THE UNIVERSITY OF DANANG THE UNIVERSITY OF ECONOMICS FINAL REPORT OF STUDENTS' SCIENTIFIC RESEARCH STUDENT EXPERIENCE IN HIGHER EDUCATION: A CASE STUDY FROM FACULTY OF E-COMMERCE, THE UNIVERSITY OF ECONOMICS, THE UNIVERSITY OF DANANG Group students: Le Phuong Cam Linh – 45K08.1 Le Thi Hoang Diem – 45K08.1 Pham Ngo Duy Doan – 45K08.1 Dang Van Hung – 44K08.1 Instructors: Le Duc Tien, PhD Truong Thi Hieu Hanh, MBA Danang, May 2022 THE UNIVERSITY OF DANANG THE UNIVERSITY OF ECONOMICS FINAL REPORT OF STUDENTS' SCIENTIFIC RESEARCH STUDENT EXPERIENCE IN HIGHER EDUCATION: A CASE STUDY FROM FACULTY OF E-COMMERCE, THE UNIVERSITY OF ECONOMICS, THE UNIVERSITY OF DANANG Belonging to the group of sciences: Economics and Business 2 Performed student: Le Phuong Cam Linh Gender: Female Class/Faculty: 45K08.1, E-commerce Year: 3/Number of years of training: 4 Ethnic group: Kinh Major: Commercial Business Management Performed student: Le Thi Hoang Diem Gender: Female Class/Faculty: 45K08.1, E-commerce Year: 3/Number of years of training: 4 Ethnic group: Kinh Major: Commercial Business Management Performed student: Pham Ngo Duy Doan Gender: Male Class/Faculty: 45K08.1, E-commerce Year: 3/Number of years of training: 4 Ethnic group: Kinh Major: Commercial Business Management Performed student: Dang Van Hung Gender: Male Class/Faculty: 44K08.1, E-commerce Year: 4/Number of years of training: 4 Ethnic group: Kinh Major: Commercial Business Management Instructors: Le Duc Tien, PhD and Truong Thi Hieu Hanh, MBA Danang, May 2022 i ABSTRACT In the past, education was considered merely a non-commercial, non-profit sector. However, these days, with the influence of external factors, especially a market economy, education has been almost becoming a special service in which “customers” (students, parents) can invest and choose “a service supplier” (higher education). Despite the growing importance of student experience in higher education institutions, there are few studies on the subject. Therefore, this research is conducted with the purpose of exploring factors having an impact on perceived value and thereby on student satisfaction, which mainly plays a vital role in student experience.
This research specifically addresses the issue “What are the primary drivers affecting students’ satisfaction?”. Based on three theoretical frameworks, namely the Hierarchial Model including three dimensions: interaction quality, physical environment quality, and outcome quality, which affects service quality, the American Customer Satisfaction Index Model which is used to make a judgment about customer satisfaction, and the Student Involvement Theory which mainly emphasize extracurricular activities, this research suggests and verifies the research framework for antecedents of student experience at the University of Economics, the University of Danang, Vietnam. The results of PLS-SEM data analysis demonstrate that service quality (including outcome quality, physical environment quality, interaction quality) and curriculum quality have favorable effects on perceived value, which leads to student satisfaction. As a consequence, this study will provide managers from not only the University of Economics, the University of Danang but also around the country with some suggestions to improve the student experience through assessment level of impact of those elements and contribute to the literature by validating the theoretical framework in Vietnam.
Keywords: service quality, student experience, student satisfaction, higher education instituions. ii PLEDGE This research project has been completely conducted by ourselves, Le Phuong Cam Linh, Le Thi Hoang Diem, Pham Ngo Duy Doan, Dang Van Hung - studenst of the University of Economics, the University of Danang. We absolutely affirm that this scientific research’s content and analysis are the result of our own research. We guarantee that all help for the implementation of this study is under the supervision of PhD.
