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Date Published:
31/07/2020
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Chen, P.-Y., & Bui, M. C. (2020). An evaluation of student satisfaction of the joint master programs at Foreign Trade University in Vietnam. Journal of International Economics and Management, 20(2), 75-88. https://doi.org/10.38203/jiem.020.2.0012
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An evaluation of student satisfaction of the joint master programs at Foreign Trade University in Vietnam
Main Article Content
Abstract
Globalization has become increasingly popular. Nevertheless, education in Vietnam has lagged behind developed countries. Thus, one of main reasons for Vietnam to engage in international collaboration is to improve training quality and enrich the human resource for economic development. This study aims to assess joint master programs at the Faculty of International Education at Foreign Trade University based on the overall student satisfaction. The SSI model developed by Temizer and Turkyilmaz (2012) to measure student satisfaction at private university is applied in the research. The data of this research are analyzed by the SPSS 20.0 software. The online questionnaires in the research are used for collecting opinions of joint master students at the Faculty of International Education at Foreign Trade University. From the analysis of 237 respondents, the results show that image (IM), perceived value (PV), perceived quality (PQ), and student expectation (EXP) impact on student satisfaction, in which perceived value and image mostly affected the overall satisfaction of students coming from joint master programs at Foreign Trade University.
Article Details
Keywords
Joint master program, SSI model, Student satisfaction
References
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Anderson, R. (1973), “Consumer dissatisfaction: the effect of disconfirmed expectancy on perceived product performance”, Journal of Marketing Research, Vol. 10, pp. 38 - 44.
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Chao, Y.L. and Lam, S.P. (2011), “Measuring responsible environmental behavior: self-reported and other-reported measures and their differences in testing a behavioral model”, Environment and Behavior, Vol. 43 No. 1, pp. 53 - 71.
Churchill, G. and Surprenant, C. (1982), “An investigation into the determinants of customer satisfaction”, Journal of Marketing Research, Vol. 19, pp. 491 - 504.
Cronin, J.J., Brady, M.K. and Hult, G.T.M. (2000), “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments”, Journal of Retailing, Vol. 76 No. 2, pp. 193 - 218.
Duong, H.T.T. and Thuy, D.T.T. (2019), “Factors affecting organizational commitment of students in Foreign Trade Univeristy’s clubs”, Journal of International Economics and Management, Vol. 124, pp. 65 - 87.
Feclikova, A.I. (2004), “Online service quality dimensions and their relationships with satisfaction”, International Journal of Service Industry Management, Vol. 15 No. 3, pp. 302 - 326.
Fornell, C., Johnson, M., Anderson, E.W., Cha, J. and Everitt Bryant, B. (1996), “The American customer satisfaction index: nature, purpose, and findings”, Journal of Marketing, Vol. 60 No. 4, pp. 7 - 18.
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Jurkowitsch, S., Vignali, C. and Kaufmann, H. (2006), “A student satisfaction model for Austrian higher education providers considering aspects of marketing communications”, Journal of Innovative Marketing, Vol. 2 No. 3, pp. 9 - 23.
Keller, K. (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp. 1 - 22.
Kotler, P. (2001), A framework for marketing management, New York: Prentice-Hall.
Ledden, L., Kalafatis, S.P. and Samouel, P. (2007), “The relationship between personal values and perceived value of education”, Journal of Business Research, Vol. 60 No. 9, pp. 965 - 974.
McDougall, G.H.G. and Levesque, T. (2000), “Customer satisfaction with services: putting perceived value into the equation”, Journal of Services Marketing, Vol. 14 No. 5, pp. 392 - 410.
Mikulić, J. (2018), “Towards an end of measurement misspecification in tourism research: grammar of theoretical constructs, focus of thought and mind traps”, Tourism Management, Vol. 68, pp. 444 - 449.
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Oliver, R. (1977), “Effect of expectation and disconfirmation on post exposure product evaluations: an alternative interpretation”, Journal of Applied Psychology, Vol. 62 No. 3, pp. 480 - 486.
Oliver, R.L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decision”, Journal of Marketing Research, Vol. 17 No. 4, pp. 460 - 469.
Parameswaran, R. and Glowacka, A. (1995), “University image: an information processing perspective”, Journal of Marketing for Higher Education, Vol. 6 No. 2, pp. 41 - 56.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multi-item scale for measuring consumer perceptions of the service quality”, Journal of Retailing, Vol. 64 No. 1, p. 12 - 40.
