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Research on students' satisfaction with the quality of training services at Hong Duc Training and Consulting Center - 2

LIST OF FIGURES

Figure 1.1 Proposed research process 7

Figure 1.2 Model of factors affecting customer satisfaction 15

Figure 1.3 US customer satisfaction index model 17

Figure 1.4 Customer satisfaction index model of EU 18 countries

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Figure 1.5 Model of supplier customer care quality 19

Figure 1.6 Model for evaluating service quality and student satisfaction 21

Research on students' satisfaction with the quality of training services at Hong Duc Training and Consulting Center - 2

Figure 2.1 Organizational chart of Hong Duc Training and Consulting Center 28

Figure 2.2 Standardized residual regression plot 54

Figure 2.3 Normal PP plot of standardized residual regression 55

PART I: PROBLEM STATEMENT

1. Reason for choosing the topic

In the context of integration and increasing competition as today, customer satisfaction with products and service quality of enterprises is becoming increasingly important. Along with the development of the socio-economy, the increasingly diverse needs of people make enterprises constantly strive to meet the needs of customers for products or services. Customer satisfaction is considered the key to the success of enterprises and customers are invaluable assets, the decisive factor for the existence and development of enterprises. Customer satisfaction is a very important goal that enterprises need to achieve.

In the current integration trend, to survive and develop, businesses need to flexibly combine many business activities such as product promotion, improving staff quality, customer care, ... but the first thing that businesses need to do is ensure to provide customers with the best quality products and services.

Training and consulting is one of the training methods that can solve vague and unclear problems and put them into practice such as "not being able to orient the future", "how to train to meet the needs of employers" or "how to solve problems, work more effectively", ... In the context of the country's integration and development trend, diversifying consulting service models to convey all the knowledge and laws of the State to everyone is an urgent requirement to serve the reform of administrative procedures.

With the function of training and fostering in many updated forms suitable to the needs of students, Hong Duc Training and Consulting Center follows the motto "Theory is always linked to practice" through practical activities in specialized professional training. Hong Duc is a business with a lot of experience in training and consulting courses, service quality is always a top priority. Researching and evaluating student satisfaction with the quality of training services at the center is extremely necessary, an objective assessment from the students to know their limitations and shortcomings, thereby providing specific solutions, right goals to bring the best satisfaction to students.

Understanding the importance of the quality of training services for students. I have conducted research and analysis on the topic: "Research on student satisfaction with the quality of training services at Hong Duc Training and Consulting Center" as my research topic. I hope to be able to correctly assess the current situation of student satisfaction, thereby proposing some solutions to improve the quality of training services.

2. Research objectives

2.1 General objectives

The general objective is to analyze students' satisfaction with the quality of training services at Hong Duc Training and Consulting Center, and propose some practical solutions to meet students' satisfaction with Hong Duc Training and Consulting Center.

2.2 Specific objectives

Systematize theoretical and practical bases related to service quality, student satisfaction, and the relationship between training service quality and satisfaction.

Identify factors influencing students' satisfaction with the courses.

Training course at Hong Duc Training and Consulting Center.

Analyze and evaluate the level of influence of factors on student satisfaction.

staff for the quality of training services at Hong Duc Training and Consulting Center.

Propose practical solutions to improve student satisfaction when participating in courses at Hong Duc Training and Consulting Center.

3. Research object and scope

3.1 Research subjects

- Research object: The topic focuses on studying issues related to satisfaction and factors affecting students' satisfaction with the quality of training services when participating in courses at Hong Duc Training and Consulting Center.

- Research subjects: Students who have attended and are attending courses at the Center

Hong Duc Training and Consulting.

3.2 Scope of research

- Scope of content: The topic focuses on researching, analyzing, and evaluating theoretical and practical issues on student satisfaction with the quality of training services.

when participating in the course at Hong Duc Training and Consulting Center, from there, make the following conclusions:

Solutions to improve satisfaction with the quality of training services.

- Spatial scope: Research topic within the scope of Hong Duc Training and Consulting Center in Hue city.

- Time range:

+ Secondary data: To ensure the topic is up-to-date, secondary data

collected over a 3-year period from 2017 to 2019.

+ Primary data was collected from October to December 2021.

4. Research methods

4.1 Data collection method

- Secondary data:

+ Secondary data collected by Hong Duc Training and Consulting Center such as: history of establishment and development, figures, operating situation, business performance of the center, ...

+ In addition, collect information related to the research topic from textbooks and reference books to reinforce the theoretical part.

+ In addition, refer to theses, dissertations, and research topics.

Previously on reputable websites, at Hue University of Economics library.

- Primary data:

+ Qualitative research: Based on the theory of satisfaction and arguments, determine the model and satisfaction of students with the quality of training services at Hong Duc Training and Consulting Center.

+ Quantitative research: Investigate students who have attended and are attending courses at Hong Duc Training and Consulting Center through a pre-designed questionnaire.

4.2 Questionnaire design

The questionnaire includes 3 main parts:

Introduction: State the reason and purpose of the survey.

Part 2: Ask specific questions about demographics, classify students according to

age, gender, education, courses, ...

Part 3: Includes questions about the criteria of student satisfaction with the quality of training services.

Closing: Ask open-ended questions to gather more information.

The questionnaire was researched based on the Likert scale with 5 corresponding levels used for measurement with increasing choices from level 1 (Strongly disagree) to level 5 (Strongly agree).

4.3 Sampling method

In this topic, the author chooses the convenience sampling method. For the convenience sampling method, the researcher can choose the elements that they can access, get enough observations according to the sample size that the study needs. That means sampling is based on the convenience or accessibility of the subject, in places where the investigator is likely to meet the subject, regardless of the representativeness of the sample.

