The Factors Affecting the Brand Value of Private Universities in Ho Chi Minh City through Measurement of Students’ Perceptions: The Study at Ho Chi Minh City University of Technology (HUTECH)

- International Conference on Marketing in the Connected Age (MICA-2018), October 6 th , 2018 Danang City, Vietnam.
- The Factors Affecting the Brand Value of Private Universities in Ho Chi Minh City through Measurement of Students’.
- Therefore, the issue of enhancing the brand value to attract students is placed at the top to Vietnam universities.
- Data were then analyzed by measuring Cronbach's Alpha coefficient for reliability, analyzing EFA, and using PATH model to test experiment on the research model affecting HUTECH’s brand value.
- Additionally, this paper also proposes some implications for enhancing HUTECH’s brand value in the current context of competition among private universities..
- Keywords: higher education, students, geographical location, lecturers, staffs, satisfaction, confidence, brand value.
- In recent years, the State has been not only focusing on the development and expansion of public and private schools, or training schools under internationally associated programs, etc, but also offering many opportunities for high school students to get their feet wet in the world of college life and academics.
- Therefore, the selected research topic "The factors affecting the brand value of private universities at Ho Chi Minh city through measurement of students’ perceptions: The study in Ho Chi Minh city university of Technology".
- will contribute to explore the influence factors and suggest implications for enhancing the brand value as well as the competitiveness of private universities at Ho Chi Minh city in general and HUTECH in particular..
- The objectives of this research are to determine the factors affecting the value of HUTECH brand through the measurement of students' perceptions and to develop research model having impacts on HUTECH brand value..
- In the model there are new features as follows:.
- Adding Geographic location factor to enhance the brand value of private universities in general and HUTECH in particular..
- The more satisfied students are with college’s services, the higher their trust in the college brand is..
- Theory elements of students’ satisfaction with universities.
- Chapman (1981) argued that university’s fixed factors such as tuition, geographic location, expenses support policy or environment of dormitory alter students’ college choice decisions..
- Lutfi Atay and Haci Mehmet Yildirim (2009), University of Canakkale Onsekiz Mart pointed out that among many factors affecting students’ satisfaction, the most influential one is job opportunity after graduation..
- Tran Xuan Kien (2008), studied five factors (facilities, enthusiasm of staffs and lecturers, faculty team, ability of fulfilling commitments and student care) affected students’ satisfaction in Thai Nguyen University..
- Results showed that these five factors affected students’ satisfaction with 87.1% of the relevance between model and data.
- Differentiation of some hypotheses shows that the level of students’ satisfaction is not altered by academic year, major and learning performance but varied by gender..
- Duong Tan Tan (2010) researched the factors affecting students’ satisfaction in University of Economics Da Nang such as classrooms, canteen, school website, learning conditions, Computer room, office of Training affairs and Student affairs.
- Research results show that 8 of 10 factors affect students’satisfaction including classroom, library, canteen, computer room, school website, learning conditions, faculty, office of academic affairs, and office of student affairs..
- (2014) synthesized groups of factors influencing students' college choice decisions, which were reviewed in the above topics.
- The analysis found that Benchmark was not included in the officially theoretical research model.
- The reason is that there is no difference in the benchmarks of most private schools, so students are not interested in this factor.
- Research results show that Lecturers and Geographic location significantly affect college choice of students..
- Most of the current researches in Vietnam have neither mentioned the students’ satisfaction with the Geographic location of the university nor demonstrated that the more satisfied students are with college’ services, the higher their trust in the college brand is..
- The second view stated that the above viewpoint of brand could not explain the role of the brand in the context of increasingly integrated and intensely competitive world economy.
- and concluded that brand is "the sum of all things in terms of tangible matters, aesthetics, senses and emotions.".
- of sellers to buyers about features and benefits of the product/service.
- Thus, the product is a part of the brand..
- In the context of higher education being more commercial, the concept of university brand has been more concerned.
- Universities in the world have been adopting more and more integrated marketing techniques to their brand communications..
- Chapleo (2010), when mentioning the name of a university, it is obvious that “associations, emotions, images” of the school are immediately evoked.
- Geographic location of a university is not mentioned in ten studies above as a factor enhancing the brand value of the university..
- The result of perceived service quality is Students’ satisfaction, Confidence, Brand effeciency, and Behavioral intention of students.
- These four approaches will alter students' perceptions of the school's image and reputation.
