Tác động của chất lượng dịch vụ giáo dục và chất lượng mối quan hệ đến sự gắn kết của sinh viên: Nghiên cứu tại Viện Đào tạo Quốc tế NTT, Trường Đại học Nguyễn Tất Thành
Tóm tắt
In the context of increasing competition in higher education, student engagement has become an important objective for educational institutions. This study examines the effects of higher education service quality (HEdPERF) and relationship quality (RQ) on student engagement, which is conceptualized as a construct closely related to student loyalty, reflected in students’ intentions to continue their studies, recommend the institution, and maintain relationships with it. The study employs a quantitative approach using survey data from 302 students at a private university in Vietnam, analyzed with SPSS through exploratory factor analysis (EFA) and multiple linear regression. The findings indicate that both higher education service quality and relationship quality have positive effects on student engagement, with relationship quality demonstrating a stronger impact. The model explains 62.2% of the variance in the dependent variable. The results highlight the important role of relational factors such as satisfaction, trust, and commitment in fostering student engagement. Accordingly, educational institutions should not only enhance service quality but also focus on developing and maintaining relationships with students to strengthen longterm engagement. The study also suggests an integrated approach that combines the functional dimension of service and the relational dimension in explaining student behavior in higher education.
Tài liệu tham khảo
Abdullah, F. (2006). Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intelligence & Planning, 24(1), 31-47. https://doi.org/10.1108/02634500610641543
Abubakar, M. M., & Mohd Mokhtar, S. S. (2015). Relationship marketing, long term orientation and customer loyalty in higher education. Mediterranean Journal of Social Sciences, 6(4), 466-474. https://doi.org/10.5901/mjss.2015.v6n4p466
Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. L. Shostack, & G. D. Upah (Eds.), Emerging perspectives on services marketing (pp. 25-28). American Marketing Association.
Buttle, F. (1996). SERVQUAL: Review, critique, research agenda. European Journal of Marketing, 30(1), 8-32. https://doi.org/10.1108/03090569610105762
Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304
Chandra, T., Ng, M., Chandra, S., & Priyono. (2019). The effect of service quality on student satisfaction and student loyalty: An empirical study. Journal of Social Studies Education Research, 10(3), 101-123. https://izlik.org/JA67YG24HF
Doan, T. T. T. (2021). The effect of service quality on student loyalty and student satisfaction: An empirical study of universities in Vietnam. The Journal of Asian Finance, Economics and Business, 8(8), 251-258. https://doi.org/10.13106/jafeb.2021.vol8.no8.0251
Gremler, D. D., Van Vaerenbergh, Y., Brüggen, E. C., & Gwinner, K. P. (2020). Understanding and managing customer relational benefits in services: A meta-analysis. Journal of the Academy of Marketing Science, 48(3), 565-583. https://doi.org/10.1007/s11747-019-00701-6
Hair, J. F., Black, W. C., Babin, B., & Anderson, R. E. (2010), Multivariate data analysis (7th ed.). Prentice Hall.
Helgesen, Ø., & Nesset, E. (2007). What accounts for students’ loyalty? Some field study evidence. International Journal of Educational Management, 21(2), 126-143. https://doi.org/10.1108/09513540710729926
Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(4), 331-344. https://doi.org/10.1177/109467050134006
Jain, V., Mogaji, E., Sharma, H., & Babbili, A. S. (2024). A multi-stakeholder perspective of relationship marketing in higher education institutions. Journal of Marketing for Higher Education, 34(2), 502-520. https://doi.org/10.1080/08841241.2022.2034201
Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Prentice Hall.
Kustiawan, M., Suryadi, K., & Sukmayadi, V. (2024). Essential attributes of service quality in higher education institutions: A systematic literature review. Croatian Journal of Education, 26(2), 651-683. https://doi.org/10.15516/cje.v26i2.5267
Khaira, S., Susilawati, E., Khaira, L., & Pratama, I. (2021). Antecedents to student loyalty in Indonesian higher education institutions: the mediating role of technology innovation. Educational Sciences: Theory and Practice, 21(3), 40-56.
Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, 1(2), 172-198. https://doi.org/10.1108/17566690910971445
Leenknecht, M. J. M., Snijders, I., Wijnia, L., Rikers, R. M. J. P., & Loyens, S. M. M. (2023). Building relationships in higher education to support students’ motivation. Teaching in Higher Education, 28(3), 632-653. https://doi.org/10.1080/13562517.2020.1839748
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Nunnally, J. C. & Bernstein, I.H. (1994). Psychometric theory. New York: McGraw Hill.
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153. https://doi.org/10.1509/jmkg.70.4.136
Panchuk, A., & Kononova, N. (2023). Theoretical basis of relationship marketing of Ukrainian higher education institutions. Economics & Education, 8(4), 67-73. https://doi.org/10.30525/2500-946X/2023-4-11
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Reichheld, F. F., & Sasser, W. E., Jr. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105-111.
Smith, J. B. (1998). Buyer-seller relationships: Bonds, relationship management, and sex-type. Canadian Journal of Administrative Sciences, 15(1), 76-92. https://doi.org/10.1111/j.1936-4490.1998.tb00153.x
Snijders, I., Wijnia, L., Kuiper, R. M., Rikers, R. M. J. P., & Loyens, S. M. M. (2022). Relationship quality in higher education and the interplay with student engagement and loyalty. British Journal of Educational Psychology, 92(2), 425-446. https://doi.org/10.1111/bjep.12455
Tsiligiris, V., Kéri, A., & Cheah, J. E. T. (2022). Exploring the relationship between student individual culture dimensions and service quality expectations in higher education. Quality Assurance in Education, 30(1), 51-72. https://doi.org/10.1108/QAE-11-2020-0137
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
Wahyuni, S. I., Baihaqi, I., Agustin, H., & Nikmah, U. (2024). Evaluation of the service quality in higher education using HEISQUAL approach. International Journal of Academic Research in Business and Social Sciences, 14(12), 1694-1704. https://doi.org/10.6007/IJARBSS/v14-i12/24122
Xuerong, Z., & Kanjanapathy, M. (2024). The relationship between service quality and student retention in private higher education institutions in Malaysia. International Journal of Academic Research in Business and Social Sciences, 14(1), 1102-1112. https://doi.org/10.6007/IJARBSS/v14-i1/20525
Đã Xuất bản
Cách trích dẫn
Số
Chuyên mục
Giấy phép
Tác phẩm này được cấp phép theo Ghi nhận tác giả của Creative Commons Giấy phép quốc tế 4.0 .
