A study on tai w88 satisfaction of students with tai w88 training quality: Case study of Lac Hong University

ABSTRACT:

This research analyzes tai w88 satisfaction of students with tai w88 training quality inLac Hong University. tai w88 research surveyed senior students who have studied in tai w88 Faculty of Business Administration and International Economics, Lac Hong University with tai w88 sample size of 200. tai w88 research’s results show that all of research components are statistical significance. tai w88 New Image Value factor has tai w88 strongest impact to tai w88 satisfaction of students with tai w88 training quality. It is followed by tai w88 factors of Epistemic Value, Emotional Value, Social Value and Functional Value.

Keywords:service quality, student satisfaction, perception.

1. Research problem

When everything all over tai w88 world is more and more developing, physical and spiritual needs of tai w88 human are upgrading, tai w88 quality requirements of increasingly is more stringent. All organizations whether in any field are always looking for ways to build products more and more quality to survive, compete and grow.

Today, people talk about quality in all areas of society: industry, services ... and in tai w88 field of education. Quality is an important issue in education in general and universities in particular. So, improving tai w88 quality of training service is tai w88 most important tasks of any universities, is a prerequisite for tai w88 existence and development of tai w88 training unit.

There are many difficulties and challenges directly affect tai w88 training service. So, tai w88 demand for tai w88 quality of training service to meet tai w88 requirements of tai w88 commercial environment will be greatly increased. And tai w88 opening environment will have many more choices for students, students can learn at tai w88 prestigious school, tai w88 quality is recognized. Thus, for surviving and thriving in highly competitive environment today, tai w88 problem

Realizing tai w88 importance ofstudents’ satisfactionwith tai w88 quality of training service of education in universities, in recent years Lac Hong university have conducted several research topics related to satisfaction of students such as student satisfaction with homeroom teacher, some factors affect to tai w88 motivation and learning outcomes of students... However, these topics reflect only a small aspect of quality of school education.

tai w88 paper aims to answer tai w88 following question:

“What factors affect tai w88 students’ satisfaction towards tai w88 quality of training service in tai w88 faculty of Business Administration and Foreign Trade at Lac Hong university”.

2. Hypothesisand research model

- Functionalvalue

Functional value (want satisfaction) consists of items that are related to tai w88 economic utility associated with a business degree and its worth to students with regard to gaining future employment and attaining career aspirations (LeBlanc & Nguyen, 1999)

   H₁: There is a positive relationship between Functional value and Students’ satisfaction towards training service.

- Emotional value

“Emotional value is concerned with tai w88 affective states of students in tai w88 form of tai w88 positive feelings they have toward their field of study” (LeBlanc & Nguyen, 1999)

   H₂: There is a positive relationship between Emotional value and Students’ satisfaction towards training service.

-Image value

Image value is loaded with variables that represent tai w88 students' belief that tai w88 image projected by their business school is closely linked to tai w88 value of their diploma (LeBlanc & Nguyen, 1999)

   H₃: There is a positive relationship between Image value and Students’ satisfaction towards training service.

- Socialvalue

“Social value constitutes tai w88 utilities that students derive from having friends in their classes, as well as tai w88 group and social activities which add value to their learning experience” (LeBlanc & Nguyen, 1999).

   H₄: There is a positive relationship between Social value and Students’ satisfaction towards training service.

-Epistemic value

“Epistemic value relates to tai w88 business school's capacity to offer quality educational services to students through tai w88 knowledge and guidance provided by faculty” (LeBlanc & Nguyen, 1999).

   H₅: There is a positive relationship between Epistemic value and Students’ satisfaction towards training service.

Figure 1: Proposed research model

 Research methodology

This paper is used two methods: qualitative method and quantitative method.

tai w88 qualitative method was done by collecting secondary data. In my research, I use secondary data such as books, articles, previous studies and data from Internet. I review tai w88 theory of customer satisfaction, service quality and tai w88 model of researching on Howard-Sheth Model.

tai w88 quantitative method is done by surveying tai w88 questionnaires with tai w88 sample size of 200.

3. Dataanalysis and research result

There were 200 students who were participated to answer tai w88 questionnaires. After collecting, these questionnaires were tested. tai w88 result showed that tai w88 missing rate is 0 percent, therefore there were 200 usable questionnaires. tai w88 analysis reported in this chapter had been conducted on tai w88 final sample of 200 responses. tai w88 usable response rate to tai w88 research interview was therefore 100 percent.

- FUNCTIONAL VALUE

tai w88 functional value aspect aims to measure tai w88 perception of students about tai w88 practicalities of students’ university degree in future’s job and life through students’ evaluation of able to find a job, have a stable job, have a job with high salary ...

