國民小學內部行銷、教師工作滿意度與學校效能之研究

A Study of Internal Marketing, Teachers’ Job Satisfaction and School Effectiveness in Elementary Schools

蔡致遠(Chic-yuan Tsai)

指導教授 ： 洪智倫

中臺科技大學/護理學院/文教事業經營研究所/碩士(2011年)

https://doi.org/10.6822/CTUST.2011.00007

摘要

本研究旨在探討國民小學內部行銷、教師工作滿意度與學校效能之關係。為達研究目的，以問卷調查法進行，研究工具為研究者自編之「內部行銷問卷」、「教師工作滿意度問卷」、「學校效能問卷」。以臺中地區國民小學教師為研究對象，採分層隨機取樣方式發出552份問卷，回收519份有效問卷，可用率為92.93％。
回收資料以描述性統計、t考驗、單因子變異數分析、積差相關、典型相關、逐步多元迴歸、徑路分析等統計方法進行分析，獲得以下結論：
一、國民小學教師所知覺之內部行銷、教師工作滿意度與學校效能現況，均達中上程度。
二、不同性別、年齡、服務年資、擔任職務、學校規模之教師在內部行銷的知覺上有顯著的差異。
三、不同年齡、服務年資、擔任職務、學校規模之教師在教師工作滿意度的知覺上有顯著的差異。
四、不同性別、年齡、服務年資、擔任職務、學校規模之教師在學校效能的知覺上有顯著的差異。
五、內部行銷與教師工作滿意度有正相關。
六、內部行銷與學校效能有正相關。
七、教師工作滿意度與學校效能有正相關。
八、內部行銷對教師工作滿意度有預測力。
九、內部行銷、教師工作滿意度對學校效能有預測力。
十、內部行銷、教師工作滿意度對學校效能具徑路模式，學校能藉由內部行銷，提升教師工作滿意度，促進學校效能。
最後，依據本研究結論，對教育行政機關、國民小學及後續研究提出建議。

關鍵字

內部行銷 ； 教師工作滿意度 ； 學校效能

並列摘要

The study aimed at investigating the relationships among internal marketing, teachers’ job satisfaction and school effectiveness. To achieve the research purpose, using a questionnaire as a survey method was adopted. The research instrument included the “Investigation Questionnaire on Internal Marketing, Teachers’ Job Satisfaction and School Effectiveness in Elementary Schools” self-designed by the researcher. The survey was administered by the teachers who serve at the elementary schools in Taichung selected via stratified random sampling. Five hundred nineteen vaild questionnaires out of 552 questionnaires distributed were analyzed. The valid rate was about 92.93%.
The statistics method included: descriptive statistics, t-test, one-way ANOVA, Pearson’s product-moment correlation, canonical analysis, multiple stepwise regression, and path analysis.
The research findings were:
1.The teachers of the elementary schools holding a positive attitude towards internal marketing, job satisfaction, and school effectiveness.
2.There were significant differences among the gender, the age, the years of service, the positions, and the school sizes in internal marketing.
3.There were significant differences among the age, the years of service, the positions, and the school sizes in teachers’ job satisfaction.
4.There were significant differences among the gender, the age, the years of service, the positions, and the school sizes in school effectiveness.
5.Internal marketing was closely related to teachers’ job satisfaction.
6.Internal marketing was closely related to school effectiveness.
7.Teachers’ job satisfaction was closely related to school effectiveness.
8.Internal marketing could effectively predict teachers’ job satisfaction.
9.Internal marketing and teachers’ job satisfaction could effectively predict school effectiveness.
10.The path analysis model of the relationship among internal marketing, teachers’ job satisfaction, and school effectiveness in elementary schools fitted better. Internal marketing could positively enhance school effectiveness through the main mediating factor – teachers’ job satisfaction.
Finally, according to the conclusions of the research, the researcher provided suggestions as a reference to educational administration institutes, elementary schools, and future studies.

並列關鍵字

teachers’ job satisfaction ； internal marketing ； school effectiveness

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