高雄市偏鄉小學教師內部行銷與組織承諾關係之研究

A Study of the Relationship between Internal Marketing and Organizational Commitment for Remote Elementary School Teacher in Kaohsiung City

楊瑞霞(Jui-Hsia Yang) ； 丁學勤(Shueh-Chin Ting)

《教育經營與管理研究集刊》 10期 (2014/01) Pp. 93-127

https://doi.org/10.6713/BEEM.201401_(10).0004

摘要

本研究在探究高雄市不同背景的偏鄉小學教師，其內部行銷知覺與組織承諾是否有所差異，以及內部行銷對教師態度性組織承諾與交換性組織承諾的影響。本研究以高雄市內所有偏鄉小學47所學校為主，抽取教師共235人作為本研究之樣本，經研究結果發現：男性教師在內部行銷知覺之內部溝通上顯著高於女性教師；服務年資16年的偏鄉小學教師，其內部行銷知覺之管理支持、激勵獎酬與教育訓練上顯著較高，且在態度性組織承諾和交換性組織承諾上，皆顯著高於年資5年以下與6－10年之教師；兼主任的教師，其內部行銷作為之內部溝通和態度性組織承諾顯著高於兼組長的教師；內部行銷知覺中的激勵獎酬、內部溝通與教育訓練，有助於教師態度性組織承諾的提升；內部行銷知覺中的激勵獎酬與內部溝通構面，對教師交換性組織承諾有正向影響。

關鍵字

內部行銷 ； 組織承諾 ； 學校行銷

並列摘要

This study aims to research how different the elementary school's teachers of remote areas with diverse backgrounds are in the perception of the internal marketing and organizational commitment. This study focuses on the 47 elementary schools of the remote areas within the city, randomly selecting 235 teachers to be the samples of this study. And according to this research, it is found that:In terms of the internal communication in the internal marketing perception, male teachers are significantly better than female teachers.. In terms of the management, support, encouragement, rewards, and educational training of the internal marketing perception, the elementary school teachers in remote areas who have served over 16 years are remarkably better than others. In addition, in terms of the organizational commitment in attitudes and the organizational commitment in exchange, they are significantly better than the teachers serving for less than 5 years and the teachers serving for 6-10 years. In terms of the inner communication in inner sales and the organizational commitment in attitudes, the teachers with the title of a director are better than the teachers with the title of section heads. Encouragement and rewarding, internal communication and educational training in the internal marketing perception can help elevate teachers' organizational commitment in attitudes. Encouragement and rewarding, and the internal communication in the internal marketing perception have a positive influence on teachers' organizational commitment in exchange.

並列關鍵字

internal marketing ； organizational commitment ； school marketing

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