TP CH KHOA HC V CNG NGH, I HC NNG - S 2(43).

2011

M HNH NH GI S TRUNG THNH CA SINH VIN DA VO PHN TCH NHN T

EVALUATION MODEL OF STUDENTS LOYALTY BASED ON FACTOR ANALYSES L Dn, Nguyn Th Trang
Trng i hc Kinh t, i hc Nng
TM TT T nhng c im v dch v o to i hc v nhng m hnh nghin cu v cht lng dch v, cht lng o to i hc trong v ngoi nc, bi vit xy dng m hnh nh gi mc hi lng ca sinh vin vi cht lng o to i hc. Vi kt qu nghin cu thc nghim ti trng i hc Kinh t - i hc Nng, bi vit cng thc hin kim nh v hiu chnh m hnh thng qua: H s tin cy Cronbachs Alpha, Phn tch nhn t khm ph, Phn tch nhn t khng nh, v M hnh cu trc tuyn tnh. Qua , a ra nhng gii php nhm nng cao mc hi lng ca sinh vin cng nh cht lng o to ti trng i hc Kinh t - i hc Nng. ABSTRACT With special features about university education service and research models on service quality, university education quality in and out of the country, this article will focus on constructing a model for assessing students levels of satisfaction with university education quality. Based on some practical results at the College of Economics Da Nang University, this study also deals with some verifications and adjustments of the model depending on some factors such as Reliability Analysis Cronbachs Alpha, Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modeling. Subsequently, some measures for the enhancement of students levels of satisfaction and the College of Economics training quality can be taken.

1. C s l thuyt v m hnh nghin cu M hnh nghin cu c xy dng da trn nhng c s l thuyt nn tng v dch v, cht lng dch v v mt s m hnh cht lng dch v ca Gronroos, Parasuraman v c bit l m hnh cht lng dch v ca Gi-Du Kang & Jeffrey James. Vit Nam, cng c nhng ti nghin cu v cht lng o to v s hi lng ca sinh vin ca cc tc gi Nguyn Thnh Long (Trng i hc An Giang) v V Tr Ton (Trng i hc Bch khoa H Ni). Mc tiu ca bi vit ny l gii thiu m hnh nh gi mc hi lng ca sinh vin da vo phn tch nhn t nhm tm ra nhng nhn t nh hng n s hi lng ca sinh vin v ra nhng gii php nhm nng cao cht lng o to ti trng i hc Kinh t - i hc Nng.

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TP CH KHOA HC V CNG NGH, I HC NNG - S 2(43).2011

Hnh 1. M hnh xut nh gi mc hi lng ca sinh vin vi cht lng o to

2. Kt qu nghin cu nh gi thang o bng h s tin cy Cronbachs Alpha: M hnh quan tm mi quan h gia 5 nhn t: Nhn t Cht lng chc nng c o lng bi 5 thnh phn v 32 bin quan st; cc nhn t Cht lng k thut, Hnh nh, Mc hi lng u c o lng bi 4 bin quan st v nhn t Lng trung thnh c o lng bi 2 bin quan st. Kt qu phn tch tin cy Cronbachs Alpha loi 5 bin quan st v c tng quan bin tng nh hn 0.3 cn li 41 bin quan st c a vo phn tch nhn t EFA, cc thnh phn thang o sau khi loi bin u c h s Cronbachs Alpha > 0.6 t yu cu. Phn tch nhn t khm ph (EFA): Thc hin phn tch ln lt 5 nhn t c trong m hnh nghin cu, kt qu thu c nh sau: - Nhn t Cht lng chc nng: c 11 bin quan st c h s ti nhn t (Factor Loading) nh hn 0.5 nn ln lt b loi ra khi m hnh. Kt qu EFA ln cui cng c KMO = 0.934 (cho thy phn tch nhn t EFA l thch hp), Sig = 0.000 (chng t cc bin quan st c tng quan vi nhau trong tng th), tng phng sai trch c 69.538% (> 50%, cho bit cc nhn t rt trch ra gii thch c 69.538% bin thin ca d liu). Sau khi phn tch nhn t EFA, nhn t Cht lng chc nng khng c s xo trn bin quan st gia cc thnh phn, do tn gi cc thnh phn ban u vn c gi nguyn. - Bn nhn t cn li u l thang o n hng, khi tin hnh EFA th c s lng bin quan st khng thay i, cc tr s KMO, sig, v tng phng sai trch c u t yu cu, sn sng tin hnh phn tch nhn t khng nh CFA.
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TP CH KHOA HC V CNG NGH, I HC NNG - S 2(43).2011