- This leads to an impact on students’ loyalty to the school.
- In this study, the authors presented basic theories of brand and branding in the business and education sector.
- From that point, the arguments and research model on branding for Vietnamese education are demonstrated based on students’ perception.
- Nguyen Thanh Trung (2015) conducted a study on "Brand value of a university based on employees:.
- In this study, the author simultaneously took into account three groups of factor affecting brand value based on employees: (1) Marketing, (2) Human Resource Management and (3) Working Environment..
- The research results show that there are 2 factors directly affecting the components of brand value based on employees: (1) Internal branding and (2) Organizational culture.
- In particular, Organizational culture is the most influential factor on brand value based on employees..
- Most of researches on university brand name in Vietnam have not synthetically studied subjects directly building brand value of the university are Lecturers, Staffs and Students..
- Research model and hypotheses.
- Theoretical research model (External model).
- confidence in the school, they will promote and introduce many good things about the school.
- From that brand value of the school will be enhanced..
- Geographic location.
- Draft scales are used in the school discussion with 14 leaders, staffs and lecturers representing faculties, departments, institutes and 15 undergraduate students from Faculty of Tourism - Restaurant - Hotel Management, Accounting - Finance - Banking, Construction, Mechatronics - Electronics Engineering, Foreign Languages, and Biotechnology - Environment..
- This study adjusts and adds observed variables used to measure concepts in the research model.
- DL4 Hutech located in the inner-city is convenient for students to work overtime..
- CS1 The class has a reasonable number of students..
- CS6 The location of the school is convenient for studying and living..
- GVI7 The results of the study are evaluated fairly by Lecturers..
- NV5 The school’s carrer counseling activities meet the requirements of students..
- NV7 I found that the student support activities for students in the School's extracurricular activities are good..
- Thanks to roughly three-and-four-year experience at the university, the students have studied with numerous lecturers, participated in activities, had many opportunities to work with deans of the university, faculty, and.
- departments… and staff and thus encountered working styles and the response and commitment of the university to students.
- As a result, the university’s brand value will increase..
- From the results of the analysis of EFA and Cronbach's Alpha as above, the adjusted formal theoretical research model includes four factors influencing students’ confidence.
- Formal model of students’ confidence.
- Error of the Estimate.
- H4 Geographic location.
- Evaluation of the importance of factors influencing students’s confidence.
- Formal adjusted model of students’ confidence c.
- 0,880 Geographic location.
- In the model proposed by the research team, a new factor is Geographic location, which has not been mentioned in models that have studied the brand value of private universities.
- Training centers are in the downtown of Ho Chi Minh city, close together.
- The bus stop is in front of the school gate.
- This factor has the most powerful effect (standardized β =0.366) to students’ belief.
- This proves to bring the new factor of Geographic location into enhancing HUTECH’s brand value is suitable..
- This demonstrates that Lecturer is still the top concern of the university in enhancing the brand value to attract students..
- Most private universities are now boldly investing in the construction of new facilities and modern educational devices as well as the selection and training of professional staff to withstand work pressure..
- The Belief factor is a new point in the PATH model to study HUTECH’s brand value.
- This show that students and their families still choose HUTECH because it has made the commitments: the teachers have good morale, the quality of the university's services are reliable, the university's diploma increases the ability to get jobs.
- The model explained 79.4% of the same effect direction on students' confidence with HUTECH brand.
- The results show that students, their families and society still have high trust in the HUTECH brand.
- This proves that using PATH to test the HUTECH’s brand value enhancement model is appropriate.
- Most of the student's life during school hours and extra work is tied to school and local residence.
- The traffic jam in the inner-city has become worse.
- If university does not have enough the financial resource to build school facilities in the inner-city near the main campus, it should build branches in the suburban districts such as Thu Duc, District 9, Binh Chanh, Binh Tan.
- Last but not least, the universities should build dormitories and canteens to stabilize students’ lives and mood for learning..
- Since all revenues of the universities depend on the number of students, the universities must gain prestige, build a strong brand identity to enhance their competitiveness and attractiveness of students..
- They are the innovative people, absorb the elite of the world to convey to the students..
- To provide incentives so that the lectures feel assured of their works and devote their life to the long-term development of the university with wages, bonuses and benefits and, most importantly, the sale of preferred stock..
- In the future, the Ministry of Education and Training will drop a minimum grade for enrolling universities..
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