c h s tin cy Cronbach alpha l 0,818 kh
cao so vi mc t yu cu. Cc h s tng quan bn - tng u cao v ln hn 0,50, thp
nht l h s BI_8 = 0,51 v cao nht l h s BI_2 = 0,59. Cc h s alpha nu loi bin u
thp hn 0,80 (Bng 4.6). Do vy, cc bin quan st ca thang o ny u c gi nguyn
cho phn tch EFA.
Bng 4.6: Kt qu Cronbach alpha ca thang o n tng thng hiu trong lnh vc
dch v gio dc tiu hc.
Thang o BA: Alpha = .818
-
36
Bin quan st
Trung bnh
thang o nu
loi bin
Phng sai
thang o nu
loi bin
Tng quan
bin tng
Cronbachs alpha
nu loi bin
BI_1 18.0203 21.1743 .559 .793
BI_2 17.4302 19.6551 .592 .788
BI_3 18.0906 20.9842 .544 .796
BI_4 18.2566 22.5324 .552 .797
BI_6 17.0264 20.8440 .588 .788
BI_7 17.0717 21.3698 .585 .790
BI_8 17.8151 20.8407 .511 .703
Thang o cht lng cm nhn dch v gio dc tiu hc (PQ) c h s Cronbach
alpha = 0,8765, y l h s tin cy cao. Cc h s tng quan bin tng u cao, thp nht l
PQ_1=0,474 v cao nht l PQ_7 = 0,750. Cc h s alpha nu loi bin u thp hn mc
alpha bng 0,8765 (bng 4.7). Do vy, cc bin quan st ca thang o ny c s dng cho
phn tch EFA.
Bng 4.7: Kt qu Cronbach alpha ca thang o cht lng cm nhn thng hiu
trong lnh vc dch v gio dc tiu hc.
Thang o BA: Alpha = .8765
Bin quan st
Trung bnh
thang o nu
loi bin
Phng sai
thang o nu
loi bin
Tng quan
bin tng
Cronbachs alpha
nu loi bin
PQ_1 23.090 40.749 .474 .8763
-
37
PQ_2 22.724 38.556 .606 .8645
PQ_3 23.275 36.738 .639 .8611
PQ_4 23.196 37.787 .639 .8611
PQ_5 23.411 35.934 .674 .8573
PQ_6 23.317 36.232 .695 .8549
PQ_7 23.320 35.877 .705 .8537
PQ_8 23.494 36.879 .653 .8595
Thang o lng trung thnh thng hiu (BL) trong lnh vc dch v gio dc bc
tiu hc c h s Cronbach alpha l 0,725, h s ny cao hn mc yu cu v c th s dng
c. Cc h s tng quan bin tng u cao hn so vi mc gii hn (0,30). H s nh
nht l BL_3=0,4483 v cao nht BL_2=0,5128. Cc h s alpha nu loi bin u thp hn
mc tin cy 0,725 (bng 4.8). Do vy, cc bin quan st ca thang o ny u c gi
nguyn cho phn tch EFA.
Bng 4.8: Kt qu Cronbach alpha ca thang o lng trung thnh thng hiu trong
lnh vc dch v gio dc tiu hc.
Thang o BA: Alpha = .725
Bin quan st
Trung bnh
thang o nu
loi bin
Phng sai
thang o nu
loi bin
Tng quan
bin tng
Cronbachs alpha
nu loi bin
BL_1 14.542 6.218 .489 .678
-
38
BL_2 14.896 6.142 .512 .668
BL_3 14.530 6.456 .448 .694
BL_4 14.640 6.619 .503 .673
BL_6 14.984 6.727 .481 .681
4.3.2 Kim nh thang o thng qua phn tch cc nhn t khm ph EFA
Vic tin hnh phn tch nhn t c thc hin thng qua phn mm thng k SPSS
11.5 for Windows vi phng php trch cc nhn t (phng php mc nh l rt trch cc
thnh phn chnh Principal components analysis), phng php xoay nhn t Varimax
procedure (xoay nguyn cc gc nhn t ti thiu ha lng bin c h s ln ti cng mt
nhn t, v vy s tng cng kh nng gii thch cc nhn t) v im dng khi trch nhn t
c Eigenvalue l 1. Ch s KMO (Kaiser-Meyer-Olkin measure of sampling adequacy) l
mt ch s c dng xem xt s thch hp ca cc phn tch nhn t. Tr s ca KMO ln
(gia 0.5 v 1) c ngha phn tch nhn t l thch hp, nu ch s KMO nh hn 0.5 th phn
tch nhn t c kh nng khng thch hp vi cc d liu.
Kt qu phn tch nhn t mu nghin cu c th nh sau: ch s KMO = 0.869, sig
= .000 cho thy phn tch factor thch hp, c bn nhn t c trch ti eigenvalue 1.566 v
phng sai trch c l 51,650%. Cc bin quan st ca bn thnh phn gi tr thng hiu
u c trng s ln hn 0,50.
Nh vy, sau khi nh gi thang o gi tr thng hiu dch v gio dc bc tiu hc
bng h s tin cy Cronbach alpha v phn tch nhn t khm ph (EFA) th cc thang o a
ra ban u u t yu cu v c gi nguyn. Thang o gi tr thng hiu dch v gio
dc bc tiu hc bao gm bn thnh phn v 25 bin quan st. Thnh phn nhn bit thng
hiu dch v gio dc bc tiu hc (BA) c o lng bng 6 bin quan st; thnh phn n
tng thng hiu dch v gio dc bc tiu hc (BI) c o lng bng 7 bin quan st;
thnh phn cht lng cm nhn thng hiu dch v gio dc bc tiu hc (PQ) c o
-
39
lng bng 8 bin quan st; thnh phn lng trung thnh thng hiu dch v gio dc bc
tiu hc (BL) c o lng bng 5 bin quan st (bng 4.9).