Phn tch nhn t khng nh (CFA): T kt qu phn tch nhn t EFA, s dng phn mm AMOS 16.0 tin hnh phn tch cc thnh phn, kt qu thu c nh sau: - Nhn t cht lng chc nng c o lng bi 5 thnh phn, kt qu phn tch CFA ca m hnh con ny c th hin trong Hnh 2. M hnh ny c Chisquare/df = 1.894 < 2 vi gi tr p = 0.000. Tuy nhin, cc ch tiu khc cho thy m hnh ny ph hp vi d liu nghin cu (CFI = 0.973, TLI = 0.966, RMSEA = 0.050). Cc thnh phn Tin cy, p ng, m bo, Cm thng, Hu hnh u khng c mi tng quan gia cc sai s ca bin quan st nn u t c tnh n hng. - H s tng quan gia cc thnh phn nh hn 1 km theo sai lch chun (Pvalue) nh hn 0.05, v vy cc thnh phn Tin cy, p ng, m bo, Cm thng v Hu hnh u t c gi tr phn bit. Cc trng s chun ha u t tiu chun cho php (0.50) v c ngha thng k (P u bng 0.000). V vy, c th kt lun cc bin quan st dng o lng nm thnh phn ca thang o Cht lng chc nng t c gi tr hi t. Ngoi ra, h s tin cy tng hp v tng phng sai trch c ca 5 thnh phn u >0.5 nn cc thnh phn ny u t tin cy.
.56

e1 e2 e3

TC1 TC2 TC3

.76 .69.83

.75 .87

Tin Cay

Chi-square= 206.451 ; df= 109 ; P= .000; Chi-square/df = 1.894; GFI= .937 ; TLI= .966 ; CFI= .973; RMSEA= .050;
.39

.51

e4 e5 e6 e7 e8 e9 e10 e11 e12 e13

DU4 DU6 DU7

.68 .48.70

.71 .82

Dap Ung
.51

.64

DB2
.74 .80 .86

.28

.22

DB3 DB4 DB5

.59 .77

.15

.86 .73

Dam Bao
.30

.20

.33 .59 .77

CT3 CT4 CT5

.87 .93 .71.84

Cam Thong

.32

.30 .72

e14 e15 e16 e17

HH1 HH2

.75

.85 .86

.83 .69 HH3 .94 .89

Huu Hinh

HH4

Hnh 2. Kt qu CFA ca cc thnh phn Cht lng chc nng

- Cc thang o nhn t Cht lng k thut, Hnh nh, Mc hi lng, v Lng trung thnh l cc thang o n hng nn cc thang o ny c th c nh gi thng qua m hnh ti hn (Xem Hnh 3) c th nh gi gi tr phn bit gia cc nhn t.
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TP CH KHOA HC V CNG NGH, I HC NNG - S 2(43).2011

.71

e21 e22 e23 e24 e26 e25 e27 e28 e29 e30 e31 e32

HA1 HA2

.66 .81 .76 .58 .79 .62

.84

Hinh Anh

HA3 HA4

.51 .71

Chi-square= 83.358 ; df= 48 ; P= .001; Chi-square/df = 1.737; TLI= .977 ; CFI= .983; RMSEA= .046;
.56

KT2 KT1

.85 .87 .93

Chat Luong Ky Thuat

.43

HL1 HL2

.59 .65 .73 .72

.54 .60 .78 .67 .45

HL3 HL4

Hai long

.64

.80 .71 .84 .51 .72

TT1 TT2

Trung Thanh

Hnh 2. Kt qu CFA ca m hnh ti hn

- M hnh ti hn c 48 bc t do, kt qu phn tch SEM cho thy m hnh ny ph hp vi d liu nghin cu (Chi-square = 83.358, TLI = 0.977, CFI = 0.983; RMSEA = 0.046). Cc nhn t Cht lng chc nng, Hnh nh, Cht lng k thut u khng c mi tng quan gia cc sai s ca bin quan st nn u t c tnh n hng. - Cc trng s ca bn thang o ny u t tiu chun cho php ( 0.654) v c ngha thng k (P u bng 0.000) nn cc nhn t Cht lng k thut, Hnh nh, Mc hi lng v Lng trung thnh u t gi tr hi t. Kt qu SEM cng cho thy mi quan h gia 4 nhn t Hnh nh, Cht lng k thut, Mc hi lng v Lng trung thnh u khc bit vi 1 v c ngha thng k hay ni cch khc, c 4 nhn t ny u t gi tr phn bit. - tin cy tng hp v tng phng sai trch c ca 4 nhn t ny u >0.5 (ngoi tr nhn t Mc hi lng c phng sai trch hi thp = 0.447), t yu cu v tin cy. nh gi s ph hp ca m hnh bng m hnh cu trc tuyn tnh SEM Kt qu c lng ca m hnh xut c th hin trn Hnh 4. M hnh ny c 370 bc t do, tuy gi tr Chi-square c P = 0.000 (Chi-square = 691.877) nhng cc ch tiu TLI = 0.925; CFI = 0.934 v RMSEA = 0.55 (<0.08) u t yu cu, cho thy m hnh xy dng ph hp vi d liu nghin cu.

