Nghiên cứu hành trình khách hàng tại Học viện đào tạo Quốc tế ANI - 19

16


Thong tin tu nguoi than, ban be, dong nghiep


Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

40

40,0

40,0

40,0

Valid

Hoan toan hai long

60

60,0

60,0

100,0


Total

100

100,0

100,0


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Nghiên cứu hành trình khách hàng tại Học viện đào tạo Quốc tế ANI - 19


Google Search


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

10

10,0

10,0

10,0


Valid

Hai long

Hoan toan hai long

52

38

52,0

38,0

52,0

38,0

62,0

100,0


Total

100

100,0

100,0



Thong tin tren website ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

70

70,0

70,0

70,0

Valid

Hoan toan hai long

30

30,0

30,0

100,0


Total

100

100,0

100,0



Website ben thu ba, bao noi ve ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

4

4,0

4,0

4,0


Valid

Hai long

Hoan toan hai long

44

52

44,0

52,0

44,0

52,0

48,0

100,0


Total

100

100,0

100,0



Thong tin tu Fanpage, hoi nhom cua trung tam



Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

11

11,0

11,0

11,0


Valid

Hai long

Hoan toan hai long

49

40

49,0

40,0

49,0

40,0

60,0

100,0


Total

100

100,0

100,0




Chatbox tu van tren Fanpage


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

9

9,0

9,0

9,0


Valid

Hai long

Hoan toan hai long

53

38

53,0

38,0

53,0

38,0

62,0

100,0


Total

100

100,0

100,0



Cac cuoc goi tu van ve khoa hoc


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

10

10,0

10,0

10,0


Valid

Hai long

Hoan toan hai long

56

34

56,0

34,0

56,0

34,0

66,0

100,0


Total

100

100,0

100,0



Van phong trung tam


Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

50

50,0

50,0

50,0

Valid

Hoan toan hai long

50

50,0

50,0

100,0


Total

100

100,0

100,0



Nhan vien tu van


Frequency

Percent

Valid Percent

Cumulative Percent


Valid

Hai long

Hoan toan hai long

75

25

75,0

25,0

75,0

25,0

75,0

100,0


Total

100

100,0

100,0




Email trung tam ve cac khoa hoc tai ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

76

76,0

76,0

76,0

Valid

Hoan toan hai long

24

24,0

24,0

100,0


Total

100

100,0

100,0



One-Sample Statistics


N

Mean

Std. Deviation

Std. Error Mean

Thong tin tu nguoi than, ban be, dong nghiep


100


4,60


,492


,049

Google Search

100

4,28

,637

,064

Thong tin tren website ANI

100

4,30

,461

,046

Website ben thu ba, bao noi

ve ANI


100


4,48


,577


,058

Thong tin tu Fanpage, hoi

nhom cua trung tam


100


4,29


,656


,066

Chatbox tu van tren Fanpage

100

4,29

,624

,062

Cac cuoc goi tu van ve khoa

hoc


100


4,24


,622


,062

Van phong trung tam

100

4,50

,503

,050

Nhan vien tu van

100

4,25

,435

,044

Email trung tam ve cac khoa

hoc tai ANI


100


4,24


,429


,043


Test Value = 3

95% Confidence Interval of th Difference

Upper

Thong tin tu nguoi than, ban

be, dong nghiep

32,496

99

,000

1,600

1,50

1

Website ben thu ba, bao noi

ve ANI

25,650

99

,000

1,480

1,37

1

t

df

Sig. (2-tailed)