Le Duc Tien and MBA. Truong Thi Hieu Hanh. Furthermore, some comments, evaluations, and data from other authors have citations and references, and if any fraud is uncovered, we accept full responsibility for the content of our study. Da Nang, April 29, 2022 Students Le Phuong Cam Linh Le Thi Hoang Diem Pham Ngo Duy Doan Dang Van Hung iii ACKNOWLEDGEMENTS As a result of the completion of this dissertation, we owe a debt of appreciation to many people.
Without the support, direction, and aid of our instructors, friends, and family, we would not have completed our assignment on time. First and foremost, we want to express our gratitude to our major supervisors, Le Duc Tien, PhD. and Truong Thi Hieu Hanh, MBA., for their continuous support and excellent guidance during our investigation. Throughout the process, their excitement for study was palpable, and it undoubtedly improved the quality of our thesis.
We have the best supervisor in the world who has never hesitated to assist us when we needed it. Furthermore, we would like to express our gratitude to the University of Economics teachers, who kindly shared their knowledge and experience with us and supported us along our journey. Furthermore, we would also want to express our gratitude to our friends who were willing to assist us in reviewing drafts of this thesis. Finally, we want to convey our heartfelt gratitude to our family, whose unwavering love and support helped us to complete this tough endeavor.
We appreciate them for being a source of inspiration and strength in the face of adversity. Le Phuong Cam Linh Le Thi Hoang Diem Pham Ngo Duy Doan Dang Van Hung April 2022 iv TABLE OF CONTENTS ABSTRACT. iii TABLE OF CONTENTS .iv LIST OF FIGURES. viii LIST OF TABLES .ix LIST OF ABBREVIATIONS.
Overview of the research. Overview of Faculty of E-commerce in University in Vietnam. Overview of Faculty of E-commerce in University of Economics, University of Danang. Key research questions.
Importance of the research. Research gap identification. Academic importance of the research topic. Managerial importance of the research topic.
Student experience in higher education context. Student experience in Vietnam universities. Related theoritical framework. The Hierarchical Model.
American Customer Satisfaction Index Model. Student Involvement Theory. THEORITICAL MODEL AND HYPOTHESIS DEVELOPMENT 20 3. Development of conceptual model.
Relationship between university’s outcome quality and service quality. Relationship between university’s physical environment quality and service quality. Relationship between university’s interaction quality and service quality 22 3. Relationship between university’s service quality and perceived value.
Relationship between university’s curriculum quality and perceived value 24 3. Relationship between university’s extra-curricular activities and perceived value 25 3. Relationship between perceived value and student satisfaction. METHODOLOGY AND MEASUREMENT.
Research methodology and procedure. Measurement of constructs. Physical environment quality (PEQ). Extra-curricular activities (ECA).
Physical environment quality (PEQ). Extra-curricular activities (ECA). Evaluation on the research scale. The internal consistency of the scales.
The convergent validity of the scales. The discriminant validity of the scales. Testing the model and the research hypotheses. CONCLUSION, IMPLICATIONS, AND LIMITATIONS.
Limitations and future researchs .78 viii LIST OF FIGURES Figure 2-1. America Customer Satisfaction Index Model. Final PLS-SEM results .51 ix LIST OF TABLES Table 1-1. Many Universities participating in E-commerce training.
Summary of Academic development. Summary of General education. Summary of Vocational preparation. Summary of Personal development.
Summary of University accommodation. Summary of Campus. Summary of Classroom. Summary of Recreational facilities.
Summary of Computer room. Summary of Library. Summary of Social factors. Summary of Safety.
Summary of Social life. Summary of Expertise. Summary of Attitudes and behaviors. Summary of Accesibility.
Summary of Personal interaction. Summary of Administration staff. Summary of Cource content. Summary of Service quality.
Summary of Instructional content. Summary of Curriculum provision. Summary of Instructional methods. Summary of Course evaluation.
