Abstract
Stakeholders’ perceptions towards a career in vocational education and training (VET) in Vietnam negate the country’s industrial development plan. During the last 15 years, the Vietnamese Governments investment in to the sector increased annually. However, parents and their children still pursue the goal of higher education via the mainstream rather than a career path way using the vocational education and training system. Although stereotypical views of vocational students are being challenged, Confucian ideology maintains some influence over stakeholders’ educational decisions leading to the sustained popularity of higher education. This study explores the perceptions of students on the image of and their loyalty towards vocational education and training. A sample of 300 lower secondary school, 300 upper secondary school, and 300 vocational students was drawn from across the Northern and Southern regions of Vietnam. A survey questionnaire was used to collect data and mean analysis conducted to explore the data. The findings indicate that agreement with statements about facilities and equipment, teacher’s ability, curriculum, and soft skills are the clearest indicators of enhanced perceptions about the image of vocational education and training. Encouragement from parents appears most influential to positively affecting lower secondary students’ loyalty. Unexpected was that vocational students had less interesting continuing in vocational education and training compared to lower and upper secondary school students inclination towards a career in VET. First-hand experience seemingly leads to diminished perceptions and loyalty towards vocational education.
Keywords
- Vocational Education and Training Search this journal for Vocational Education and Training (opens in a new tab)
- Students Search this journal for Students (opens in a new tab)
- Image Search this journal for Image (opens in a new tab)
- Loyalty Search this journal for Loyalty (opens in a new tab)
- Perception Search this journal for Perception (opens in a new tab)
References
- Awang, A. H., Sail, R. M., Alavi, K. & Ismail, I. A. (2011). Image and students’ loyalty towards technical and vocational education and training. Journal of Technical Education and Training , 3(1), 13-28.
- Child, D. (1990). The essentials of factor analysis. London: Cassel Educational Limited.
- Cohen, M. & Besharov, D. (2002). The role of career and technical education: implications for the federal government. US Department of Education, Office of Vocational and Adult Education, Washington.
- Dagger, T. S., Sweeney, J. C. & Johnson, L. W. (2007). A hierarchical model of health service quality: Scale development and investigation of an integrated model. Journal of Service Research , 10(2), 123142.
- Eurobarometer, L. (2011). Attitudes towards vocational education and training. Retrieved fromec.europa.eu/public_opinion/archives/ebs/ebs_369_en.pdf
- General Directorate of Vocational Training (GDVT). (2011). Báocáodạynghề 2011. Retrieved from http://www.slideshare.net/tinhanhvy/bo-co-dy-ngh-vit-nam-2011
- Getty, J. M. & Thompson, K. N. (1994). The relationship between quality, satisfaction, and recommending behaviour in lodging decision. Journal of Hospitality &Leisure Marketing , 2(3), 3-22.
- Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing , 18(4), 36-44.
- Gronroos, C. (2001). The perceived service quality concept-a mistake? Managing Service Quality , 11(3), 150-152.
- Hadikoemoro, S. (2002).A comparison of public and private university students’ expectations and perceptions of service quality in Jakarta, Indonesia. (Unpublished PhD thesis).Nova South eastern University.
- Helgesen, O. & Nesset, E. (2011). Does LibQUAL+TM account for student loyalty to a university college library? Quality Assurance in Education , 19(4), 413-440.
- Henning-Thurau, T., Lager, M. F. & Hansen, U. (2001). Modelling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research , 3(1), 331-344.
- Huy, L. (2014). Thạcsĩ, cửnhân ồ ạthọctrungcấp. Retrieved from http://truongtrungcapnghehatinh.edu.vn/thac-si-cu-nhan-o-hoc-trung-cap
- Kumar, V. & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing , 80(4), 317–330.
- London, J. D. (2011). Education in Vietnam: Historical Roots, Recent Trends. In J.D. London (Ed.), Education in Vietnam. Singapore: Institute of Southeast Asian Studies Press.
- Mellens, M., Dekimpe, M. G. & Steenkamp, J. B. E. M. (1996). A review of brand loyalty measures in marketing. Tijdschri ftvoorEconomieen Management , 41(4), 507–533.
- Ministry of Education and Training (MOET). 2013. Thốngkếgiáodụcnăm 2013. Retrieved from http://www.moet.gov.vn/?page=11.11&view=5251
- Nguyen, N. P. (2014). Cơcấulạihệthốngdạynghề. Retrieved from http://www.baomoi.com/Co-cau-lai-he thong-day-nghe/59/14459397.epi
- Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing , 63, 33-44.
- Papalia, D. E. & Sally, D. (1985). Psychology. New York: McGraw-Hill Book Company.
- Parasuraman, A., Zeithml, V. & Berry, L. L. (1994). Reassessment of expectation as a comparison standard in measuring quality implications for further research. Journal of Marketing , 58(1), 111-124.
- Reichheld, F. F. & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review , 68(5), 105-111.
- Rossetti, R. (1990). An examination of factors influencing students not to enrol in secondary vocational education. Columbus, OH: Ohio State University, Department of Agricultural Education.
- Steven, L. M. C. & Mary, A. Y. V. G . (2003). Organizational behaviour. Toronto: McGraw-Hill Ryerson.
- Yu, Y. T. D. & Alison, D. (2001). The contribution of emotional satisfaction to consumer loyalty. International Journal of Service Industry Management , 12(3), 234-250.
Downloads
No downloads have been recorded for this article yet. Figures appear here once readers begin downloading the full text.
How to Cite
Share this article
License
Copyright (c) 2014 Vi Hoang Dang, Tanya Hathaway (Author)

This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
Keywords
- Vocational Education and Training Search this journal for Vocational Education and Training (opens in a new tab)
- Students Search this journal for Students (opens in a new tab)
- Image Search this journal for Image (opens in a new tab)
- Loyalty Search this journal for Loyalty (opens in a new tab)
- Perception Search this journal for Perception (opens in a new tab)
Section
Published in
Vol. 5 No. 4 (2014)
Tertiary Education, Ethics & Vocational Pathways
View issue contents
Published
Submissions
Have research to publish? Journal of Education and Vocational Research welcomes submissions.
Make a Submission