Mean Difference

Lower

Google Search

20,097

99

,000

1,280

1,15

1

Thong tin tren website ANI

28,226

99

,000

1,300

1,21

1

One-Sample Test


Thong tin tu Fanpage, hoi nhom cua trung tam

Chatbox tu van tren Fanpage Cac cuoc goi tu van ve khoa hoc

Van phong trung tam


19,668


20,662


19,952


29,850


99


99


99


99


,000


,000


,000


,000


1,290


1,290


1,240


1,500


1,16


1,17


1,12


1,40


1


1


1


1

Nhan vien tu van

Email trung tam ve cac khoa hoc tai ANI

28,723


28,889

99


99

,000


,000

1,250


1,240

1,16


1,15

1


1



20


Website ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

5

5,0

5,0

5,0


Valid

Hai long

Hoan toan hai long

46

49

46,0

49,0

46,0

49,0

51,0

100,0


Total

100

100,0

100,0



Van phong ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

10

10,0

10,0

10,0


Valid

Hai long

Hoan toan hai long

63

27

63,0

27,0

63,0

27,0

73,0

100,0


Total

100

100,0

100,0



Nhan vien tu van


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

9

9,0

9,0

9,0


Valid

Hai long

Hoan toan hai long

51

40

51,0

40,0

51,0

40,0

60,0

100,0


Total

100

100,0

100,0



Phong hoc ANI



Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

4

4,0

4,0

4,0


Valid

Hai long

Hoan toan hai long

54

42

54,0

42,0

54,0

42,0

58,0

100,0


Total

100

100,0

100,0




Giao vien giang day


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

6

6,0

6,0

6,0


Valid

Hai long

Hoan toan hai long

68

26

68,0

26,0

68,0

26,0

74,0

100,0


Total

100

100,0

100,0



Giao trinh hoc


Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

72

72,0

72,0

72,0

Valid

Hoan toan hai long

28

28,0

28,0

100,0


Total

100

100,0

100,0



Bai do xe cua ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Khong hai long