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TP CH KHOA HC V CNG NGH, I HC NNG - S 2(43).2011

f1
.56

e1 e2 e3 e4 e5 e6 e7 e8 e9 e10 e11 e12 e13 e14 e15 e16 e17

TC1 TC2 TC3

.75 .76 .66.81 .87

.28

Tin Cay f2

Chi-square= 691.877 ; df= 370 ; P= .000; Chi-square/df = 1.870; TLI= .940 ; CFI= .945; RMSEA= .050;

.55

DU4 DU6 DU8

.57

.74 .75

.38

Dap Ung

.52

.39 .63 .61

.62

DB2 DB3

f3
.79 .86 .49

.73 .59 .77 .85 .73

DB4 DB5

Dam Bao

.70

Chat Luong Chuc Nang

.58

f4
.76 .20

.45 .34 .51 .69 .43

e30
.39

e29
.53

e28
.46

e27
.40

e32
.49

e31
.67

CT3 CT4 CT5

.86 .70.84

.93

Cam Thong f5

HL4 e21 HA1 HA2

.64 .80 .83 .28 .63 .18

HL3

HL2
.63

HL1

TT2

TT1

.73 .68 .66

.70 .82 .66 .81

.73

HH1 HH2

.85 .75 .87 .70.84 .95 .89

.26

e22 e23 e24

Huu Hinh

.75 .56 HA3 .78 .60

Hinh Anh

Hai long

Trung Thanh

HA4
.40

d1
.55

d2

d3

HH3 HH4

.68

e26 e25

KT2 KT1

.83 .91.95

Chat Luong Ky Thuat

Hnh 3. Kt qu SEM chun ha

M hnh nghin cu c 3 nhn t ph thuc l Hnh nh, Mc hi lng v Lng trung thnh, kt qu SEM cho thy: Hai nhn t Cht lng k thut v Cht lng chc nng gii thch c 27.8% bin thin ca Hnh nh. Ba nhn t: Cht lng chc nng, Cht lng k thut v Hnh nh gii thch c 65.7% bin thin ca Mc hi lng. V Mc hi lng gii thch c 66.4% bin thin ca Lng trung thnh. Kim nh c lng m hnh l thuyt bng Boostrap Nghin cu ny s dng s lng mu lp li N=700. Mu c tnh trung bnh km theo lch c trnh by trong Bng 1. Nhn thy lch tuy xut hin nhng tr tuyt i lun 1.5, chng ta c th ni l chch l rt nh, khng c ngha thng k. V nh vy, chng ta c th kt lun l cc c lng trong m hnh (xem Hnh 3) c th tin cy c.

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Bng 1. Kt qu c lng bng Bootstrap vi N=700

Mi quan h Hnh nh Hnh nh Mc hi lng Mc hi lng Mc hi lng Lng trung thnh Cht thut lng k

SE-SE

Mean 0.406 0.336 0.18 0.433 0.551 0.816

Bias 0.002 -0.002 -0.002 -0.001 0.003 0.001

CR 0.667 -0.667 -0.667 -0.333 1.500 0.500

0.002 0.002 0.002 0.002 0.002 0.001

Cht lng chc nng

Hnh nh Cht lng chc nng Cht thut lng k

Mc hi lng

Mi quan h nhn qu gia cc nhn t trong m hnh nghin cu Kt qu c lng bng ML v Bootstrap trong phn tch m hnh cu trc tuyn tnh cho thy tt c cc mi quan h trong m hnh nghin cu u c ngha thng k (P < 0.05) (xem Bng 2).
Bng 2. Kt qu kim nh mi quan h nhn qu gia cc khi nim nghin cu

Hnh nh

Cht lng k thut Cht lng chc Hnh nh nng Mc hi lng Hnh nh Cht lng chc Mc hi lng nng Mc hi lng Cht lng k thut Lng trung thnh Mc hi lng Cht lng chc Tin cy nng Cht lng chc p ng nng Cht lng chc m bo nng Cht lng chc Cm thng nng Cht lng chc Hu hnh nng
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Estimate 0.404 0.339 0.183 0.435 0.548 0.815 0.525 0.613 0.700 0.447 0.514

