Tác động của chất lượng dịch vụ đến hình ảnh thương hiệu trường đại học và ý định hành vi của sinh viên: Trường hợp nghiên cứu trường Đại học Tài Chính-Marketing
Nội dung chính của bài viết
Tóm tắt
Chủ đề xây dựng hình ảnh thương hiệu mạnh đã thu hút sự quan tâm của nhiều nhà nghiên cứu trong những năm gần đây, nhưng có rất ít nghiên cứu liên quan về hình ảnh thương trường đại học tiếp cận theo thái độ của sinh viên. Nghiên cứu này nhằm kiểm định sự tác động của chất lượng dịch vụ đến hình ảnh thương hiệu và ý định hành vi của sinh viên thông qua biến trung gian sự hài lòng: trường hợp nghiên cứu tại trường Đại học Tài chính - Marketing. Nghiên cứu được tiến hành qua các giai đoạn định tính để điều chỉnh thang đo, định lượng sơ bộ và định lượng chính thức. Dữ liệu nghiên cứu được thu thập từ 487 sinh viên các khoa trường đại học Tài Chính – Marketing và kiểm định qua sử dụng phần mềm Smart PLS. Kết quả nghiên cứu cho thấy chất lượng dịch vụ tác động trực tiếp đến sự hài lòng và hình ảnh thương hiệu, nhưng tác động gián tiếp đến ý định hành vi thông qua sự hài lòng. Ngoài ra, sự hài lòng và hình ảnh thương hiệu tác động trực tiếp đến ý định hành vi. Trên cơ sở kết quả nghiên cứu, nhóm tác giả đề xuất các kiến nghị đến lãnh đạo nhà trường.
Chi tiết bài viết
Từ khóa
Chất lượng dịch vụ, Hình ảnh thương hiệu, Sự hài lòng, Ý định hành vi
Tài liệu tham khảo
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Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121–138. https://doi.org/10.13128/REA-18003
Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. In D. Albarracin, B. T. Johnson, & M. P. Zanna (Eds.), The handbook of attitudes (pp. 173-222). Mahwah, NJ: Lawrence Erlbaum
Al-Kilani, M. H., & Twaissi, N. (2017). Perceived quality of administrative services and its consequences on students’ behavioral intentions. International Journal of Quality and Service Sciences, 9(1), 103–119. https://doi.org/10.1108/IJQSS-09-2016-0064
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty?: A study of international students in Malaysian public universities. Quality Assurance in Education, 24(1), 70–94. https://doi.org/10.1108/QAE-02-2014-0008
Alkhawaldeh, A., Alsaad, A., Taamneh, A., & Alhawamdeh, H. (2020). Examining antecedents and consequences of university brand image. Management Science Letters, 10(5), 953–960. https://doi.org/10.5267/j.msl.2019.11.016
Alves, H., & Raposo, M. (2007). Student satisfaction index in Portuguese public higher education. Service Industries Journal, 27(6), 795–808. https://doi.org/10.1080/02642060701453288
Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2019). Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research, 23(1), 47-68.
Andreassen, T. W., & Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82–92. https://doi.org/10.1177/109467059800100107
Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446–462. https://doi.org/10.1108/JM2-04-2014-0031
Asnawi, N., & Setyaningsih, N. D. (2020). Perceived service quality in Indonesian Islamic higher education context: A test of Islamic higher education service quality (i-HESQUAL) model. Journal of International Education in Business, 13(1), 107–130. https://doi.org/10.1108/JIEB-11-2019-0054
Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: the case of university education. European Journal of Marketing, 31(7), 528–540. https://doi.org/10.1108/03090569710176655
Azoury, N. M., Daou, L. E., & El Khoury, C. M. (2013). University image and its relationship to student satisfaction: case of the Holy Spirit University of Kaslik, Lebanon. Journal of Executive Education, 12(1), 1-14. https://doi.org/10.1016/j.ism.2014.07.001
Bennett, R., & Ali-Choudhury, R. (2009). Prospective students’ perceptions of university brands: An empirical study. Journal of Marketing for Higher Education, 19(1), 85–107.
Brochado, A. (2009). Comparing alternative instruments to measure service quality in higher education. Quality Assurance in Education, 17(2), 174–190. https://doi.org/10.1108/09684880910951381.
Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81–95. https://doi.org/10.1007/s10734-008-9183-8.