Function value: FV1-FV5

- tai w88 EMOTIONAL VALUE

Emotional value refers to tai w88 various positive and negative affective states that may arise from a consumption experience. In tai w88 current context this relates to students perceptions of enjoyment and gladness in undertaking their studies

Emotional value: EM6-EM10

- IMAGE VALUE

Image value is loaded with variables that represent tai w88 students' belief that tai w88 image projected by their faculty is closely linked to tai w88 value of their diploma

Image value: IF11-IF19

- SOCIAL VALUE

Social valuerefers to tai w88 benefits derived from interaction with tai w88 service provider and other groups of customers within tai w88 service context. In tai w88 higher education context this refers to tai w88 value that students perceive from interacting with peers both in-class and external to class.

Social value: SO20-SO22

- EPISTEMIC VALUE

Epistemic value relates to tai w88 business school's capacity to offer quality educational services to students through tai w88 knowledge and guidance provided by faculty

Epistemic value: KN23-KN27

- STUDENTS’ SATISFACTION

tai w88 students’satisfaction dimension – tai w88 dependent factor of my study, was set up to measure tai w88 satisfaction of students in tai w88 faculty of BA & FT towards training service, tai w88 case in Lac Hong university.

In this part, this paper has four items which was used for measuring tai w88 students’ satisfaction towards tai w88 faculty of BA & FT’s training service. tai w88 average Mean value is 3.31. Comparing with 5 – maximum value, this average point is not high, just above tai w88 average. Nevertheless, it means that overall most of students are neutral, they are not pretty satisfied with training service in tai w88 faculty of BA & FT and tai w88 percentage of choosing tai w88 faculty of BA & FT first if having a chance for studying at university again as well as continuing their study in this faculty although having a chance for transferring to another university and introducing this faculty to their friends to study are not high.

Consequently, accessing to fully increasing tai w88 satisfaction of students towards training service in tai w88 faculty of BA & FT is neccessary. In my study, tai w88 following parts will introduce tai w88 contents of process more clearly.

tai w88 students’satisfaction: SF28-SF31

4. Reliability test

tai w88 measurement scales of functional value, emotional value, image value, social value, epistemic value and students’ satisfaction had Cronbach's Alpha greater than 0.6 and all Corrected Item - Total Correlations were greater than 0.3.

However, tai w88 Cronbach's Alpha if Item Deleted of item IF19 (0.992) is higher than current Cronbach’s Alpha (0.884), so item IF19 (I think tai w88 training service of tai w88 faculty of BA & FT has a professional style) was eliminated in order to make data highly reliable.

tai w88 others items satisfied tai w88 criterias they Could be put into Exploratory factor analysis.

5.Exploratory factor analysis

5.1. Exploratory factor analysis for independent variables

Table 1: KMO and Bartlett's Test for Independent Variables

(Source: Author's Calculation)

Table 2: Total Variance Explained

Extraction Method: Principal

Component Analysis.

(Source: Author's Calculation)

tai w88 result was that there were 5 components extracted, total variance extracted = 74.606%, it showed that tai w88 five components explain 74.606% of tai w88 data variability. In addition, tai w88 indication of Kaiser - Meyer - Olkin (KMO) is .921 .6, and tai w88 Bartlett's Test of Sphericity had Sig. = 0 (< .05), it signifies that there are tai w88 connection of five factors; they are suitable with tai w88 case of factor analysis. Therefore, tai w88 Exploratory Factor Analysis method is seem to be useful for my research.

After testing tai w88 reliability, one item IF19 (I think tai w88 training service of tai w88 faculty of BA & FT has a professional style) was deleted, so twentysix remain items are in used to tai w88 Component Matrix^afor Independent variables, they are gathered by 5 components as table below:

Table 3: Component Matrix^afor Independent Variables

Extraction Method: Principal Component Analysis.

a. 5 components extracted.

(Source: Author's Calculation)

According to table 3, almost variables are gathered in first component and tai w88 fourth remain components do not really have a chance to take part in. Therefore, for making clear things, tai w88 component matrix was rotated. tai w88 result of first round rotation/ final round is shown in table 4.

Table 4: Rotated Component Matrix^afor Independent Variables

(1^stround/ final round)

 (Source: Author's Calculation)

With tai w88 first rotated round, twenty six items are gathered into five components. No item is removed and tai w88 final result is made.

• Component 1 (H₃):includes IF11, IF12, IF13, IF14, IF15, IF16, IF17, IF18.

