Enhancing the Quality of Administrative Staff in Hanoi's Public Universities: International Insights and Strategic Vision Toward 2035

Abstract

In the context of increasing global competition and student-centered educational reforms, the quality of administrative staff in higher education has become a critical yet underexplored area— particularly in Vietnam. Administrative personnel play a pivotal role in supporting academic operations and institutional effectiveness; however, challenges such as innovation inertia, stakeholder dissatisfaction, and digital transformation persist. This study aims to assess the quality of administrative staff in public universities in Hanoi through a mixed-methods approach, combining a survey of 1,000 respondents, case studies, and document analysis. The evaluation focuses on two dimensions: work capacity (physical, intellectual, and emotional) and job outcomes (effectiveness, responsiveness, and stakeholder satisfaction). The SERVQUAL model was adapted to ensure international benchmarking and was compared with best practices from China, South Korea, and Greece. Findings reveal a moderate overall quality level (mean score 3.31/5), with strengths in internal coordination, professionalism, and pressure handling. However, limitations were identified in procedural innovation, student satisfaction, and crisis communication skills. The study underscores the strategic importance of enhancing administrative staff quality to boost the global competitiveness of Vietnamese public universities. Key implications include promoting digital transformation, upgrading training programs, and fostering a culture of accountable service.