Buonocore, F. (2010). Contingent work in the hospitality industry: A mediating model of organizational attitudes. Tourism Management, 31(3), 378-385. https://doi.org/10.1016/j.tourman.2009.04.005.
Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22(2), 117–135. https://doi.org/10.1057/bm.2015.6.
Chaudhary, M. A., Chaudhary, N. I., & Ali, A. Z. (2020). Enhancing university’s brand performance during the COVID-19 outbreak: The role of ICT orientation, perceived service quality, trust, and student’s satisfaction. Pakistan Journal of Commerce and Social Science, 14(3), 629–651.
Chen, C. T. (2016). The Investigation on Brand Image of University Education and Students' Word-of-Mouth Behavior. Higher Education Studies, 6(4), 23-33. https://doi.org/10.5539/hes.v6n4p23
Cohen, J. (1988). Statistical power for the social sciences. Hillsdale, NJ: Laurence Erlbaum and Associates.
Dejnaka, A., Kulig-Moskwa, K., Łobos, K., Nogieć, J., & Szewczyk, M. (2016). Students’ perception of attributes of independent colleges of business profile in the market of higher education in Poland. Management, 20(2), 340–359. https://doi.org/10.1515/manment-2015-0069
Elliott, K. M., & Healy, M. A. (2001). Key Factors Influencing Student Satisfaction Related to Recruitment and Retention. Journal of Marketing for Higher Education, 10(4)(ovember 2014), 1–13. https://doi.org/10.1300/J050v10n04
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Franzen, G., & Bouwman, M. (2001). The Mental World of Brands, World Advertising Research (WARC), Henley on Thames.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87. https://doi.org/10.2307/1251946
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, Joseph, Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced Issues in Partial Least Squares Structural Equation Modeling. Research Gate.
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487–510.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Huang, Y. K. (2010). The Effect of Airline Service Quality on Passengers’ Behavioural Intentions Using SERVQUAL Scores: A TAIWAN Case Study. Journal of the Eastern Asia Society for Transportation Studies, 8(1), 2330–2343.
Ishaq, M. I., Hussain, N., Asim, A. I., & Cheema, L. J. (2014). Brand equity in the Pakistani hotel industry. RAE Revista de Administracao de Empresas, 54(3), 284–295. https://doi.org/10.1590/S0034-759020140304
Jiewanto, A., Laurens, C., & Nelloh, L. (2012). Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya. Procedia - Social and Behavioral Sciences, 40(2012), 16–23. https://doi.org/10.1016/j.sbspro.2012.03.155
Kayaman, R., & Arasli, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 17(1), 92-109.
Kumar, T. P., Priyadarsini, M. K., & Soundarapandiyan, K. (2019). A study on impact of students perceived service quality on brand performance of self-financing engineering institutions. International Journal of Society Systems Science, 11(1), 17-34. https://doi.org/10.1504/ijsss.2019.10019457
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th Edition). In New Jersey : Pearson Education.
Veloso, C. M., Magueta, D., Ribeiro, H., & Alves, S. R. (2018). The links between service quality, brand image, customer satisfaction and loyalty in the retail industry. Economic and Social Development: Book of Proceedings, 497-511.
Mestrovic, D. (2017). Service Quality, Students’ Satisfaction and Behavioural Intentions in STEM and IC Higher Education Institutions. Interdisciplinary Description of Complex Systems, 15(1), 66–77. https://doi.org/10.7906/indecs.15.1.5
Nguyễn Minh Hà, Vũ Thành (2020). Phân tích dữ liệu áp dụng mô hình PLS-SEM [Data analysis using PLS-SEM model]. Ho Chi Minh City, Vietnam: Nhà Xuất bản Kinh tế Thành phố Hồ Chí Minh.
Naik, C. N. K., Gantasala, S. B., & Prabhakar, G. V. (2010). SERVQUAL, customer satisfaction and behavioural intentions in retailing. European Journal of Social Sciences, 17(2), 200–213.
Nesset, E., & Helgesen, Ø. (2009). Modelling and managing student loyalty: A study of a Norwegian university college. Scandinavian Journal of Educational Research, 53(4), 327–345. https://doi.org/10.1080/00313830903043117
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
Onditi, E. O., & Wechuli, T. W. (2017). Service Quality and Student Satisfaction in Higher Education Institutions: A Review of Literature. International Journal of Scientific and Research Publications, 7(7), 328–335.