Bng 4.9: Kt qu EFA ca thang o gi tr thng hiu dch v gio dc bc tiu hc.
Bin quan st Nhn t
(1) PQ (2) BI (3)BA (4)BL
BA_1 .262 .109 .594 -.150 BA_2 .192 -.001 .641 .043 BA_3 .039 .021 .731 .137 BA_4 .014 .022 .743 -.095 BA_5 .069 .017 .694 .100
BA_6 .116 .143 .745 .015 BI_1 .124 .719 .033 -.058 BI_2 .505 .534 -.029 -.056 BI_3 .342 .554 .082 -.030 BI_4 .100 .730 .139 -.019 BI_6 .200 .695 .101 -.028 BI_7 .208 .693 -.035 -.008 BI_8 .323 .537 .016 -.147 PQ_1 .561 .052 .127 -.019 PQ_2 .624 .269 .175 .007 PQ_3 .661 .228 .187 .045 PQ_4 .744 .077 .128 -.014 PQ_5 .755 .168 .062 .011 PQ_6 .748 .185 .114 .001
-
40
PQ_7 .746 .250 .062 .033 PQ_8 .683 .330 .000 .048 BL_1 .032 -.069 -.084 .686
BL_2 -.077 -.096 -.005 .717
BL_3 .090 .053 .020 .639
BL_4 -.070 .008 .069 .712
BL_5 .052 -.109 .080 .680 Eigenvalue 6.664 2.821 2.377 1.566
Phng sai trch 25.632 10.850 9.143 6.024 Nh vy, da vo kt qu phn tch EFA, cc nhn t rt trch ca bn khi nim
nghin cu chnh u t yu cu. C bn khi nim nghin cu trong m hnh gi tr thng
hiu dch v gio dc bc tiu hc l: (1) nhn bit thng hiu bao gm 6 thnh phn, (2) n
tng thng hiu bao gm 7 thnh phn, (3) cht lng cm nhn thng hiu bao gm 8
thnh phn v (4) lng trung thnh thng hiu bao gm 5 thnh phn. Hnh 4.1 th hin kt
qu ny.
Hnh 4.1: Kt qu EFA ca m hnh l thuyt
BA
BA 1
BA 2
BA 3
BA 4
BA 5
BA 6
BI
BI 2
BI 1
BI 4
BI 3
-
41
4.4 Phn tch hi quy tuyn tnh bi
Trong cc thnh phn ca gi tr thng hiu, yu t lng trung thnh thng hiu l
mt thnh phn c bit quan trng i vi lnh vc dch v gio dc. Mt khi lng trung
thnh thng hiu ca khch hng cao th nh trng mi c th gi chn ph huynh trong
thi gian di, t mi c th m bo s tn ti v pht trin bn vng. Do vy, nghin cu
mi quan h gia thnh phn lng trung thnh thng hiu v ba thnh phn cn li l
nhn bit thng hiu, n tng thng hiu v cht lng cm nhn l mt vic lm
cn thit tm ra im nhn quan trng trong qu trnh xy dng chin lc pht trin.
-
42
nghin cu mi quan h gia cc thnh phn ca gi tr thng hiu, mt m hnh
hi quy c s dng. M hnh ny c mt bin ph thuc l lng trung thnh thng hiu
v ba bin c lp l nhn bit thng hiu, n tng thng hiu v cht lng cm
nhn. M hnh nghin cu c biu din di dng phng trnh hi quy tuyn tnh a bin
c dng nh sau:
Y = o+ 1X1 + 2X2 + 3X3 Trong :
Y: Lng trung thnh thng hiu
X1: Nhn bit thng hiu
X2: n tng thng hiu
X3: Cht lng cm nhn
o: Hng s
i: H s hi quy ring phn tng ng vi cc bin c lp Xi
4.4.1 Xem xt ma trn tng quan gia cc bin trong m hnh
xem xt mc tng quan gia cc bin nu, nghin cu xem xt ng thi h
s tng quan v c th bi v h s tng quan c th c cng mt gi tr trong khi hnh
dng ca mi quan h li rt khc nhau.
Cn c vo bng 4.10, h s tng quan gia lng trung thnh thng hiu (BL) v
cc bin c lp cn li, ln lt vi thnh phn nhn bit thng hiu (BA) l 0,350; thnh
phn n tng thng hiu (BI) l 0,472; thnh phn cht lng cm nhn (PQ) l 0,655 vi
mc y ngha l 99%.
Bng 4.10: Ma trn h s tng quan gia BA, BI, PQ v BL
BA BI PQ BL
-
43
BA Tng quan Pearson 1 0,004 0,310 0,350
H s Sig (2-tailed) . 0,944 0,000 0,000
BI Tng quan Pearson 0,004 1 0,078 0,472
H s Sig (2-tailed) 0,944 . 0,208 0,000
PQ Tng quan Pearson 0,310 0,078 1 0,655
H s Sig (2-tailed) 0,000 0,208 . 0,000
BL Tng quan Pearson 0,350 0,472 0,655 1
H s Sig (2-tailed) 0,000 0,000 0,000 .
