內部行銷與組織承諾關聯性之研究-以桃園某私立幼兒園為例

近年來，幼兒園的教育越來越朝向多元且國際化發展，教育改革不斷持續更新，家長對於教師師資選擇、教育品質及教學模式要求越來越多樣化，在面對此不斷更新的環境衝擊下，其教學壓力逐漸增高，導致於改變教職人員教學的心態，有更多的幼教人員不如往日有熱誠，甚至想過離開任職的幼兒園。當今教育制度一次次的改革抨擊，對於私立幼兒園教職人員的內部行銷與組織承諾關聯性為何？本研究企圖了解內部行銷是否有助於員工對於組織的承諾？此兩者的關係可能與員工的年資長短以及調節焦點有關，故本研究並以員工的年資(較長/較短)以及調節焦點(促進焦點/預防焦點)為干擾變項，以桃園地區某私立幼教120位教師為抽樣對象。研究結果顯示，內部行銷對於組織承諾有正向顯著的影響，而年資較淺者，內部行銷與組織承諾之關係強過年資較長者。本研究結果可提供相關業者參考，並以此做出因應對策改進員工的行為。

關鍵字

內部行銷；組織承諾；調節焦點；幼兒園

並列摘要

In recent years, kindergarten education has become more and more diversified and internationalized. Educational reform has been continuously updated. Parents have increasingly diversified requirements for teacher selection, educational quality and teaching mode. Faced with the impact of this constantly updated environment , It teaching pressure has gradually increased, resulting in a change in the teaching mentality of the faculty. More preschool educators are not as enthusiastic as in the past, and even thought about leaving the kindergarten where they work. Nowadays, the reform of the education system is criticized again and again. What is the relevance of internal marketing and organizational commitments to private kindergarten staff? This is the motivation of this research. Does internal marketing contribute to the employee's commitment to the organization? This may be related to the staff's seniority and adjustment focus. This study explores whether internal marketing affects organizational commitment, and uses employee seniority (longer/shorter) and adjustment focus (promotion focus/prevention focus) as interference variables. Taking 120 teachers from a private preschool education in Taoyuan area as the sample, the research results show that internal marketing has a positive and significant impact on organizational commitment. The results also provide some suggestions for related organizations and makes countermeasures to improve employee behaviors.