This component has eight items which are IF11 “I know a lot of new things from tai w88 faculty of BA & FT's subjects”, IF12 “tai w88 major knowledge of tai w88 faculty of BA & FT satisfies my needs”, IF13 “tai w88 faculty of BA & FT's curriculum provides me tai w88 suitable major knowledge”, IF14 “At tai w88 faculty of BA & FT, I get not only tai w88 theory but also tai w88 practical knowledge”, IF15 “I receive tai w88 enthusiastic help from tai w88 faculty of BA & FT's lecturers during studying process”, IF16 “tai w88 faculty of BA & FT's schedule helps me active in arranging my time”, IF17 “Information that I received from tai w88 faculty of BA & FT is always constant”, IF18 “I recognize tai w88 faculty of BA & FT always improves lecturers' quality”. All these items refer to Image Value dimension. Thus, component 1 still keeps tai w88 nameIMAGE VALUE (IF).

• Component 2 (H₁):includes FV1, FV2, FV3, FV4, FV5.

This component has five items which are FV1 “I believe employers are interested in hiring students from tai w88 faculty of BA & FT”, FV2 “A degree from tai w88 faculty of BA & FT will allow me to earn a good salary”, FV3 “A degree from tai w88 faculty of BA & FT will allow me to achieve my career goals”, FV4 “In my opinion, tai w88 knowledge I got after graduating will be a steady foundation for me to study upper”, FV5 “tai w88 knowledge I have acquired at my business school will allow me to get promotions”.All these items refer to Functional Value dimension. Thus, component 2 still keeps tai w88 nameFUNCTIONAL VALUE (FV).

• Component 3 (H₅):includes KN23, KN24, KN25, KN26, KN27.

This component has five items which are KN23 “I have heard some good news about tai w88 faculty of BA & FT”, KN24 “I believe that tai w88 interviewers have good impression about tai w88 faculty of BA & FT”, KN25 “tai w88 prestige of tai w88 faculty of BA & FT increased tai w88 value of Bachelor diploma”, KN26 “tai w88 faculty of BA & FT's reputation creates tai w88 good influences on tai w88 value of Bachelor diploma”, KN27 “I like tai w88 competition in my study because it helps me to find out myself's ability”. All these items refer to Epistemic Value dimension. Thus, component 3 still keeps tai w88 nameEPISTEMIC VALUE (KN).

• Component 4 (H₂):includes EM6, EM7, EM8, EM9, EM10.

This component has five items which are EM6 “In my opinion it is worthwhile to invest four years to obtain a business degree”, EM7 “I am really pleased to choose tai w88 faculty of BA & FT for my study”, EM8 “I love my major in tai w88 faculty of BA & FT”, EM9 “I recognize my major is very interesting”, EM10 “Being a student of tai w88 faculty of BA & FT, I am really confident”. All these items refer to Emotional Value dimension. Thus, component 4 still keeps tai w88 nameEMOTIONAL VALUE (EM).

• Component 5 (H₄):includes SO20, SO21, SO22.

This component has three items which are SO20 “I recognize I feel happier because of having a lot of close friends”, SO21 “I am really interested in getting acquainted with friends from other places”, SO22 “tai w88 faculty of BA & FT' outside activities provides me practical experience”. All these items refer to Social Value dimension. Thus, component 5 still keeps tai w88 nameSOCIAL VALUE (SO).

5.2. Exploratory factor analysis of dependent variable

Table 5: KMO and Bartlett's Test for Dependent Variables

Source: Author's Calculation)

 Table 6: Factor analysis result for Dependent Variable

Extraction Method: Principal Component Analysis.

a.1 components extracted

According to table 5, table 6, tai w88 result was that there was one component extracted, total variance extracted = 83.934%, it showed tai w88 one component explain 83.934% of tai w88 data variability. In addition, tai w88 indication of Kaiser – Meyer - Olkin (KMO) is .945 .6, and tai w88 Bartlett's Test of Sphericity had Sig. = 0 (< .05). All four items of Students’ satisfaction element are high loading (from .886 to .945) and grouped into tai w88 same component. It signifies that there are tai w88 connection of four items; they are suitable with tai w88 case of factor analysis.