Quan, N. H., Chi, N. T. K., Nhung, D. T. H., Ngan, N. T. K., & Phong, L. T. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10(1), 63–76. https://doi.org/10.5267/j.msl.2019.8.015
Nguyễn Hồng Quân, Nguyễn Thị Kim Ngân (2020). Sự hài lòng đối với các website của các doanh nghiệp bán lẻ trực tuyến trong lĩnh vực điện tử: Nghiên cứu tại thị trường Hà Nội. Tạp chí Kinh Tế & Phát Triển, 269(January), 32-41.
Ramli, M. F., & Othman, R. (2015). Factors Contributing to Brand Loyalty towards Malaysia Higher Educational Institutions. Journal of Education and Vocational Research, 6(3), 22–29.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Rigdon, E. E. (2012). Rethinking Partial Least Squares Path Modeling: In Praise of Simple Methods. Long Range Planning, 5(45), 341-358. https://doi.org/10.1016/j.lrp.2012.09.010
Ryu, K., Lee, H.-R., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223.
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(December 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
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Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121–138. https://doi.org/10.13128/REA-18003
Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. In D. Albarracin, B. T. Johnson, & M. P. Zanna (Eds.), The handbook of attitudes (pp. 173-222). Mahwah, NJ: Lawrence Erlbaum
Al-Kilani, M. H., & Twaissi, N. (2017). Perceived quality of administrative services and its consequences on students’ behavioral intentions. International Journal of Quality and Service Sciences, 9(1), 103–119. https://doi.org/10.1108/IJQSS-09-2016-0064
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty?: A study of international students in Malaysian public universities. Quality Assurance in Education, 24(1), 70–94. https://doi.org/10.1108/QAE-02-2014-0008
Alkhawaldeh, A., Alsaad, A., Taamneh, A., & Alhawamdeh, H. (2020). Examining antecedents and consequences of university brand image. Management Science Letters, 10(5), 953–960. https://doi.org/10.5267/j.msl.2019.11.016
Alves, H., & Raposo, M. (2007). Student satisfaction index in Portuguese public higher education. Service Industries Journal, 27(6), 795–808. https://doi.org/10.1080/02642060701453288
Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2019). Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research, 23(1), 47-68.
Andreassen, T. W., & Lindestad, B. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82–92. https://doi.org/10.1177/109467059800100107
Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446–462. https://doi.org/10.1108/JM2-04-2014-0031
Asnawi, N., & Setyaningsih, N. D. (2020). Perceived service quality in Indonesian Islamic higher education context: A test of Islamic higher education service quality (i-HESQUAL) model. Journal of International Education in Business, 13(1), 107–130. https://doi.org/10.1108/JIEB-11-2019-0054
Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: the case of university education. European Journal of Marketing, 31(7), 528–540. https://doi.org/10.1108/03090569710176655
Azoury, N. M., Daou, L. E., & El Khoury, C. M. (2013). University image and its relationship to student satisfaction: case of the Holy Spirit University of Kaslik, Lebanon. Journal of Executive Education, 12(1), 1-14. https://doi.org/10.1016/j.ism.2014.07.001
Bennett, R., & Ali-Choudhury, R. (2009). Prospective students’ perceptions of university brands: An empirical study. Journal of Marketing for Higher Education, 19(1), 85–107.
Brochado, A. (2009). Comparing alternative instruments to measure service quality in higher education. Quality Assurance in Education, 17(2), 174–190. https://doi.org/10.1108/09684880910951381.
Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81–95. https://doi.org/10.1007/s10734-008-9183-8.
Buonocore, F. (2010). Contingent work in the hospitality industry: A mediating model of organizational attitudes. Tourism Management, 31(3), 378-385. https://doi.org/10.1016/j.tourman.2009.04.005.
Casidy, R., & Wymer, W. (2015). The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. Journal of Brand Management, 22(2), 117–135. https://doi.org/10.1057/bm.2015.6.
Chaudhary, M. A., Chaudhary, N. I., & Ali, A. Z. (2020). Enhancing university’s brand performance during the COVID-19 outbreak: The role of ICT orientation, perceived service quality, trust, and student’s satisfaction. Pakistan Journal of Commerce and Social Science, 14(3), 629–651.
Chen, C. T. (2016). The Investigation on Brand Image of University Education and Students' Word-of-Mouth Behavior. Higher Education Studies, 6(4), 23-33. https://doi.org/10.5539/hes.v6n4p23
Cohen, J. (1988). Statistical power for the social sciences. Hillsdale, NJ: Laurence Erlbaum and Associates.
