Tác động của hình ảnh, chất lượng và giá trị tới sự hài lòng của sinh viên theo học các chương trình đào tạo quốc tế tại một số đại học công lập

Nghiên cứu có mục đích kiểm chứng và đánh giá mối quan hệ giữa hình ảnh trường đại

học, chất lượng dịch vụ, giá trị dịch vụ và sự hài lòng của sinh viên đối với chương trình đào tạo

quốc tế. Dữ liệu được thu thập từ 856 sinh viên đang theo học các chương trình đào tạo quốc tế

tại một số trường đại học bao gồm trường đại học Thương mại, trường đại học Hà Nội, trường

đại học Công nghiệp Hà Nội. Nghiên cứu sử dụng các phương pháp bao gồm thống kê mô tả,

phân tích EFA, hệ số Cronbach Alpha, CFA và SEM. Kết quả nghiên cứu đã chỉ ra chất lượng

dịch vụ, giá trị dịch vụ và hình ảnh trường đại học có mối liên hệ. Chất lượng dịch vụ và hình

ảnh trường đại học có tác động tới giá trị dịch vụ. Hình ảnh trường đại học cũng chịu tác động

bởi chất lượng dịch vụ và cả 3 yếu tố trên có tác động tới sự hài lòng của sinh viên theo học

chương trình đào tạo quốc tế

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*** Supported H2: Service Quality g University Image 0,481 0,088 8,522 *** Supported H3: Service Quality g Student Satisfaction 0,592 0,108 9,728 *** Supported H4: Service Value g Student Satisfaction 0,156 0,068 3,353 *** Supported H5: University Image g Service Value 0,288 0,037 6,060 *** Supported H6: University Image g Student Satisfaction 0,187 0,040 5,244 *** Supported Note: *** p < 0.001; S.E.: standard error. that service quality is the factor that strongly affects the satisfaction of students enrolled in inter- national training programs at 3 surveyed public universities. The difference in study subjects, particularly in this study respondents who were enrolled in an international education training program instead of students enrolled in a general program was part of the explanation for the dif- ference in perception. But compared with the scale of the study Thao H.T.P and Trong.H (2006), the scale in this study has developed and added in the factor of service quality. Career prospects, academic quality are complementary and important to service quality. Compared with the higher education service scale of Thao.H.T.P and Trong. H, which only includes 3 factors including the support, training, and facilities, the quality of service of this research has been more detailed. In particular, career prospects and academic quality are two factors that are highly appreciated in terms of approaching students because international education programs have shorter training times than general programs and highly qualified lecturers from developing countries. The ma- jority of international education programs also focus on practical skills that can help students gain advantages in future career development. Therefore, service quality is felt relatively clearly from the student’s point of view. The factors that make up the service value have a relatively bal- anced impact, the social value having the greatest impact also partly reflects the reality when in- ternational education programs have high tuition fees as well as high quality, many advantages will have a positive impact on the social image of students. 5.2. Conclusion, Implication and Limitation Some of the conclusions drawn from the research results include. Firstly, service quality, service value, and university image have shown an influence on student satisfaction when study- ing in international education programs. The service quality has the greatest impact, followed by the university image. The service value has the lowest impact. Secondly, academic quality and career prospects are important factors in service quality. Social value has become the most im- portant factor in terms of student assessment of service value. Thirdly, non-academic facilities and quality have a much lower impact than the factors constituting service quality. Based on the research results, several recommendations to help universities improve student satisfaction when attending international education programs. Firstly, besides improving all 3 factors of service quality, service value, and university image, there is a need to pay more attention to the develop- ment of service value, which is gradually showing the importance of business activities. Cus- tomers tend to be willing to pay for a product or service that they consider to be of high value. Therefore, the service value at research universities has not shown a large role in student satis- faction. Secondly, the facilities and non-academic quality need to be improved to suit the costs and tuition of students enrolled in international education programs. Thirdly, to continue to pro- mote the outstanding advantages of academic quality and career prospects. These two factors will not only improve the quality, value, and image of international education programs but also very important to the general development of universities. The research still has some limitations due to limited resources and research conditions. Firstly, the research has not been able to conduct multi-group tests to discover the differences according to criteria such as gender, age, psychology, and interest in the subject. Secondly, the 1449 INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 research sample was selected by the convenient sampling method, so there is not remarkably ob- jectivity. Thirdly, measuring satisfaction with a single question can evaluate incorrectly student satisfaction. REFERENCES Andreassen. W, T. and Lindestad, B. 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