Sampling method: From the center's database with a list of students currently attending courses at the center. Specifically, in the classroom, when students come to study, the investigator can meet any student they meet to ask for a survey. If this student does not agree, then move on to another student. In addition, during the internship at the center, any student who comes to receive a certificate, while waiting with the help of the instructor, the author can ask for a survey of that student.

4.4 Method for determining sample size

Formula 1: According to Hair & ctg (2006), the minimum sample size to use EFA is 50, preferably 100 and the ratio of observations/measured variables is 5:1, meaning that for each measured variable, at least 5 observations are needed. The number of observations is simply understood as the number of valid survey forms needed, the measured variable is simply a measurement question in the survey. In this study, there are 25 observed variables belonging to 5 independent factor groups in the questionnaire. Therefore, the number of samples needed for the topic is 25*5 = 125 survey samples.

Formula 2: According to Tabachnick & Fidell (2007), for regression analysis to achieve the best results, the sample size must satisfy the formula n ≥ 8m + 50, in which: n is the sample size, m is the number of independent variables of the model. Thus, according to this formula, with the number of independent variables of the model being m = 5, the sample size n = 8*5 + 50 = 90 samples.

From comparing the sample size results obtained after applying the two sampling formulas above, the author decided to choose a larger sample size to conduct the investigation. In addition, the study used both EFA and linear regression methods, so the sample size

The sample selected is as large as possible, in order to increase the reliability of the sample, so the author decided

decided to select 170 subjects for investigation.

4.5 Data analysis and processing methods

After collecting information from the questionnaire, SPSS 20.0 software was used as a processing tool. I used the following data processing methods: descriptive statistics, assessing scale reliability using Cronbach's Alpha coefficient, exploratory factor analysis (EFA), correlation analysis, multiple linear regression, One samples T-Test and One-way ANOVA.

- Descriptive statistical method

Descriptive statistics (Frequencies) are used to describe the overall size of the survey, statistics on gender, age, occupation, ...

- Evaluate scale reliability using Cronbach's Alpha coefficient

Cronbach's Alpha coefficient indicates the level of correlation between variables in the questionnaire, to calculate the change of each variable and the correlation between variables.

According to many researchers, the level of evaluation of variables through Cronbach's Alpha coefficient is given as follows:

≥ 0.95: acceptable but not good, if the observed variables are considered, there may be a phenomenon of "overlapping variables".

0.8 ≤ Cronbach's Alpha ≤ 0.95: Good measurement scale.

0.7 ≤ Cronbach's Alpha ≤ 0.8: The scale is usable.

0.6 ≤ Cronbach's Alpha ≤ 0.7: Acceptable if the scale is new.

Observed variables with a total correlation coefficient greater than 0.3 and a Cronbach's Alpha coefficient greater than 0.6 will be accepted. Observed variables with a total correlation coefficient less than 0.3 are unsuitable variables and are considered garbage variables and will be removed from the model.

- Exploratory factor analysis (EFA) method

After assessing the reliability of the scale using Cronbach's Alpha coefficient and eliminating variables that do not ensure reliability. Exploratory factor analysis is a technique used to reduce and summarize data. This method is very useful for determining the sets of variables necessary for the research problem and is used to find the relationship between variables. The relationship between groups of variables that are interrelated with each other is considered and presented in the form of a few basic factors.

- Correlation analysis method

Use the test to check the linear relationship between the independent variable and the dependent variable, to see if the dependent variable is linearly related to the set of independent variables or not. Because the condition for regression is that there must first be a correlation between the dependent variable and the independent variables.

Conditions for testing:

If sig. < 0.05, it shows that there is a close linear correlation between the dependent variable and the independent variables and vice versa.

How to read the results based on the correlation coefficient r:

r < 0.2: No correlation

r from 0.2 to 0.4: Weak correlation

r from 0.4 to 0.6: Moderate correlation r from 0.6 to 0.8: Strong correlation

r from 0.8 to < 1.0: Very strong correlation

- Multiple linear regression method

Linear regression is a model that represents the cause-and-effect relationship between a variable called the dependent variable (Y) and one or more independent variables (X). This model allows the researcher to predict the level of the dependent variable before knowing the value of the independent variable.

Y = α + β1X1i + β2X2i + ... + βnXni + εi In which:

X is the independent variable

Y is the dependent variable

α,β are coefficients

ε is a random independent variable with a normal distribution with mean 0 and

constant variance σ2

- One samples T-Test

Used to test the average satisfaction level of the population. Assumption:

H0: The mean value of the population is equal to the test value µ = u0

H1: The mean value of the population is different from the tested value µ # u0 Principle of rejecting the hypothesis:

Sig < 0.05: Reject hypothesis H0

Sig > 0.05: Not enough basis to reject hypothesis H0

- One-way ANOVA test

ANOVA test is used to test whether there is a difference in the evaluation of customers with different characteristics of gender, age, level and work unit.

Assumption:

H0: There is no difference in the assessment of different groups of subjects

H1: There is a difference in the assessment of different groups of subjects.

The confidence level of the test is 95%

Principle of accepting assumptions:

Sig < 0.05: Reject hypothesis H0

Sig > 0.05: There is no basis to reject the hypothesis H0

5. Research process


Identify the problem and research objectives

Study the theoretical basis and related research

Preliminary research

Questionnaire design

Customer Survey

Information Collection

Information processing

Conclusion and report

Figure 1.1 Proposed research process

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