1

1,0

1,0

1,0


Trung dung

15

15,0

15,0

16,0

Valid

Hai long

62

62,0

62,0

78,0


Hoan toan hai long

22

22,0

22,0

100,0


Total

100

100,0

100,0



Wifi cua ANI


Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Hai long

68

68,0

68,0

68,0


Hoan toan hai long

Total

32

100

32,0

100,0

32,0

100,0

100,0



Dien thoai lien lac


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

23

23,0

23,0

23,0


Valid

Hai long

Hoan toan hai long

59

18

59,0

18,0

59,0

18,0

82,0

100,0


Total

100

100,0

100,0



Email


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

12

12,0

12,0

12,0


Valid

Hai long

Hoan toan hai long

68

20

68,0

20,0

68,0

20,0

80,0

100,0


Total

100

100,0

100,0



One-Sample Statistics


N

Mean

Std. Deviation

Std. Error Mean

Website ANI

100

4,44

,592

,059

Van phong ANI

100

4,17

,587

,059

Nhan vien tu van

100

4,31

,631

,063

Phong hoc ANI

100

4,38

,565

,056

Giao vien giang day

100

4,20

,532

,053

Giao trinh hoc

100

4,28

,451

,045

Bai do xe cua ANI

100

4,05

,642

,064

Wifi cua ANI

100

4,32

,469

,047

Dien thoai lien lac

100

3,95

,642

,064

Email

100

4,08

,563

,056


One-Sample Test


Test Value = 3

t

df

Sig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference







Lower

Upper

Website ANI

24,344

99

,000

1,440

1,32

1,56

Van phong ANI

19,933

99

,000

1,170

1,05

1,29

Nhan vien tu van

20,768

99

,000

1,310

1,18

1,44

Phong hoc ANI

24,442

99

,000

1,380

1,27

1,49

Giao vien giang day

22,564

99

,000

1,200

1,09

1,31

Giao trinh hoc

28,365

99

,000

1,280

1,19

1,37

Bai do xe cua ANI

16,366

99

,000

1,050

,92

1,18

Wifi cua ANI

28,155

99

,000

1,320

1,23

1,41

Dien thoai lien lac

14,807

99

,000

,950

,82

1,08

Email

19,189

99

,000

1,080

,97

1,19


25


Truc tiep voi ban be, nguoi than, gia dinh


Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

39

39,0

42,4

42,4

Valid

Hoan toan hai long

53

53,0

57,6

100,0


Total

92

92,0

100,0


Missing

System

8

8,0



Total


100

100,0




Muc danh gia tren Fanpage ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

55

55,0

59,8

59,8

Valid

Hoan toan hai long

37

37,0

40,2

100,0


Total

92

92,0

100,0


Missing

System

8

8,0



Total


100

100,0




Hoi nhom, group cua hoc vien


Frequency

Percent

Valid Percent

Cumulative Percent

Hai long

Valid

Hoan toan hai long

74

18

74,0

18,0

80,4

19,6

80,4

100,0



Total

92

92,0

100,0


Missing

System

8

8,0


Total


100

100,0




Trang ca nhan tren Facebook


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

7

7,0

7,6

7,6


Valid

Hai long

Hoan toan hai long

59

26

59,0

26,0

64,1

28,3

71,7

100,0


Total

92

92,0

100,0


Missing

System

8

8,0



Total


100

100,0




Tiktok cua ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

55

55,0

59,8

59,8

Valid

Hoan toan hai long

37

37,0

40,2

100,0


Total

92

92,0

100,0


Missing

System

8

8,0



Total


100

100,0




Youtube cua ANI


Frequency

Percent

Valid Percent

Cumulative Percent


Trung dung

9

9,0

9,8

9,8


Valid

Hai long

Hoan toan hai long

52

31

52,0

31,0

56,5

33,7

66,3

100,0


Total

92

92,0

100,0


Missing

System

8

8,0



Total


100

100,0




Instagram cua ANI



Frequency

Percent

Valid Percent

Cumulative Percent


Hai long

65

65,0

70,7

70,7

Valid

Hoan toan hai long

27

27,0

29,3

100,0


Total

92

92,0

100,0


Missing

System

8

8,0



Total


100

100,0




One-Sample Statistics


N

Mean

Std. Deviation

Std. Error Mean

Truc tiep voi ban be, nguoi than, gia dinh


92


4,58


,497


,052

Muc danh gia tren Fanpage

ANI


92


4,40


,493


,051

Hoi nhom, group cua hoc

vien


92


4,20


,399


,042

Trang ca nhan tren

Facebook


92


4,21


,565


,059

Tiktok cua ANI

92

4,40

,493

,051

Instagram cua ANI

92

4,29

,458

,048

Youtube cua ANI

92

4,24

,618

,064


t

df

Test Value = 3

Sig. (2-tailed) Mean Difference 95% Confidence Interval of th

Difference

Lower Upper

Truc tiep voi ban be, nguoi than, gia dinh

Muc danh gia tren Fanpage ANI

Hoi nhom, group cua hoc vien

Trang ca nhan tren

Facebook

30,424

91

,000

1,576

1,47

1

27,279

91

,000

1,402

1,30

1

28,752

91

,000

1,196

1,11

1

20,473

91

,000

1,207

1,09

1

One-Sample Test


Tiktok cua ANI

27,279

91

,000

1,402

1,30

1

Instagram cua ANI

27,097

91

,000

1,293

1,20

1

Youtube cua ANI

19,236

91

,000

1,239

1,11

1

Kiểm định sự khác biệt của 2 tổng thể


8


Group Statistics


Gioi tinh

N

Mean

Std. Deviation

Std. Error Mean

Nhung trai nghiem voi ANI trong

Nam

59

4,51

,569

,074

qua khu

Nu

41

4,49

,597

,093

Loi gioi thieu tu ban be, gia dinh,

Nam

59

3,93

,583

,076

dong nghiep

Nu

41

4,22

,571

,089

Quang cao cua ANI tren

Nam

59

4,27

,552

,072

Fanpage

Nu

41

4,39

,628

,098

Thong tin ve ANI tren to roi,

Nam

59

4,12

,590

,077

banner, backdrop

Nu

41

4,00

,632

,099

Cac chuong trinh hoc bong do

Nam

59

4,44

,534

,070

ANI tai tro

Nu

41

4,27

,593

,093


Cac workshop do ANI to chuc

Nam

Nu

59

41

4,49

4,41

,598

,631

,078

,099

Cac cuoc thi do ANI to chuc tai

Nam

59

4,31

,595

,077

truong

Nu

41

4,44

,502

,078



Levene's Test Equality of

Variances

for

t-test

for

F

Sig.