Hnh 4.2: Biu th hin mi quan h gia BL v BA
-
44
BL
6543210
BA
6
5
4
3
2
1
Hnh 4.3: Biu th hin mi quan h gia BL v BI
BL
6543210
BI
6
5
4
3
2
1
0
Hnh 4.4: Biu th hin mi quan h gia BL v PQ
-
45
BL
6543210
PQ
6
5
4
3
2
1
Cn c vo phn tch tng quan Pearson cng nh theo th Scatter, ta thy mi
lin h gia lng trung thnh thng hiu v nhn bit thng hiu, lng trung thnh thng
hiu v n tng thng hiu, lng trung thnh thng hiu v cht lng cm nhn l tng
quan tuyn tnh thun.
4.4.2 nh gi v kim nh ph hp ca m hnh
Nh phn tch phn trn, m hnh nghin cu gi thuyt c biu din di dng
sau:
Y = o+ 1X1 + 2X2 + 3X3
nh gi ph hp ca m hnh, h s xc nh R2 (R square) c dng nh
gi ph hp ca m hnh nghin cu. H s xc nh R2 c chng minh l hm
khng gim theo bin s c lp c a vo m hnh, tuy nhin iu ny cng c
-
46
chng minh rng khng phi phng trnh cng c nhiu bin s cng ph hp hn vi d
liu. H s R2 iu chnh c s dng phn nh st hn mc ph hp ca m hnh hi
quy tuyn tnh a bin.
Trong m hnh ny R2 l 0,634 v R2 iu chnh l 0,630 (Bng 4.11), nh vy m
hnh nghin cu l ph hp.
Bng 4.11: Ch tiu nh gi ph hp ca m hnh
M hnh R R2 R2 iu chnh Sai s chun c lng
1 0,796(a) 0,634 0,630 0,4386
Kim nh v mi quan h tuyn tnh gia bin ph thuc BL v cc bin c lp BA,
BI, PQ xem xt bin BL c lin h tuyn tnh vi ton b tp hp cc bin c lp hay
khng. Tr thng k F trong bng 4.12 l 150,747 c tnh t R square ca m hnh y ,
gi tr sig = 0,000 cho thy an ton khi bc b gi thuyt Ho l 1 = 2 = 3 = 0 (ngoi tr
hng s), nh vy m hnh hi quy tuyn tnh bi a ra l ph hp vi d liu v c th s
dng c.
Bng 4.12: Kim nh ph hp ca m hnh
-
47
M hnh Tng bnh
phng df
Bnh phng
trung bnh
Kim
nh F
Gi tr
Sig.
1 Hi quy 86,998 3 28,999 150,747 .000(a)
S d 50,209 261 0,192
Tng 137,207 264
4.4.3 ngha cc h s hi quy trong m hnh
H s Beta (chun ha) dng nh gi mc quan trng ca cc nhn t tc ng
n lng trung thnh thng hiu ca khch hng. H s Beta chun ha ca nhn t no
cng cao th mc quan trng ca nhn t tc ng n lng trung thnh cng cao. Kt
qu phn tch hi quy ca m hnh l thuyt c trnh by Bng 4.13.
Bng 4.13: Bng thng s thng k ca tng bin trong phng trnh
M
hnh Tn bin
H s hi quy
cha chun ha
H s hi quy
chun ha Gi tr t
Mc
ngha ca t
B Std.
Error Beta t Sig. (P)
1 Hng hi quy 0,229 .219 1.046 .296
BA .195 .045 .171 4.351 .000
BI .434 .038 .427 11.359 .000
PQ .474 .033 .569 14.402 .000
*** Bin ph thuc: Lng trung thnh thng hiu (BL). Bin c lp: nhn bit thng hiu
(BA), n tng thng hiu (BI), cht lng cm nhn (PQ).
-
48
Nh vy, phng trnh hi quy v mi lin h gia lng trung thnh thng hiu v
cc nhn t: nhn bit thng hiu, n tng thng hiu v cht lng cm nhn c th
hin nh sau:
BL = 0,171 BA + 0,427 BI + 0,569 PQ
Kt qu cho thy Lng trung thnh thng hiu c mi quan h rt cht ch vi cht
lng cm nhn v thng hiu vi h s = 0,569; p = 0,000. Khi cht lng cm nhn tng
ln mt n v th lng trung thnh thng hiu s tng thm 0,569. K n, n tng thng
hiu c nh hng ln th 2 gi c lng trung thnh ca khch hng vi h s =
0,427; p = 0,000. Cui cng l thnh phn nhn bit thng hiu cng c tng quan thun
vi lng trung thnh thng hiu vi = 0,171; p = 0,000. Tm li, c th kt lun rng:
- Khi khch hng c mc nhn bit thng hiu cng cao th lng trung thnh ca h i
vi thng hiu s cng cao.
- Khi khch hng c n tng tch cc vi thng hiu th lng trung thnh ca h i vi
thng hiu cng tng theo.
- Khi khch hng c s cm nhn v cht lng ca thng hiu tng th lng trung thnh i
vi thng hiu cng tng.
4.5 Phn tch s khc bit v mc nh gi tng thnh phn gi tr thng hiu ca
hai nhm trng khc nhau.
4.5.1 Phn tch s khc bit trong nh gi thnh phn gi tr thng hiu ca hai
nhm trng.
Trong phn ny, tc gi tin hnh kim nh gi thuyt v tr trung bnh ca hai tng
th (Independent-samples T-test) xem xt s khc bit trong nh gi gi tr thng hiu
ca hai nhm trng khc nhau. Bng 4.14 cho thy s liu thng k v trung bnh ca tng
-
49
thnh phn gi tr thng hiu ca hai nhm trng: Trng tiu hc dn lp quc t Vit c
v trng tiu hc dn lp Trng Vnh K.
