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    政大機構典藏 > 教育學院 > 教育學系 > 學位論文 >  Item 140.119/122446
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/122446


    Title: 高級中等學校內部行銷、工作滿足與組織承諾關係之研究
    The Study of Internal Marketing, Job Satisfaction, and Organization Commitment in Senior High School
    Authors: 李立泰
    Li, Li-Tai
    Contributors: 秦夢群
    Chin, Meng-Chiun
    李立泰
    Li, Li-Tai
    Keywords: 內部行銷
    工作滿足
    組織承諾
    Internal marketing
    Job satisfaction
    Organization commitment
    Date: 2018
    Issue Date: 2019-03-07 09:45:35 (UTC+8)
    Abstract: 本研究旨在探討高級中等學校內部行銷、工作滿足與組織承諾之關係,研究以問卷調查法進行,取樣對象為新北市立高級中等學校兼任行政職務教師,發出600份問卷,回收356份,問卷之回收率為59.3﹪,篩選部份無效問卷及作答不完整之無效問卷,有效問卷338份,有效問卷338份可用率則為56%,進行統計分析。以平均數和標準差來瞭解變項現況分佈情形,以t考驗和單因子多變量變異數分析各變項間的差異情形,以積差相關考驗各變項間的相關情形,最後則以結構方程模式驗證各變項間之適配度情形,獲致以下研究結果:

    一、新北市教師知覺學校內部行銷、教師工作滿足和教師組織承諾,得分均達中高以上的程度。

    二、「男性教師比女性教師」、「學歷高教師比學歷低教師」與「學校規模大比學校規模小的教師」在學校內部行銷、教師組織承諾整體知覺上有顯著差異。

    三、「不同服務年資教師」與「教師兼主任比教師兼組長」在學校內部行銷、教師工作滿足和教師組織承諾整體知覺上有顯著差異。

    四、「普通型高中」比「完全中學」的教師在內部行銷感受更為明顯,「技術型高中」比「完全中學」的教師在組織承諾感受更為明顯。

    五、「教師工作滿足對教師組織承諾」的直接效果小於「學校內部行銷對教師組織承諾」的直接效果;而學校內部行銷透過教師工作滿足,對於教師組織承諾具有中介效果。
    根據研究結果,對學校校長提出系統性推動學校內部行銷、改善激勵與獎酬的制度與作為、重視組織承諾的續任兼職傾向構面、針對女性、年輕、服務年資短、組長等加強內部行銷以及重視支持系統,領導管理兼備。對教育主管機關提出宜規劃辦理校長內部行銷的工作坊,強化校長的專業知能、建立資訊知識分享平台,促進學校運作經驗相互交流以及長程規劃教育主管單位榮譽認證。及對未來研究的建議,可朝向以以校長自評方式調查或加入私立中學校長為研究對象,屆時再作公私立校長的比較分析,也是後續研究很好的方向參考。
    The study aims at investigating the relationship among internal marketing, job satisfaction, and organization commitment. According to surveying the questionnaires for 356 part-time administrative teachers in senior high schools in New Taipei City and analyzing the results, data processing to Mean., SD , t-test, one way ANOVA, Pearson, Structural Equation Modelling , the main findings of this study are summarized as follows:

    1. The teachers’ perception of senior high schools got above average high scores toward internal marketing, job satisfaction, and organization commitment.

    2. “Male teachers toward female teachers” “Higher education teachers toward lower education teachers” and “large school size teachers and small school size teachers” had distinctive difference in internal marketing and organization commitment.

    3. “Different work experience teachers” and “teachers and director toward teachers and section chief” have distinctive perception of internal marketing, job satisfaction, and organization commitment.

    4. Teachers of “general high school” toward “six-year school” have more distinctive perception in internal marketing ; teachers of “vocational high school” toward “six-year school” have more distinctive perception in organization commitment.

    5. The direct effect of “teachers’ job satisfaction toward teachers’ organization commitment” is less than “schools’ internal marketing toward teachers’ organization commitment”; the schools’ internal marketing through teachers’ job satisfaction have completely mediated toward teachers’ organization commitment.

    According to the findings and conclusions, the researcher provides the following suggestions for principals, educational administrations, and future researchers. The suggestions are conducting systematic school internal marketing, improve motivation and reward system, take renewal tendency organization commitment as an important thing, strengthen internal marketing and supportive system on female, younger administrative teachers, administrative teachers with less working experience, and section chiefs. Leading is as essential as management.For educational administrations, offering internal marketing workshop for principals can strengthen professional knowledge, establish knowledge sharing platform, exchange experience of operating school, and plan a certificate system for long term. For those who are interested in this field, principal-self-evaluation research or analysis on public and private middle school principals could be further investigated.
    Reference: 壹、中文部份

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    Description: 博士
    國立政治大學
    教育學系
    100152504
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100152504
    Data Type: thesis
    DOI: 10.6814/DIS.NCCU.EDU.001.2019.F02
    Appears in Collections:[教育學系] 學位論文

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