Summary of Extra-curricular activities. Summary of Perceived value. Summary of Student satisfaction. Conversion table of consumer rating by average range.
Descriptive statistical results of Outcome Quality. Descriptive statistical results of Physical Environment Quality. Descriptive statistical results of Interaction Quality. Descriptive statistical results of Service Quality.
Descriptive statistical results of Curriculum Quality. Descriptive statistical results of Extra-curricular activities. Descriptive statistical results of Perceived Value. Descriptive statistical results of Student Satisfaction.
Testing the internal consistency and convergent validity of the scales. Results of Fornell-Larcker criterion test. The results of research hypotheses. 51 xi LIST OF ABBREVIATIONS Number Abbreviations Abbreviated content 1 ACSI The American Customer Satisfaction Index 2 AVE Average variance extracted 3 CR Construct reliability 4 CX Customer Experience 5 ECA Extra-curricular Activities 6 PV Perceived value 7 VIF Variance inflation factor x THE UNIVERSITY OF ECONOMICS THE UNIVERSITY OF DANANG RESEARCH RESULTS OF THE THESIS 1.
General information: - Topic: Student experience in higher education: a case study from faculty of e- commerce, the university of economics, the university of danang - Students: (1) Le Phuong Cam Linh - Class: 45K08.1 Faculty: E-commerce Year: 3 Number of years of training: 4 - Students: (2) Le Thi Hoang Diem - Class: 45K08.1 Faculty: E-commerce Year: 3 Number of years of training: 4 - Students: (3) Pham Ngo Duy Doan - Class: 45K08.1 Faculty: E-commerce Year: 3 Number of years of training: 4 - Students: (4) Dang Van Hung - Class: 44K08.1 Faculty: E-commerce Year: 4 Number of years of training: 4 - Instructors: Le Duc Tien, PhD and Truong Thi Hieu Hanh, MBA 2. Objectives: To accomplish the above-mentioned general purpose, our group indicates some topic's specific objectives, which are as follows: Identifying factors influencing students’ perceived value. Assessing the extent of factors affecting students’ perceived value. Assessing the extent of students’ perceived value affecting student satisfaction.
Investigating the evaluation of students of E-commerce faculty for the current condition of student experience at Danang University of Economics. xi Proposing measures to improve and develop the quality of teaching and service at Danang University of Economics. Novelty and creativity: This research paper is one of the few studies related to student experience reviewed at the University of Economics, the University of Danang, Vietnam. Additionally, this study attempts to fill in the gaps in previous research to solve the problem interested in students' perceptions of their experiences in the university environment.
It can be said that one of the new highlights of this study is examining the role of three main factors: service quality, curriculum quality, and extra-curricular activities in affecting students' perceived value, from which leads to student satisfaction. Thereby, the experimental results help the University of Economics, the University of Danang in particular and throughout Vietnam in general have a deeper insight into the role of providing a positive experience for students. Research results: The research has selected and verified a measurement scale that ensures the validity and reliability of the concepts in the proposed model: interaction quality, physical environment quality, outcome quality, service quality, curriculum quality, extra-curricular activities, perceived value, and student satisfaction. Experimental results have confirmed the positive relationships between the above factors on the perceived value that students from the Faculty of E-commerce, the University of Economics, the University of Danang receive, thereby leading to their satisfaction, except for the variable extra-curricular activities that are not satisfactory.
Contribution in terms of socio-economic, education, security, defense, and applicability of the topic: This research contributes to university management with a comprehensive view of the student experience at the university. Knowing which factors are most important or less important to students so that appropriate strategies and policies can be devised to improve the student experience. This not only helps students have an ideal university environment, but from which they can suggest the next generation to attend xii the university, thereby increasing the quality of education and increasing the number of students entering. Date: 15 Month: May Year: 2022 Student (signature, full name) Comments of the instructor on the scientific contributions of students to the topic (this part is recorded by the instructor): .