Bng 4.14: Kt qu thng k theo nhm trng
Thnh phn
gi tr TH
Trng Mu nghin cu
Trung bnh lch chun
BA Vit c 127 3.6910 .64688 Trng Vnh K 138 3.5282 .61583
BI Vit c 127 3.9281 .64097 Trng Vnh K 138 3.7693 .75952
PQ Vit c 127 3.6191 .76358 Trng Vnh K 138 3.0417 .86370
BL Vit c 127 3.8366 .65223 Trng Vnh K 138 3.6052 .76446
i vi thnh phn BA v BI c gi tr Sig. trong kim nh Levene ln lt l 0,537
v 0,209 > 0,05 th phng sai ca hai nhm trng l khc nhau, do vy ta s s dng kt
qu phn kim nh t theo phng sai l khng ging nhau. Cn c vo bng 4.15, ta c kt
lun sau:
- C s khc bit c ngha trong nh gi v thnh phn nhn bit thng hiu ca hai
trng Vit c v Trng Vnh K do gi tr sig. kim nh t l 0,037 < 0,05.
- Khng c s khc bit c ngha trong nh gi v thnh phn n tng thng hiu ca
hai trng Vit c v Trng Vnh K do gi tr sig. kim nh t l 0,066 > 0,05.
i vi thnh phn PQ v BL c gi tr Sig. trong kim nh Levene ln lt l 0,032
v 0,036 < 0,05 th phng sai gia hai nhm trng l khng khc nhau, do vy ta s s
dng kt qu phn kim nh t theo phng sai l ging nhau. Cn c vo bng 4.15, ta c
kt lun sau:
- C s khc bit c ngha trong nh gi v thnh phn cht lng cm nhn thng hiu
ca hai trng Vit c v Trng Vnh K do gi tr sig. kim nh t l 0,000 < 0,05.
-
50
- C s khc bit c ngha trong nh gi v thnh phn cht lng cm nhn thng hiu
ca ph huynh hai trng Vit c v Trng Vnh K do gi tr sig. kim nh t l 0,009
< 0,05.
Bng 4.15: Bng kim nh tr trung bnh hai tng th Thnh phn gi tr TH Kim nh Levene Kim nh t
F Sig. t Sig. (2tailed) BA Phng sai gi nh
bng nhau. .383 .537 2.099 .037
Phng sai gi nh khng bng nhau. 2.094 .037
BI Phng sai gi nh bng nhau. 1.586 .209 1.832 .068
Phng sai gi nh khng bng nhau. 1.844 .066
PQ Phng sai gi nh bng nhau. 4.638 .032 5.746 .000
Phng sai gi nh khng bng nhau. 5.775 .000
BL Phng sai gi nh bng nhau. 4.426 .036 2.640 .009
Phng sai gi nh khng bng nhau.
2.658 .008 Ngoi ra, cn c vo gi tr trung bnh ca tng thnh phn gi tr thng hiu ta nhn thy,
cc thnh phn nhn bit thng hiu, cht lng cm nhn thng hiu v lng trung thnh
thng hiu ca trng Vit c u cao hn so vi trng Trng Vnh K.
4.5.2 Phn tch s khc bit trong nh gi theo tui
phn tch s khc bit trong nh gi theo tui, tc gi dng phn tch phng
sai (ANOVA), y l s m rng ca php kim nh t, v phng php ny gip ta so snh
tr trung bnh ca 3 nhm tr ln. Kt hp vi php kim nh Benferroni, l th tc so snh
bi c dng xc nh s khc nhau c ngha gia tr s trung bnh ca tng cp nhm
-
51
i tng vi nhau. Php kim nh ny cho php chng ta linh hot iu chnh c mc
ngha khi tin hnh so snh bi da trn s ln tin hnh so snh.
Sau khi tin hnh phn tch ANOVA vi kim nh Bonferroni cng mc ngha 0,05
kt qu thu c nh sau: Vi gi tr Sig. u ln hn 0,05, do vy khng c s khc bit v
s nh gi tm quan trng ca gi tr thng hiu dch v gio dc tiu hc theo tui.
4.5.3 Phn tch s khc bit trong nh gi theo nhm thu nhp
phn tch s khc bit trong nh gi theo nhm thu nhp, phng php phn tch
phng sai (ANOVA) c s dng nh gi liu c s khc bit trong nhn nh ca
khch hng v tm quan trng ca cc thnh phn gi tr thng hiu theo nhm thu nhp
khng. Sau khi tin hnh phn tch ANOVA vi kim nh Bonferroni cng mc ngha 0,05
kt qu thu c nh sau: vi gi tr Sig. u ln hn 0,05, do vy khng c s khc bit v
s nh gi tm quan trng ca gi tr thng hiu dch v gio dc tiu hc theo nhm thu
nhp.
4.6 Tm tt
Chng 4 trnh by kt qu kim nh cc thang o cc thnh phn gi tr thng hiu
trong lnh vc dch v gio dc o to bc tiu hc v m hnh nghin cu. Kt qu cho thy
cc thang o u t tin cy. Chng ny cng phn tch mi tng quan gia thnh phn
lng trung thnh thng hiu v cc thnh phn khc ca gi tr thng hiu trong dch v
gio dc. Sau y l phn tm tt cc kt qu kim nghim gi thuyt:
Gi thuyt Pht biu Kt qu
kim nh
H1
Gi tr thng hiu dch v gio dc tiu hc bao gm bn
thuc tnh: nhn bit thng hiu, n tng thng hiu,
cht lng cm nhn v lng trung thnh thng hiu.
c chp
nhn
H2
Khch hng c mc nhn bit thng hiu cng cao th
lng trung thnh ca h i i vi thng hiu cng cao.
c chp nhn
Khch hng cng c n tng cng tch cc vi thng hiu c chp nhn
-
52
H3 th lng trung thnh ca h i vi thng hiu cng cao.