Parasuraman, A., Zeithml, V.A. and Berry, L.L. (1990), Delivering quality service: balancing customer perception and expectations, New York: The Free Press.
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Roth, M.S. (1995), “Effects of global market conditions on brand image customization and brand performance”, Journal of Advertising, Vol. 24 No. 4, pp. 55 - 72.
Rowley, J. (1996), “Developing constructive tension between teaching and research”, International Journal of Education Management, Vol. 10 No. 2, pp. 6 - 19.
Sánchez-Fernández, R. and Iniesta-Bonillo, M.A. (2006), “Consumer perception of value: literature review and a new conceptual framework”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 19, pp. 40 - 58.
Swan, J. and Martin, W. (1981), “Testing comparison level and predictive expectations models of satisfaction”, Advances in Consumer Research, Vol. 8, pp. 77 - 82.
Temizer, L. and Turkyilmaz, A. (2012), “Implementation of student satisfaction index model in higher education institutions”, Journal of Social and Behavioral Sciences, Vol. 46, pp. 3802 - 3806.
Westbrook, R. and Reilly, M. (1983), “Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction”, Advances in Consumer Research, Vol. 10, pp. 256 - 261.
Zammuto, R.F., Keaveney, S.M. and O’connor, E.J. (1996), “Rethinking student services: assessing and improving service quality”, Journal of Marketing in Higher Education, Vol. 7 No. 1, pp. 45 - 69.
Zeithaml, V. (1987), Defining and relating price, perceived quality and perceived value, Cambridge (MA): Marketing Science Institute.
Zeithaml, V. (1988), “Consumer perceptions of price, quality, and value: a means - end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2 - 22.
Zhang, L., Han, Z. and Gao, Q. (2008), “Empirical study on the student satisfaction index in higher education”, International Journal of Business and Management, Vol. 3 No. 9, pp. 46 - 51.
Zineldin, M., Akdag, H.C. and Belal, M. (2012), “Total relationship management (trm) and 5QS model as new management techniques: a comparative study for a knowledge-intensive sector”, Journal of International Business and Management, Vol. 14 No. 1, pp. 1 - 17.
Anderson, R. (1973), “Consumer dissatisfaction: the effect of disconfirmed expectancy on perceived product performance”, Journal of Marketing Research, Vol. 10, pp. 38 - 44.
Bagozzi, R.P. and Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol.16 No.1, pp. 74 - 94.
Brooks, R. and Everett, G. (2009), “Post‐graduation reflections on the value of a degree”, British Educational Research Journal, Vol. 35 No. 3, pp. 333 - 349.
Chao, Y.L. and Lam, S.P. (2011), “Measuring responsible environmental behavior: self-reported and other-reported measures and their differences in testing a behavioral model”, Environment and Behavior, Vol. 43 No. 1, pp. 53 - 71.
Churchill, G. and Surprenant, C. (1982), “An investigation into the determinants of customer satisfaction”, Journal of Marketing Research, Vol. 19, pp. 491 - 504.
Cronin, J.J., Brady, M.K. and Hult, G.T.M. (2000), “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments”, Journal of Retailing, Vol. 76 No. 2, pp. 193 - 218.
Duong, H.T.T. and Thuy, D.T.T. (2019), “Factors affecting organizational commitment of students in Foreign Trade Univeristy’s clubs”, Journal of International Economics and Management, Vol. 124, pp. 65 - 87.
Feclikova, A.I. (2004), “Online service quality dimensions and their relationships with satisfaction”, International Journal of Service Industry Management, Vol. 15 No. 3, pp. 302 - 326.
Fornell, C., Johnson, M., Anderson, E.W., Cha, J. and Everitt Bryant, B. (1996), “The American customer satisfaction index: nature, purpose, and findings”, Journal of Marketing, Vol. 60 No. 4, pp. 7 - 18.
FTU. (2014), “The faculty of international education, available at http://www2.ftu.edu.vn/index.php/ vi/gioi-thieu (accessed 14 Fer 2015).
FTU. (2014), “The introduction of FTU”, available at http://www2.ftu.edu.vn/index.php/vi/gioi-thieu (accessed 14 Fer 2015).
Gustafsson, A., Johnson, M.D. and Roos, I. (2005), “The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention”, American Marketing Association, Vol. 69 No. 4, pp. 210 - 218.
Hermawan, A. (2001), The effects of service cues on perceived service quality, value, satisfaction and word of mouth recommendations in Indonesian university settings, Ph.D Dissertation, Wayne Huizenga Graduate School of Business and Entrepreneurship, Nova Southeastern University.