Sig. (2-

tailed)

Mea Differe ce

Nhung trai nghiem voi ANI trong

Equal variances assumed

,168

,682

,175

98

,861

,0

qua khu

Equal variances not assumed



,174

83,470

,863

,0

Loi gioi thieu tu ban be, gia dinh,

Equal variances assumed

,910

,342

-2,444

98

,016

-,2

dong nghiep

Equal variances not assumed



-2,454

87,393

,016

-,2

Quang cao cua ANI tren

Equal variances assumed

2,967

,088

-1,003

98

,318

-,1

Fanpage

Equal variances not assumed



-,980

78,830

,330

-,1

Thong tin ve ANI tren to roi,

Equal variances assumed

,095

,759

,961

98

,339

,1

banner, backdrop

Equal variances not assumed



,948

82,232

,346

,1

Cac chuong trinh hoc bong do

Equal variances assumed

,072

,788

1,518

98

,132

,1

ANI tai tro

Equal variances not assumed



1,489

80,257

,140

,1


Cac workshop do ANI to chuc

Equal variances assumed

Equal variances not assumed

,168

,683

,618

,612

98

83,131

,538

,542

,0

,0

Cac cuoc thi do ANI to chuc tai

Equal variances assumed

,325

,570

-1,179

98

,241

-,1

truong

Equal variances not assumed



-1,215

94,210

,227

-,1

Independent Samples Test


n


12


Group Statistics


Gioi tinh

N

Mean

Std. Deviation

Std. Error Mean

Thong tin tu nguoi than, ban be, Nam

59

4,53

,568

,074

dong nghiep Nu

41

4,27

,549

,086

Nam

Thong tin tren website ANI

Nu

59

41

4,17

4,32

,723

,610

,094

,095

Nam

Thong tin tren Fanpage cua ANI

Nu

59

41

3,98

4,27

,656

,672

,085

,105

Thong tin tren to roi, banner, Nam

59

4,15

,363

,047

backdrop, ... Nu

41

4,17

,381

,059

Nam

Quang cao tren Fanpage

Nu

59

41

4,14

4,20

,472

,511

,061

,080

Nam

Cac cuoc thi do ANI to chuc

Nu

59

41

4,54

4,49

,567

,597

,074

,093


Independent Samp


Levene's Test for Equality of Variances


F

Sig.

t

Thong tin tu nguoi than, ban be,

Equal variances assumed

1,998

,161

2,257

dong nghiep

Equal variances not assumed



2,271


Thong tin tren website ANI

Equal variances assumed

Equal variances not assumed

,622

,432

-1,069

-1,102


Thong tin tren Fanpage cua ANI

Equal variances assumed

Equal variances not assumed

2,425

,123

-2,117

-2,108

Thong tin tren to roi, banner,

Equal variances assumed

,232

,631

-,242

backdrop, ...

Equal variances not assumed



-,239


Quang cao tren Fanpage

Equal variances assumed

Equal variances not assumed

1,074

,302

-,600

-,591


Cac cuoc thi do ANI to chuc

Equal variances assumed

Equal variances not assumed

,287

,593

,463

,459


16


Group Statistics


Gioi tinh

N

Mean

Std. Deviation

Std. Error Mean


Thong tin tu nguoi than, ban be, Nam

59

4,56

,501

,065

dong nghiep Nu

41

4,66

,480

,075

Nam

Google Search

Nu

59

41

4,22

4,37

,618

,662

,080

,103

Nam

Thong tin tren website ANI

Nu

59

41

4,32

4,27

,471

,449

,061

,070

Website ben thu ba, bao noi ve Nam

59

4,46

,567

,074

ANI Nu

41

4,51

,597

,093

Thong tin tu Fanpage, hoi nhom Nam

59

4,20

,689

,090

cua trung tam Nu

41

4,41

,591

,092

Nam

Chatbox tu van tren Fanpage

Nu

59

41

4,24

4,37

,625

,623

,081

,097

Cac cuoc goi tu van ve khoa Nam

59

4,15

,611

,079

hoc Nu

41

4,37

,623

,097

Nam

Van phong trung tam

Nu

59

41

4,51

4,49

,504

,506

,066

,079

Nam

Nhan vien tu van

Nu

59

41

4,20

4,32

,406

,471

,053

,074

Email trung tam ve cac khoa Nam

59

4,24

,429

,056

hoc tai ANI Nu

41

4,24

,435

,068



Independent Samp


Levene's Test for Equality of Variances


F

Sig.