H4
Khch hng c s cm nhn v cht lng ca thng hiu
cng cao th lng trung thnh i vi thng hiu cng cao.
c chp nhn
H5
H5a
C s khc bit trong nh gi v cc thnh phn gi tr
thng hiu ca ph huynh hai nhm trng ngoi cng
lp.
c chp nhn
H5b
C s khc bit trong nh gi v thnh phn n tng
thng hiu ca ph huynh hai nhm trng ngoi cng
lp.
Khng c chp nhn
H5c
C s khc bit c ngha trong nh gi v thnh phn
cht lng cm nhn thng hiu ca ph huynh hai
nhm trng ngoi cng lp.
c chp nhn
H5d
C s khc bit c ngha trong nh gi v thnh phn
cht lng cm nhn thng hiu ca ph huynh hai
nhm trng ngoi cng lp.
c chp nhn
H6
C s khc bit trong nh gi v cc thnh phn ca gi tr
thng hiu ca ph huynh c mc thu nhp khc nhau.
Khng c chp nhn
H7
C s khc bit trong nh gi v cc thnh phn ca gi tr
thng hiu ca ph huynh c tui khc nhau.
Khng c chp nhn
Cn c vo kt qu kim nh, hu ht tt c cc gi thuyt u c chp nhn. Ring
i vi gi thuyt H5b (c s khc bit trong nh gi v thnh phn n tng thng hiu
ca ph huynh hai nhm trng ngoi cng lp): khng c s khc bit c ngha thng
k do gi tr sig. kim nh t l 0,066 > 0,05. Gi thuyt H6 v H7 cng khng c chp
nhn sau khi tin hnh phn tch ANOVA vi kim nh Bonferroni cng mc ngha 0,05
kt qu thu c vi gi tr Sig. u ln hn 0,05. Do vy, cc gi thuyt ny b loi.
-
53
Chng tip theo l chung cui, s tm tt li ton b nghin cu, rt ra nhng gii
php t kt qu nghin cu, a ra mt s xut nhm pht trin gi tr thng hiu trong
lnh vc dch v gio dc, ng thi nu ra cc hn ch ca nghin cu ny v ngh cc
hng nghin cu tip theo.
-
54
Chng 5: KT LUN 5.1 Gii thiu:
Mc ch chnh ca nghin cu ny l xc nh cc thnh phn cu thnh gi tr
thng hiu trong lnh vc dch v gio dc bc tiu hc cng nh o lng mi lin h gia
yu t lng trung thnh thng hiu vi cc yu t nhn bit thng hiu, n tng thng
hiu v cht lng cm nhn thng hiu. Da trn l thuyt v thng hiu v gi tr thng
hiu cng nhng thang o c sn trn th gii nh: thang o lng mc nhn bit
thng hiu ca Nguyn nh Th & ctg (2002), thang o cht lng cm nhn thng hiu
trong gio dc o to ca Nguyn Thnh Long (2006) v thang o lng trung thnh thng
hiu ca Aaker (2003), cc kin thu c trong qu trnh nghin cu nh tnh v nh
lng i vi thang o n tng thng hiu, tc gi xy dng c thang o lng cho
khi nim gi tr thng hiu trong lnh vc gio dc o to bc tiu hc.
Phng php nghin cu c s dng xy dng, o lng cc thang o v kim
nh m hnh l thuyt (c trnh by Chng 3), bao gm hai bc nghin cu chnh:
nghin cu s b v nghin cu chnh thc vi i tng ph huynh c nghin cu c
tui t 30 n trn 50 tui c con ang hc t lp 1 n lp 5.
Kt qu nghin cu chnh thc c s dng phn tch, nh gi thang o thng qua
phng php tin cy Cronbach alpha, phn tch nhn t, phn tch hi quy tuyn tnh bi,
kim nh Independent t-test v phn tch phng sai ANOVA (c trnh by Chng 4).
Mc ch ca chng nm l tm tt cc kt qu nghin cu chnh v a ra kt lun
t nghin cu. Chng ny gm hai phn chnh (1) tm tt kt qu ch yu v mt s kin
ngh cho cc nh u t, qun l gio dc, (2) cc hn ch v hng nghin cu tip theo.
5.2 Tm tt kt qu chnh v mt s xut 5.2.1 Kt qu chnh ca nghin cu
Kt qu nghin cu cho thy c 4 nhn t cu thnh nn gi tr thng hiu dch v
gio dc bc tiu hc. Do vy, nng cao gi tr thng hiu trong lnh vc ny, cn phi
-
55
tp trung nng cao tng thnh phn cu thnh nn gi tr thng hiu, l: nhn bit thng
hiu, n tng thng hiu, cht lng cm nhn v lng trung thnh thng hiu.
