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
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