| 摘要: | 本研究旨在探討內部行銷導向、組織承諾、工作滿意與學校效能之現況及其整體關係模式。本研究採問卷調查法，以台南縣、市國民小學教師為研究對象，共抽取66所公立國民小學，教師846人進行問卷調查，共回收673份，有效問卷為632份，有效回收率為74.7%。所得資料以因素分析、信度分析、單因子變異數分析、Scheffe多重比較檢定及線性結構模式（LISREL）等方法進行分析研究。本研究主要發現如下： １.內部行銷導向經因素分析後，分成「管理支持」、「激勵與成長」、「溝通關係」、「教育訓練」等四個構面。２.就現況而言，國民小學教師之內部行銷導向、組織承諾、工作滿意以及學校效能均在中上程度。３.不同性別、年齡、服務年資、現任職務、學校規模及學校所在地之國民小學教師，其內部行銷導向知覺有顯著性差異。４.不同性別、年齡、服務年資及現任職務之國民小學教師，其組織承諾知覺有顯著性差異。５.不同性別、年齡、服務年資、現任職務、學校規模、學校歷史及學校所在地之國民小學教師，其工作滿意知覺有顯著性差異。６.不同性別、年齡、服務年資、現任職務、學校規模及學校所在地之國民小學教師，其學校效能知覺有顯著性差異。７.內部行銷導向、組織承諾、工作滿意與學校效能之整體模式分析： (1)內部行銷導向直接正向影響組織承諾。(2)內部行銷導向直接正向影響工作滿意。(3)內部行銷導向間接正向影響學校效能。(4)組織承諾直接正向影響工作滿意。(5)組織承諾間接正向影響學校效能。(6)工作滿意直接正向影響學校效能。本研究並依據文獻探討及實證研究結果，提出建議，供教育行政機關及未來相關研究之參考。
The purpose of the research is to explore the recent situation and relationship among Internal Marketing Orientation, Organizational Commitment, Job Satisfaction and School Effectiveness. Questionnaire is adopted as the research method in this research. 673 people from 66 public elementary schools in Tainan County and Tainan City are served as samples. From those collected 673 questionnaires, 632 samples are valid with applicable rate of 74.7%. The data is analyzed by factor analysis, reliability analysis, one-way ANOVA, Scheffe method and LISREL. The major findings of this research are as follows: 1. Factors influencing Internal Marketing Orientation are management support, motivation and growth, communicating, training.2. Recently the achievement of Internal Marketing Orientation, Organizational Commitment, Job Satisfaction and School Effectiveness among the elementary school teachers is above average.3. There are significant differences in the elementary school teachers’ perception of Internal Marketing Orientation in term of the sex, age, seniority, seniority, designated duty, school size and school area.4. There are significant differences in the elementary school teachers’ perception of Organizational Commitment in term of the sex, age, seniority and designated duty.5. There are significant differences in the elementary school teachers’ perception of Job Satisfaction in term of the sex, age, seniority, designated duty, school size, school establishment and school area.6. There are significant differences in the elementary school teachers’ perception of School Effectiveness in term of the sex, age, seniority, designated duty, school size and school area.7. The result of the analysis on the whole modes of Internal Marketing Orientation, Job Satisfaction, Organizational Commitment and School Effectiveness is as the following: (1)The Internal Marketing Orientation directly influences on Organizational Commitment.(2)The Internal Marketing Orientation directly influences on Job Satisfaction.(3)The Internal Marketing Orientation indirectly influences on School Effectiveness.(4)The Organizational Commitment directly influences on Job Satisfaction.(5)The Organizational Commitment indirectly influences on School Effectiveness.(6)The Job Satisfaction directly influences on School Effectiveness. Based on the results of the research, some suggestions for educational administration agencies and future study were proposed. |