Ngoi ra, t kt qu phn tch phng trnh hi quy tuyn tnh cho thy mi tng
quan gia nhn bit thng hiu, n tng thng hiu, cht lng cm nhn v lng trung
thnh thng hiu l tng quan tuyn tnh thun. Do vy, c th kt lun rng khi tng gi
tr ca mt nhn t no trong ba nhn t ny u lm tng gi tri ca nhn t lng trung thnh
thng hiu. Kt qu phn tch hi quy c th hin trong phng trnh di y:
BL = 0,171 BA + 0,427 BI + 0,569 PQ
Cn c vo nhng lp lun chng 3, vic to dng lng trung thnh ca khch hng
trong lnh vc dch v gio dc o to l mt li th cnh tranh rt quan trng trong chin
lc xy dng v pht trin thng hiu. Tuy nhin, lng trung thnh ca khch hng trong
lnh vc o to khng th c to dng t nhng chng trnh khuyn mi hay h gi dch
v nh mt s cc lnh vc kinh doanh khc, m n phi xut t c mt qu trnh u t vo
cht lng o to tht ca nh trng t mi c th xy dng c n tng v lng tin
ca khch hng i vi thng hiu. T kt qu ca nghin cu ny cho thy c ba yu t
chnh c th to dng c lng trung thnh ca ph huynh i vi nh trng l mc
nhn bit thng hiu (c h s = 0,171), n tng vi thng hiu (h s = 0,427) v
cht lng cm nhn v thng hiu (h s cao nht l 0,569). Nh vy, i vi dch v
gio dc ngoi cng lp, nu mun gia tng lng trung thnh ca ph huynh i vi nh
trng trc ht phi tp trung nng cao cht lng cm nhn ca ph huynh v y l nhn
t c tc ng mnh nht c th gi c ph huynh duy tr dch v vi nh trng. Cng cn
ch l cht lng y l cht lng cm nhn c ca ph huynh, iu ny c ngha l
nh trng cn phi tng cng nhng mi quan h gia nh trng v gia nh, lm cho ph
huynh cm nhn c v s u t lin tc trong vic gia tng cht lng o to ti trng
mnh. n tng thng hiu l yu t nh hng th nh trong vic nng cao gi tr thng
-
56
hiu, kt qu phn tch cho thy khi gia tng mt n v ca n tng thng hiu th s
lm gia tng 0,427 n v gi tr thng hiu. Mc d nhn bit thng hiu c nh hng
thp nht n lng trung thnh thng hiu, tuy nhin nhn t ny cng c mi tng quan
thun vi lng trung thnh thng hiu. Do vy, y cng l yu t cn phi c quan tm
ng mc trong chin lc xy dng thng hiu.
Nghin cu ny cn cho thy c s khc bit c ngha trong nh gi v nhn bit
thng hiu, cht lng cm nhn thng hiu v lng trung thnh thng hiu ca hai loi
trng ngoi cng lp hin nay, l trng quc t Vit c v trng dn lp Trng Vnh
K. Cn c vo bng nh gi trung bnh khc bit, c th nhn thy ph huynh nh gi cc
thnh phn nhn bit thng hiu, cht lng cm nhn thng hiu v lng trung thnh
thng hiu ca trng quc t Vit c cao hn so vi trng Trng Vnh K. Kt qu
nghin cu cng cho thy khng c s khc bit v nh gi thnh phn gi tr thng hiu
theo thu nhp v nhm tui.
5.2.2 Mt s xut cho cc nh qun l gio dc
Cn c vo kt qu thu c ca nghin cu, cc nh qun l gio dc cn quan tm
n nhng vn sau:
Th nht, tp trung u t vo chiu su cht lng trong qu trnh xy dng chin
lc pht trin thng hiu dch v gio dc bao gm: cht lng chng trnh o to, cht
lng gio vin, mi lin h cht ch gia nh trng v gia nh, nhng hot ng ngoi
kha kch thch s sng to ca tr,.... Cht lng cm nhn v thng hiu ca ph huynh l
nguyn nhn chnh to nn lng tin, lng trung thnh ca ph huynh, t to ra s pht trin
n nh v bn vng cho nh trng.
Th hai, nhng yu t v dch v, c s vt cht, mi trng hc tp an ton, sch s,...
cng l nhng im quan trng m ph huynh rt quan tm khi chn trng cho con. Nhng
yu t ny chnh l nhng thnh phn cu thnh nn n tng thng hiu ca mt trng
tiu hc. Kt qu nghin cu cho thy thnh n tng thng hiu c nh hng rt ln n
lng trung thnh thng hiu.
-
57
Th ba, nhn bit thng hiu cng l mt yu t gp phn to nn gi tr thng hiu
dch v gio dc. Nhn bit thng hiu c hnh thnh thng qua cc knh truyn ming
(word of mouth), nhng chng trnh hi tho, qung co trn bo i (print ad, TV ad), ...
Mc nh hng ca yu t nhn bit thng hiu n lng trung thnh thng hiu l thp
nht, tuy nhin cng khng th xem nh trong qu trnh xy dng thng hiu.
Th t, cc u t gio dc cng cn lu tm n tng nhm phn khc th trng
hoch nh chin lc marketing mt cch hiu qu nht.
5.3 Hn ch v hng nghin cu tip theo
Nh bt k mt ti nghin cu no, ti ny khng th trnh khi nhng hn ch
ca n. Th nht, nghin cu ny ch tp trung nghin cu trong mt phm vi hp l Tp.HCM,
khng nhng th trong iu kin cho php tc gi ch c th kho st hai trng c trng
cho hai nhm trng tiu hc ngoi cng lp tiu biu. c mt bc tranh tng th hn v
nh gi ca ph huynh v cc thnh phn ca gi tr thng hiu, cn c thm nhng nghin
cu nh th quy m rng hn. y cng chnh l hng cho cc nghin cu tip theo.
Th hai, nghin cu ny ch nh gi cc thang o bng phng php h s Cronbach
alpha v phng php phn tch nhn t khm ph, cn m hnh l thuyt c kim nh
bng phng php phn tch hi quy tuyn tnh bi. Hin nay cn c cc phng php, cng
c hin i khc dng o lng, nh gi thang o v kim nh m hnh l thuyt chnh
xc hn.