S.E. 0.049 0.050 0.053 0.048 0.045 0.031 0.045 0.042 0.038 0.048 0.046

C.R. 12.189 13.145 15.547 11.739 10.109 5.973 10.441 9.164 7.859 11.565 10.600

P 0.001 0.000 0.000 0.001 0.002 0.015 0.001 0.003 0.005 0.001 0.001

TP CH KHOA HC V CNG NGH, I HC NNG - S 2(43).2011

Hai nhn t Cht lng chc nng v Cht lng k thut tc ng thun chiu n nhn t Hnh nh. Nhn t Cht lng k thut tc ng mnh hn vi trng s chun ha bng 0.404, cn nhn t Cht lng chc nng tc ng yu hn vi trng s chun ha l 0.339. Cc nhn t Cht lng chc nng, Cht lng k thut v Hnh nh cng c quan h dng vi Mc hi lng. Cht lng k thut tc ng mnh nht n Mc hi lng (trng s hi quy chun ha bng 0.548), tip n l nhn t Cht lng chc nng vi trng s hi quy chun ha bng 0.435, v cui cng l nhn t Hnh nh c trng s hi quy chun ha bng 0.183. V, nhn t Mc hi lng tc ng thun chiu n Lng trung thnh vi trng s hi quy chun ha t ti 0.815. Phn tch cu trc a nhm Khng ch phn tch chung, cn phi phn tch cu trc a nhm vi hai nhm gii tnh, hai nhm Kha o to v 3 nhm Hc lc. Kt qu phn tch cho thy nhm Kha o to v nhm Hc lc khng lm thay i mi quan h gia cc nhn t trong m hnh nghin cu, trong khi gia hai nhm gii tnh, th cc mi quan h ny c s thay i ng ch . i vi nhm Nam m hnh nghin cu khng c s thay i, tuy nhin nhm N li khng c s tc ng ca nhn t Hnh nh ti Mc hi lng. 3. Kt lun Lng trung thnh ca sinh vin chnh l ti sn ca nh trng. Trong mi trng cnh tranh, lng trung thnh cng tr nn quan trng. Thng hiu ca trng ph thuc kh nhiu vo lng trung thnh. Chnh v vy, nh trng cn tm ra nhng nhn t gp phn nng cao mc hi lng ca sinh vin nhm nng cao lng trung thnh ca h. Qua nghin cu thc nghim ti trng i hc Kinh t - i Hc nng, kt qu thu c cho thy mc hi lng chu nh hng bi nhiu nhn t. C th, bao gm nhn t Cht lng chc nng, nhn t Cht lng k thut v nhn t Hnh nh. Trong , nhn t Cht lng k thut, Cht lng chc nng khng ch nh hng trc tip m cn nh hng gin tip n qua nhn t Hnh nh n hi lng ca sinh vin. Hai nhn t nh hng kh ln n hi lng nhng nhn t Cht lng k thut nh hng nhiu hn. Nhn t Cht lng chc nng c lng bi nhiu thang o, nh Tin cy, m bo, Cm thng, Hu hnh. Trong , thang o m bo v p ng c mc quan trng hn. Trong mi nhn t phi quan tm n tng yu t tm ra nhng gii php c th. Nh vy, nng cao lng trung thnh ca sinh vin qua vic nng cao s hi lng cn c h thng cc gii php. H thng gii php ny c xy dng qua h thng cc thang o c nghin cu.

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TI LIU THAM KHO Ting Vit: [1] Hong Trng, Chu Nguyn Mng Ngc (2005), Phn tch d liu nghin cu vi SPSS, Nh Xut Bn Thng k, H Ni. [2] Nguyn nh Th & Nguyn Th Mai Trang (2007), Nghin cu khoa hc marketting- ng dng m hnh cu trc tuyn tnh SEM, Nh xut bn i hc Quc gia H Ch Minh. [3] Nguyn Th Phng Trm (2008), Cht lng dch v ngn hng in t: So snh gia m hnh SERVQUAL v GRONROOS, Lun vn thc s kinh t, Trng i hc Kinh t TP.HCM. [4] Nguyn Thnh Long (2006), S dng thang o SERVPERF nh gi cht lng o to H ti trng HAG, ti nghin cu khoa hc, Trng i hc An Giang. [5] Nguyn Khnh Duy (2009), Thc hnh m hnh cu trc tuyn tnh SEM vi phn mm AMOS, Trng i hc Kinh t TPHCM. [6] Phm c K, Bi Nguyn Hng (2007), Nghin cu s trung thnh ca khch hng i vi dch v thng tin di ng ti th trng TP.HCM, i hc bch khoa TP.HCM. [7] V Tr Ton (2007), Nghin cu v cht lng o to ca khoa kinh t v qun l theo m hnh cht lng dch v (SERVQUAL), ti nghin cu khoa hc, Trng i hc Bch Khoa H Ni. Ting Anh: [8] Gi-Du Kang & Jeffrey James (2004), Service quality dimensions: An examination of Gronrooss service quality model, Emerald Group Publishing Limited, managing service quality, Volume 14 Number 14.2004, pp 266-277. [9] Gronroos (1984), A Service Quality Model and Its Marketing Implications, European Journal of Marketing. [10] Tenko Rayko & Geoger A. Marcouldies (2006), A First Course in Structural Equation Modeling, Lawrence Erlbaum asociates Publisher London.

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