6.Revision of hypotheses and research model

Figure 2: Revised Research Model

• H₁: There is a positive relationship between Functional value and Students’ satisfaction towards training service
• H₂: There is a positive relationship between Emotional value and Students’ satisfaction towards training service
• H₃: There is a positive relationship between Image value and Students’ satisfaction towards training service
• H₄: There is a positive relationship between Social value and Students’ satisfaction towards training service
• H₅: There is a positive relationship between Epistemic value and Students’ satisfaction towards training service

6.1. Cronbach’s Alpha after exploratory factor analysis

After EFA, my thesis has no item changing of four dimensions (Functional value, Emotional Value, Social value, Epistemic value) and it has one new dimension of revised research model, that is Image Value dimension. Therefore, I will use tai w88 Croncbach’s Alpha again to test tai w88 reliability of Image Value dimension.

Table 6: Reliability statistics of New Image Value Dimension

 (Source: Author's Calculation)

According to table above, tai w88 Cronbach’s Alpha of New Image Value is .922 .884 tai w88 Cronbach’s Alpha of Image Value, eight items of this dimesion has all Corrected Item – Total Correlation coefficient 0.3. Therefore, New Image Value dimension is reliable.

Briefly, after EFA, all items of revised research model are trusty. So, we use it for continuing on next step.

6.2. Correlation testing

Table 7: Correlations Testing

(Source: Author's Calculation)

As tai w88 table above, all of independent variables (Image value, Functional value, Social value, Emotional value, Epistemic value) has tai w88 positive linear relationship with dependent variable (Students’ satisfaction). It means that if tai w88 Students’ satisfaction variable gets higher, tai w88 Image value, Functional value, Social value, Emotional value, Epistemic value also gets higher, too.

However, in all of independent variables, Epistemic value has tai w88 strongest positive linear relationship with Students’ satisfaction, because it has tai w88 biggest correlation coefficient value = .528 than other dimensions, and Functional value has tai w88 smallest positive linear relationship with Students’ satisfaction, because it has tai w88 lowest correlation coefficient value = .320 than other dimensions.

As we can see in tai w88 table of Correlation, all of variables (independents and dependent) have tai w88 correlation coefficient greater than 0, it means that there is tai w88 relationship among these variable, and they will be used to continue with next step (regression analysis).

6.3. Regression analysis

In order to test tai w88 revised hypotheses, firstly tai w88 correlation analysis was used to test if tai w88 factors could be put in tai w88 regression model, after that tai w88 Multi - Linear Regression analysis was run to test tai w88 hypotheses, or in other words, it was run to check tai w88 connection between five independent variables (Functional Value, Emotional Value, Social Value, Epistemic Value, Image Value) and dependent value (Students’ Satisfaction).

Table 8: Model Summary

a. Predictors: (Constant), SOO, EMM, KNN, FVV, IFF

We see that R Square of my thesis = .324, it means that there is .324 or 32.4% of Students’ Satisfaction is clarified by Functional Value, Emotional Value, Social Value, Epistemic Value, Image Value; so 67.6% remained of Students’ Satisfaction is clarified by other dimensions.

Table 9: ANOVA^b

a. Predictors: (Constant), SOO, EMM, KNN, FVV, IFF

b. Dependent Variable: SF

On tai w88 table ANOVA above, tai w88 value of tai w88 observed significance level (Sig.) = 0, it is very smaller than .05, it means that Functional Value, Emotional Value, Social Value, Epistemic Value, Image Value have tai w88 correlation with Students’ Satisfaction dimension at significant level .05. They suggested that it was safe to reject tai w88 null hypothesis of regression model was fit to population data and usable.

Table 10:Coefficients^a

a. Dependent Variable: SF

On tai w88 Coefficient above, tai w88 Standardized Coefficients β between Students’ Satisfaction and Functional value, Emotional value, Social value, Image value, Epistemic value was positive and significant because tai w88 significance value of Functional value, Emotional value, Social value, Image value, Epistemic value is lower than .05, it satisfies with tai w88 statistical standard. This demonstrated that Functional value, Emotional value, Social value, Image value, Epistemic value was related to Students’ Satisfaction, or there was linear relationship between Students’ Satisfaction and Functional value, Emotional value, Social value, Image value, Epistemic value.

In addition, for measuring how strongly of impact level between Students’ Satisfaction and Functional value, Emotional value, Social value, Image value, Epistemic value, we continue with tai w88 Standardized Coefficients β in table above. tai w88 largest value of tai w88 Standardized Coefficients β is .370, it means that New Image Value dimension has tai w88 strongest impact to Students’ satisfaction . tai w88 Standardized Coefficients β of Epistemic value, Emotional value, Social value is .361, .156, .137, it demonstrated that tai w88 impact of Epistemic value on Students’ satisfaction was greater than Emotional value and Social value. tai w88 smallest value of tai w88 Standardized Coefficients β is .118, it means that Functional value dimension has tai w88 lowest impact to Students’ satisfaction.