Th ba, nghin cu khng kim nh tng bin con khi nh gi s khc bit trong
nh gi tm quan ca tng thnh phn cu thnh gi tr thng hiu theo tng nhm i
tng ph huynh.
Cui cng, cng c th ngoi cc thnh phn ra trong lun vn cn c nhng yu
t khc c nh hng n lng trung thnh thng hiu m trong nghin cu ny tc gi cha
cp n. y chnh l iu m cc nghin cu tip theo b sung v iu chnh cc nhn t
trn.
-
58
5.4 Tm tt
Chng 5 tm tt li ton b kt qu ca qu trnh nghin cu. Nghin cu ny
nhm mc ch tm ra cc thnh phn cu thnh gi tr thng hiu trong lnh vc dch v
gio dc tiu hc. C bn thnh phn cu thnh nn gi tr thng hiu trong lnh vc gio
dc l nhn bit thng hiu, n tng thng hiu, cht lng cm nhn v lng trung thnh
thng hiu. Trong bn yu t ny, lng trung thnh thng hiu c nh gi l yu t
quyt nh n s tn ti v pht trin ca ngnh dch v gio dc. Do vy, nghin cu i
vo phn tch tng quan gia yu t lng trung thnh v 3 thnh phn cn li qua m hnh
hi quy tuyn tnh bi. Kt qu phn tch cho thy cht lng cm nhn, n tng thng
hiu v nhn bit thng hiu c tng quan thun vi lng trung thnh thng hiu. Tuy
nhin cht lng cm nhn l yu t c nh hng ln nht v thp nht l thnh phn nhn
bit thng hiu.
Ngoi ra, cc nh u t c th tp trung vo i tng khch hng mc tiu ca
mnh, nghin cu cng phn tch nhng nh gi v tm quan trng ca tng nhn t theo
nh gi ca tng nhm i tng ph huynh.
Chng 5 cng nu ra nhng hn ch ca ti v xut cho nhng hng nghin
cu tip theo.
-
59
TI LIU THAM KHO Ting Vit
[1] Nguyn Hong Chu (2004), Mi quan h gia cht lng o to sau i hc v s tha
mn v o to ca hc vin Vit Nam, Trng i hc Bch Khoa Tp. HCM.
[2] L Anh Cng (2003), To dng v qun tr thng hiu Danh ting v Li nhun, Nh
xut bn lao ng x hi, 2003
[3] Nguyn Thnh Long (2006), S dng thang o SERVPERF nh gi cht lng o to
H ti trng HAG, Trng H An Giang
[4] Nguyn Quc Thnh (2004), Thng hiu vi nh qun l The road to success, Nh xut
bn Chnh tr Quc gia
[5] Nguyn nh Th v cc thnh vin (2003), o lng cht lng dch v vui chi gii tr
ngoi tri , CS2003-19, Trng i hc Kinh t Tp.HCM.
[6] Nguyn nh Th v Nguyn Th Mai Trang (2002), Nghin cu cc thnh phn ca gi tr
thng hiu v o lng chng trong th trng hng tiu dng ti Vit Nam , B2002-22-33,
Trng i hc Kinh t Tp.HCM.
[7] Hong Trng v Chu Nguyn Mng Ngc (2008), Phn tch d liu nghin cu vi SPSS,
Nh xut bn Thng K.
Ting Anh
[8] Aaker, David. 1991. Managing Brand Equity. New York: Free Press.
[9] Aswath Damodaran (2006), Dealing with Intangibles: Valuing Brand Names, Flexibility and
Patents, Stern School of Business
[10] Tor Wallin, Andreassen; Bodil Lindestad (1997), Customer Loyalty and Complex
Services
[11] Churchill, Jr. G.A (1995), Marketing Research: Methodological Foundations, The Dryden
Press.
[12] Chris Styles, Measuring Brand Equity as a Network Measurement Problem, University of
New South Wales, Australia
[13] Donald W Hendon, Marketing Falures 2005
-
60
[14] Interbrand (2001), Brand valuation, a chapter from Brands and Branding, An Economist
Book
[15] Interbrand (2001), Interbrand insights Leveraging brand value in a downturn
[16] Keller, Kevin Lane, Conceptualizing, measuring, and managing customer-based brand
equity, Journal of Marketing; Jan 1993; 57
[17] Keller, K.L (1998), Strategic Brand Management, New Jersey, Prentice - Hall
[18] Kotler, P. (2003), Marketing Managerment, 11th ed., New Jersey, Prentice - Hall
[19] Lassar Walfried, Banwari Mittal, Arun Sharma; Measuring customer-based equity
[20] Martin G. Walser (2008), Brand Strength
[21] Matt Haig, The Truth About The 100 Biggest Branding Mistake of All Time
[22] Paul Wang, Constantinos Menictas, Jordan Louviere, University of Technology, Sydney,
Testing the Erdem and Swait Brand Equity Framework, Using Latent Class Structural Equation
Modelling
[23] Srivastava, Rajendra K. and Shocker, Allan D. 1991. Brand Equity: A Perspective on its
Meaning and Measurement. Cambridge Mass.: Marketing Science Institute. working paper #91-
124.
[24] Thongsamak, S. 2001. Service Quality: Its mesurement and relationship wuth customer
satisfaction.ISE 5016 March 1th 2001. Available from:
www.eng.vt.edu/irs/docs/Thongsamak_ServiceQuality.doc.
