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20(1)2025

Nâng cao hình ảnh thương hiệu và truyền miệng tích cực về trường đại học thông qua hoạt động đồng tạo giá trị của sinh viên: Vai trò của trao quyền tâm lý và niềm tin vào giảng viên


Tác giả - Nơi làm việc:
Phan Anh Tiến - Đại học Kinh tế Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh , Việt Nam
Tác giả liên hệ, Email: Phan Anh Tiến - anhtien@ueh.edu.vn
Ngày nộp: 13-08-2024
Ngày duyệt đăng: 11-10-2024
Ngày xuất bản: 18-10-2024

Tóm tắt
Ngày nay, các tổ chức giáo dục đại học được khuyến nghị sử dụng đồng tạo giá trị như một chiến lược để đạt được lợi thế cạnh tranh. Vì vậy, việc xác định các tiền tố cần thiết và những kết quả mang lại của đồng tạo giá trị nhằm thu hút sự tham gia của các bên liên quan là quan trọng. Nghiên cứu nhằm kiểm tra tác động của trao quyền tâm lý và niềm tin vào giảng viên đối với hoạt động đồng tạo giá trị của sinh viên. Bên cạnh đó, nghiên cứu cũng điều tra ảnh hưởng của đồng tạo giá trị của sinh viên đến truyền miệng tích cực và hình ảnh trường đại học. Dựa trên mẫu khảo sát gồm 443 sinh viên từ các trường đại học công lập và ngoài công lập tại Thành phố Hồ Chí Minh, kết quả nghiên cứu cho thấy trao quyền tâm lý và niềm tin vào giảng viên tác động tích cực đến đồng tạo giá trị của sinh viên. Nghiên cứu cũng xác nhận đồng tạo giá trị của sinh viên giúp nâng cao hình ảnh thương hiệu trường đại học và truyền miệng tích cực. Các phát hiện mang lại những hàm ý lý thuyết và hàm ý quản trị quan trọng cho các học giả, các nhà giáo dục và quản lý giáo dục.

Từ khóa
đồng tạo giá trị; hình ảnh trường đại học; niềm tin vào giảng viên; trao quyền tâm lý; truyền miệng tích cực

Toàn văn:
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