Therefore, Linear Regressive equation is:

SF =.370IFF + .361KNN + .156 EMM + .137SOO + .118FVV

6.4. Hypotheses testing result

Table 11: Hypotheses testing result

7.Conclusionsand recommendations

7.1. Conclusions

All of components are meaningful statistical significance. New Image Value dimension has tai w88 strongest impact to Students’ satisfaction; Epistemic value on Students’ satisfaction has greater impact than Emotional value and Social value; and finally, Functional value dimension has tai w88 lowest impact to Students’ satisfaction.

tai w88 final consequences are showed as table below:

All of five factors (Functional value, Emotional value, Image value, Social value, Epistemic value) have positive connection with Students’ satisfaction, and all of them will be used to predict tai w88 students’ satisfaction because of their hypotheses have positive connection of all five factors with Students’ satisfaction were supported.

According to tai w88statistical result, tai w88 average Mean value of students’ satisfaction dimension is 3.31. Comparing with 5 - maximum value, this average point is not really high. It means that overall most of students are not really satisfied with quality of training service in tai w88 faculty of BA & FT which has some matters made students unhappy. Students are not completely happy with training service in tai w88 faculty of BA & FT. Therefore, this service should be enhanced to satisfy students more, and make tai w88 good impression to student after graduating, and introducing this faculty to their friends to study. Finally, it is sensible to use tai w88 consequence of my thesis to improve tai w88 quality of training service at this faculty because of Functional value, Emotional value, Social value, Image value and Epistemic value has important influences on tai w88 student’s satisfaction at this faculty.

7.2. Practical implication (suggestion to tai w88 business administration & foreign trade faculty)

tai w88 impact of Students’ satisfaction and Functional value, Emotional value, Social value, Image value, Epistemic value is examined in this research. tai w88 important practical implication of my thesis is that it brings information about tai w88 measurement of Students’ satisfaction and Functional value, Emotional value, Social value, Image value, Epistemic value, and also tai w88 relationships between them. In addition, tai w88 research findings give tai w88 leaders of Lac Hong university have some evidence to make suitable encouraging plans which helps tai w88 quality of training service at tai w88 faculty Business Administration and Foreign Trade more improvement and effectiveness. As tai w88 detailed, this research provides evidence to confirm that Functional value, Emotional value, Social value, Image value, Epistemic value are positively related to Students’ satisfaction. Moreover, Students’ satisfaction towards tai w88 quality of training service is a valuable tool for tai w88 faculty Business Administration and Foreign Trade at Lac Hong university, it is not only a factor that helps university to assess their training service effectiveness but also contribute a reference for future research about tai w88 students’ satisfaction in tai w88 field of education.

tai w88 faculty should increase their Marketing activities by newspaper; or build tai w88 relationship with high school, for example, supply pupils who are going to take part in studying in university tai w88 faculty’s information because they are potential customers; or connect with some companies and open some classes with students who are employees in company. Because of employees’ knowledge receive from lecturers of this faculty will be known by their ability on work.  tai w88 quality of training service of faculty will be advertised by these employees. Moreover, faculty should hold some direct communications among business man and students in order to help students have clearly information about what business man needs, help them can plan their study timetable.

In summary, this finding draws a new direction for university leaders to build encouraging strategies in order to improve training service effectiveness. It can help them to create more competitive advantages for their university.

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Sự hài lòng củasinhviên đến chất lượng dịch vụ đào tạo

- Trường hợp nghiên cứu tại Trường Đại học Lạc hồng 

NCS. DƯƠNG THỊ PHƯƠNG HẠNH

Khoa Quản trị - Kinh tế Quốc tế, Trường Đại học Lạc Hồng

TÓM TẮT:

Nghiên cứu này phân tích sự hài lòng của sinh viên đối với chất lượng đào tạo tại Trường Đại học Lạc Hồng. Nghiên cứu đã tiến hành khảo sát các sinh viên năm cuối đang theo học tại Khoa Quản trị kinh doanh và Kinh tế quốc tế, Trường Đại học Lạc Hồng với kích thước mẫu là 200. Kết quả cho thấy, tất cả các thành phần đều có ý nghĩa thống kê. Giá trị Hình ảnh Mới có tác động mạnh nhất đến sự hài lòng của sinh viên; tiếp theo là Giá trị nhận thức, Giá trị tình cảm, Giá trị xã hội và cuối cùng là Giá trị chức năng.

Từ khóa:chất lượng dịch vụ, sự hài lòng của sinh viên, sự cảm nhận.

[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ,

Số 11, tháng 5 năm 2021]