[25] Woo Gon Kim; Hong-Bumm Kim, Measuring Customer-based Restaurant Brand Equity:
Investigating the Relations between brand equity and firms performance,
Cornell Hotel and Restaurant Administration Quarterly; May 2004
[26] Yorick Odin, Nathalie Odin and Pierre Vallatte, Conceptual and Operational Aspects of
Brand Loyalty: An Empirical Investigation, Journal of Business Research (2001)
Website:
[27] http://marketing.vinamap.vn
[28] http://www.marketingvietnam.net/content/view/159/25/
[29] http://www.sggp.org.vn/daututaichinh/2007
-
61
Ph lc 1: Dn bi tho lun nhm Xin cho anh (ch)!
Ti tn l .......... . Hin ti ang tin hnh chng trnh nghin cu v cc thnh phn to thnh gi tr
thng hiu trong lnh vc dch v gio dc bc tiu hc. Rt mong anh (ch) dnh t thi gian tr li
gip chng ti mt s cu hi. Xin lu rng khng c cu tr li no l ng hoc sai. Tt c cc
cu tr li u c gi tr i vi chng ti.
Phn chnh 1. Nhn bit thng hiu
Xin anh ch cho bit anh ch bit c nhng trng tiu hc ngoi cng lp no ti Tp.HCM? V
sao anh ch bit n nhng trng ny? Nu nh gi v mc nhn bit thng hiu trong lnh
vc dch v gio dc bc tiu hc th theo anh ch, cn thm hoc bt nhng thng tin no trong
cc thng tin di y? Ti sao?
1 Ti bit c trng X
2 Ti c th d dng phn bit c trng X vi cc trng khc
3 Ti c th d dng nhn bit trng X trong cc trng tiu hc ti Tp HCM
4 Cc c im ca trng X c th n vi ti mt cch nhanh chng
5 Ti c th nh v nhn bit logo ca trng X mt cch nhanh chng
2. n tng thng hiu
Xin anh ch vui lng cho bit, anh ch c n tng g v thng hiu trng tiu hc m anh ch
ang cho con theo hc?
3. Cht lng cm nhn thng hiu
-
62
nh gi cht lng ca mt thng hiu trng tiu hc no , theo anh ch c cn thm bt
nhng thng tin no trong nhng thng tin di y? Ti sao?
1 Gio vin ca trng c tuyn chn rt k lng
2 Gio vin ca trng ging dy rt tn tnh
3 Gio vin ca trng chm sc hc sinh chu o
4 Trng c nhiu hot ng ngoi kha rt b ich
5 Hc sinh khng b p lc khi hc ti trng ny
6 Hc sinh khng phi i hc thm khi hc ti trng ny
7 Nh trng thc hin ng cam kt ca mnh vi ph huynh
8 Lin lc gia nh trng v gia nh c thc hin rt cht ch
4. Lng trung thnh thng hiu
Xin anh (ch) vui lng cho bit hin nay con ca anh (ch) ang hc ti trng tiu hc no? V
sao anh ch li cho con hc ti trng ny? Nu anh (ch) c quyn la chn bt k mt trng
tiu hc no ti Tp. HCM, th anh ch vn cho con hc ti trng ny hay mt trng khc?
nh gi lng trung thnh thng hiu ca anh ch vi mt trng tiu hc, theo anh ch
c cn thm bt nhng thng tin no trong nhng thng tin di y? Ti sao?
1 Ti cho l ti l khch hng trung thnh ca trng ny
2 Trng ny l la chn u tin ca ti khi chn trng cho con
3 Ti hon ton hi lng khi cho con hc ti trng ny
4 Ti s gii thiu trng ny vi nhng ngi quen ca ti
5 Ti s khng chuyn trng cho con mnh trong sut giai on tiu hc
Trn trng cm n anh (ch) dnh thi gian tr li nhng cu hi ny v cung cp nhng
kin qu bu cho chng ti!
-
63
Ph lc 2: Nghin cu s b Ph lc 2.1: Bng cu hi s b Xin cho anh ch!
Chng ti l nhm nghin cu ca trng H Kinh t Tp. HCM. Chng ti ang tin hnh chng trnh
nghin cu v cc thnh phn to thnh gi tr thng hiu trong lnh vc dch v gio dc bc tiu hc.
Rt mong cc anh ch dnh t thi gian tr li gip chng ti mt s cu hi. Xin lu rng khng c cu
tr li no l ng hoc sai. Tt c cc cu tr li u c gi tr i vi chng ti.
PHN I: THNG TIN C NHN Phng vn lc: .... Phng vn bi: .. Tn ngi c phng vn: .. S in thoi: ... a ch: .. . PHN II: CC THNH PHN GI TR THNG HIU TRONG LNH VC DCH V GIO DC BC TIU HC Xin cho bit mc ng ca qu v trong cc pht biu di y: (1) (2) (3) (4) (5)
Hoan toan khong ong y Khong ong y Trung lap ong y Hoan toan ong y
Stt Cc thnh phn gi tr thng hiu trong lnh vc dch v gio dc bc tiu hc I Thnh phn nhn bit thng hiu 1 Ti bit c trng X 1 2 3 4 5 2 Ti c th d dng phn bit c trng X vi cc trng khc 1 2 3 4 5 3 Ti c th d dng nhn bit trng X trong cc trng tiu hc ti Tp HCM 1 2 3 4 5 4 Cc c im ca trng X c th n vi ti mt cch nhanh chng 1 2 3 4 5 5 Ti c th nh v nhn bit logo ca trng X mt cch nhanh chng 1 2 3 4 5 6 Mt cch tng qut, khi nhc n trng X ti c th d dng hnh dung ra n. 1 2 3 4 5
II Thnh phn n tng thng hiu 7 Trng c nhiu c s 1 2 3 4 5 8 Trng ta lc nhng v tr thun tin 1 2