t

Thong tin tu nguoi than, ban be,

Equal variances assumed

3,915

,051

-,991

dong nghiep

Equal variances not assumed



-,999


Google Search

Equal variances assumed

Equal variances not assumed

1,637

,204

-1,125

-1,111


Thong tin tren website ANI

Equal variances assumed

Equal variances not assumed

1,368

,245

,572

,577

Website ben thu ba, bao noi ve

Equal variances assumed

,123

,726

-,463

ANI

Equal variances not assumed



-,459

Thong tin tu Fanpage, hoi nhom

Equal variances assumed

,136

,713

-1,596

cua trung tam

Equal variances not assumed



-1,642


Chatbox tu van tren Fanpage

Equal variances assumed

Equal variances not assumed

,385

,536

-1,013

-1,014


Cac cuoc goi tu van ve khoa hoc

Equal variances assumed

Equal variances not assumed

1,871

,174

-1,704

-1,698

Van phong trung tam

Equal variances assumed

,005

,941

,201


Equal variances not assumed



,201

Equal variances assumed

6,190

,015

-1,289

Equal variances not assumed



-1,255

Email trung tam ve cac khoa hoc Equal variances assumed

,023

,881

-,075

tai ANI Equal variances not assumed



-,075

Nhan vien tu van


20


Group Statistics


Gioi tinh

N

Mean

Std. Deviation

Std. Error Mean


Website ANI

Nam

Nu

59

41

4,49

4,37

,598

,581

,078

,091


Van phong ANI

Nam

Nu

59

41

4,12

4,24

,590

,582

,077

,091


Nhan vien tu van

Nam

Nu

59

41

4,27

4,37

,582

,698

,076

,109


Phong hoc ANI

Nam

Nu

59

41

4,44

4,29

,565

,559

,074

,087


Giao vien giang day

Nam

Nu

59

41

4,27

4,10

,552

,490

,072

,077


Giao trinh hoc

Nam

Nu

59

41

4,34

4,20

,477

,401

,062

,063


Bai do xe cua ANI

Nam

Nu

59

41

4,02

4,10

,682

,583

,089

,091


Wifi cua ANI

Nam

Nu

59

41

4,32

4,32

,471

,471

,061

,074


Dien thoai lien lac

Nam

Nu

59

41

3,98

3,90

,629

,664

,082

,104


Email

Nam

Nu

59

41

4,10

4,05

,578

,545

,075

,085


Independent Samples Test


Levene's Test

for Equality of Variances

t-test for Equality of Means

F

Sig.

t

df

Sig. (2-

tailed)

Mean Difference

Std. Error Difference

95% Confidence Interval of the

Difference

Lower

Upper



Website ANI


Van phong ANI


Nhan vien tu van


Phong hoc ANI


Giao vien giang day


Giao trinh hoc

Equal variances assumed

Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not

assumed


,315


,576


1,045


98


,298


,126


,120


-,113


,364




1,051


87,755


,296


,126


,120


-,112


,363


,635


,427


-1,050


98


,296


-,125


,119


-,362


,111




-1,053


86,898


,295


-,125


,119


-,362


,111


4,05

3


,047


-,736


98


,463


-,095


,129


-,350


,160




-,713


75,774


,478


-,095


,133


-,359


,170


1,12

2


,292


1,294


98


,199


,148


,114


-,079


,375




1,296


86,853


,198


,148


,114


-,079


,375


5,94

0


,017


1,619


98


,109


,174


,107


-,039


,386




1,654


92,177


,102


,174


,105


-,035


,382


11,3

14


,001


1,580


98


,117


,144


,091


-,037


,325




1,630


94,408


,106


,144


,088


-,031


,319


Equal










variances

,141

,708

-,616

98

,539

-,081

,131

-,340

,179

assumed










Bai do xe










Equal










cua ANI










variances

not



-,634

93,753

,528

-,081

,127

-,333

,172

assumed










Equal










variances

,011

,918

,052

98

,959

,005

,096

-,185

,195

assumed










Wifi cua ANI Equal










variances

not




,052


86,219


,959


,005


,096


-,185


,195

assumed










Equal










variances

,783

,378

,616

98

,539

,081

,131

-,179

,340

assumed










Dien thoai










Equal










lien lac










variances

not



,610

83,231

,543

,081

,132

-,182

,343

assumed










Equal










variances

,675

,413

,461

98

,646

,053

,115

-,175

,281

assumed










Email Equal










variances

not




,465


89,301


,643


,053


,114


-,173


,279

assumed











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