Dejnaka, A., Kulig-Moskwa, K., Łobos, K., Nogieć, J., & Szewczyk, M. (2016). Students’ perception of attributes of independent colleges of business profile in the market of higher education in Poland. Management, 20(2), 340–359. https://doi.org/10.1515/manment-2015-0069
Elliott, K. M., & Healy, M. A. (2001). Key Factors Influencing Student Satisfaction Related to Recruitment and Retention. Journal of Marketing for Higher Education, 10(4)(ovember 2014), 1–13. https://doi.org/10.1300/J050v10n04
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Franzen, G., & Bouwman, M. (2001). The Mental World of Brands, World Advertising Research (WARC), Henley on Thames.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87. https://doi.org/10.2307/1251946
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, Joseph, Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced Issues in Partial Least Squares Structural Equation Modeling. Research Gate.
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487–510.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Huang, Y. K. (2010). The Effect of Airline Service Quality on Passengers’ Behavioural Intentions Using SERVQUAL Scores: A TAIWAN Case Study. Journal of the Eastern Asia Society for Transportation Studies, 8(1), 2330–2343.
Ishaq, M. I., Hussain, N., Asim, A. I., & Cheema, L. J. (2014). Brand equity in the Pakistani hotel industry. RAE Revista de Administracao de Empresas, 54(3), 284–295. https://doi.org/10.1590/S0034-759020140304
Jiewanto, A., Laurens, C., & Nelloh, L. (2012). Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya. Procedia - Social and Behavioral Sciences, 40(2012), 16–23. https://doi.org/10.1016/j.sbspro.2012.03.155
Kayaman, R., & Arasli, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 17(1), 92-109.
Kumar, T. P., Priyadarsini, M. K., & Soundarapandiyan, K. (2019). A study on impact of students perceived service quality on brand performance of self-financing engineering institutions. International Journal of Society Systems Science, 11(1), 17-34. https://doi.org/10.1504/ijsss.2019.10019457
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th Edition). In New Jersey : Pearson Education.
Veloso, C. M., Magueta, D., Ribeiro, H., & Alves, S. R. (2018). The links between service quality, brand image, customer satisfaction and loyalty in the retail industry. Economic and Social Development: Book of Proceedings, 497-511.
Mestrovic, D. (2017). Service Quality, Students’ Satisfaction and Behavioural Intentions in STEM and IC Higher Education Institutions. Interdisciplinary Description of Complex Systems, 15(1), 66–77. https://doi.org/10.7906/indecs.15.1.5
Nguyễn Minh Hà, Vũ Thành (2020). Phân tích dữ liệu áp dụng mô hình PLS-SEM [Data analysis using PLS-SEM model]. Ho Chi Minh City, Vietnam: Nhà Xuất bản Kinh tế Thành phố Hồ Chí Minh.
Naik, C. N. K., Gantasala, S. B., & Prabhakar, G. V. (2010). SERVQUAL, customer satisfaction and behavioural intentions in retailing. European Journal of Social Sciences, 17(2), 200–213.
Nesset, E., & Helgesen, Ø. (2009). Modelling and managing student loyalty: A study of a Norwegian university college. Scandinavian Journal of Educational Research, 53(4), 327–345. https://doi.org/10.1080/00313830903043117
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
Onditi, E. O., & Wechuli, T. W. (2017). Service Quality and Student Satisfaction in Higher Education Institutions: A Review of Literature. International Journal of Scientific and Research Publications, 7(7), 328–335.
Quan, N. H., Chi, N. T. K., Nhung, D. T. H., Ngan, N. T. K., & Phong, L. T. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10(1), 63–76. https://doi.org/10.5267/j.msl.2019.8.015
Nguyễn Hồng Quân, Nguyễn Thị Kim Ngân (2020). Sự hài lòng đối với các website của các doanh nghiệp bán lẻ trực tuyến trong lĩnh vực điện tử: Nghiên cứu tại thị trường Hà Nội. Tạp chí Kinh Tế & Phát Triển, 269(January), 32-41.
Ramli, M. F., & Othman, R. (2015). Factors Contributing to Brand Loyalty towards Malaysia Higher Educational Institutions. Journal of Education and Vocational Research, 6(3), 22–29.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Rigdon, E. E. (2012). Rethinking Partial Least Squares Path Modeling: In Praise of Simple Methods. Long Range Planning, 5(45), 341-358. https://doi.org/10.1016/j.lrp.2012.09.010
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