Jurkowitsch, S., Vignali, C. and Kaufmann, H. (2006), “A student satisfaction model for Austrian higher education providers considering aspects of marketing communications”, Journal of Innovative Marketing, Vol. 2 No. 3, pp. 9 - 23.
Keller, K. (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, Vol. 57, pp. 1 - 22.
Kotler, P. (2001), A framework for marketing management, New York: Prentice-Hall.
Ledden, L., Kalafatis, S.P. and Samouel, P. (2007), “The relationship between personal values and perceived value of education”, Journal of Business Research, Vol. 60 No. 9, pp. 965 - 974.
McDougall, G.H.G. and Levesque, T. (2000), “Customer satisfaction with services: putting perceived value into the equation”, Journal of Services Marketing, Vol. 14 No. 5, pp. 392 - 410.
Mikulić, J. (2018), “Towards an end of measurement misspecification in tourism research: grammar of theoretical constructs, focus of thought and mind traps”, Tourism Management, Vol. 68, pp. 444 - 449.
Ngoc, H.T. (2013), Joint training program - The inevitable development trend of education in Vietnam, Ha Noi, Vietnam, The National Economics University.
Oliver, R. and Linda, G. (1981), “Effect of satisfaction and its antecedents on consumer preference and intention”, Advances in Consumer Research, Vol. 8, pp. 88 - 93.
Oliver, R. (1977), “Effect of expectation and disconfirmation on post exposure product evaluations: an alternative interpretation”, Journal of Applied Psychology, Vol. 62 No. 3, pp. 480 - 486.
Oliver, R.L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decision”, Journal of Marketing Research, Vol. 17 No. 4, pp. 460 - 469.
Parameswaran, R. and Glowacka, A. (1995), “University image: an information processing perspective”, Journal of Marketing for Higher Education, Vol. 6 No. 2, pp. 41 - 56.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multi-item scale for measuring consumer perceptions of the service quality”, Journal of Retailing, Vol. 64 No. 1, p. 12 - 40.
Parasuraman, A., Zeithml, V.A. and Berry, L.L. (1990), Delivering quality service: balancing customer perception and expectations, New York: The Free Press.
Parasuraman, A.P., Berry, L.L. and Zeithaml, V.A. (1991), “Perceived service qualtiy as a customerbased performance measure: an empirical examination of organizational barriers using an extended service quality model”, Human Resource Management, Vol. 30 No. 3, pp. 335 - 364.
Roth, M.S. (1995), “Effects of global market conditions on brand image customization and brand performance”, Journal of Advertising, Vol. 24 No. 4, pp. 55 - 72.
Rowley, J. (1996), “Developing constructive tension between teaching and research”, International Journal of Education Management, Vol. 10 No. 2, pp. 6 - 19.
Sánchez-Fernández, R. and Iniesta-Bonillo, M.A. (2006), “Consumer perception of value: literature review and a new conceptual framework”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 19, pp. 40 - 58.
Swan, J. and Martin, W. (1981), “Testing comparison level and predictive expectations models of satisfaction”, Advances in Consumer Research, Vol. 8, pp. 77 - 82.
Temizer, L. and Turkyilmaz, A. (2012), “Implementation of student satisfaction index model in higher education institutions”, Journal of Social and Behavioral Sciences, Vol. 46, pp. 3802 - 3806.
Westbrook, R. and Reilly, M. (1983), “Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction”, Advances in Consumer Research, Vol. 10, pp. 256 - 261.
Zammuto, R.F., Keaveney, S.M. and O’connor, E.J. (1996), “Rethinking student services: assessing and improving service quality”, Journal of Marketing in Higher Education, Vol. 7 No. 1, pp. 45 - 69.
Zeithaml, V. (1987), Defining and relating price, perceived quality and perceived value, Cambridge (MA): Marketing Science Institute.
Zeithaml, V. (1988), “Consumer perceptions of price, quality, and value: a means - end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2 - 22.
Zhang, L., Han, Z. and Gao, Q. (2008), “Empirical study on the student satisfaction index in higher education”, International Journal of Business and Management, Vol. 3 No. 9, pp. 46 - 51.
Zineldin, M., Akdag, H.C. and Belal, M. (2012), “Total relationship management (trm) and 5QS model as new management techniques: a comparative study for a knowledge-intensive sector”, Journal of International Business and Management, Vol. 14 No. 1, pp. 1 - 17.