臺灣博碩士論文加值系統

This research investigates the factors affecting customer satisfaction in higher education context in Vietnam. For this purpose, a conceptual framework picturing the relationship between SERVQUAL dimensions of service quality and student satisfaction is employed. To test hypotheses related to this relationship, techniques of factor analysis are applied to analyze the data collected from a sample of 253 observations at Danang University of Economics, Viet Nam. Some vital correlations between the service quality and satisfaction are spotted out in this study, with support of statistically significant evidence. The analysis result shows that tangibles, empathy, reliability and assurance are relevant and have positive impact to student satisfaction in the existing conditions and circumstances. The empirical findings in this study provide implications for university managers in improving service quality of their organizations for the sake of their students.

ABSTRACT ............... i
Acknowledgements ............... ii
Table of content ............... iii
List of Tables ............... v
List of Figures ............... vi
List of Abbreviation ............... vii
Chapter 1. Introduction ............... 1
1.1. Research Background ............... 1
1.2. Research Motivation ............... 3
1.3. Research Purpose ............... 5
1.4. Research Limitations ............... 5
1.5. Significance of the Study ............... 6
Chapter 2. Literature Review ............... 6
2.1. Service quality ............... 6
2.2. Service Quality in Higher Education ............... 9
2.3. Student Satisfaction ............... 10
2.4. Service Quality and Student Satisfaction ............... 11
Chapter 3 Research Methodology ............... 15
3.1. Research Model ............... 15
3.2. Hypotheses ............... 16
3.3. Questionnaire ............... 17
3.4. Testing of the Questionnaire ............... 17
3.4.1. Measurement of service quality ............... 18
3.4.2. Measurement of student satisfaction ............... 19
3.5. Sampling and Data Collection ............... 20
3.6. Research methodology ............... 21
3.6.1. Descriptive Statistics ............... 21
3.6.2. Reliability of the measuring instrument ............... 22
3.6.3. Exploratory Factor Analysis (EFA) ............... 22
3.6.4. Regression Analysis ............... 23
3.6.5. Correlation testing ............... 23
Chapter 4. Data Analysis and Findings ............... 25
4.1. Descriptive Statistics ............... 25
4.1.1. Demographics ............... 25
4.1.2. Descriptive statistics of study variables ............... 27
4.2. Assessing measurement scale ............... 28
4.3. Exploratory factor analysis ............... 29
4.3.1. EFA for Independent variables ............... 30
4.3.2. EFA for Dependent variables ............... 32
4.4. Multiple regression analysis ............... 32
4.4.1. Hypotheses: ............... 33
4.4.2. Testing the conformity of research model ............... 33
4.4.3 Testing hypotheses ............... 34
Chapter 5. Conclusion ............... 37
5.1. Conclusion ............... 37
5.2. Discussion ............... 38
5.3. Implications ............... 40
5.4. Limitations ............... 41
5.5. Contributions for Research ............... 42
5.6. Future Research Suggestions ............... 43
References ............... 44
APPENDIX 1 ............... 47
APPENDIX 2 ............... 50

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