本研究旨在瞭解國民小學內部行銷、組織文化、組織承諾之現況;其次探討不同背景變項在內部行銷、組織文化、組織承諾的差異情形。 本研究採用文獻分析法、問卷調查法,以「內部行銷、組織文化對組織承諾影響關係之調查問卷」爲研究工具,並以新竹縣市之國小教師爲主要研究對象,問卷計發出729份,回收531份,有效問卷529份,回收率72.8%。調查結果應用SPSS/13.0統計套裝軟體進行分析,研究結果發現,服務年資、教育程度、現任職位及學校規模因素,在整體內部行銷知覺上有顯著性差異;現任職位及學校規模因素,在整體組織文化知覺上有顯著性差異;年齡、服務年資及現任職位因素,在整體組織承諾知覺上有顯著性差異。
The primary purpose of this study was to understand the situation of internal marketing, organization culture, and organization commitment. In addition, this study attempted to examine the differences among internal marketing, organization culture, and organization commitment with different teacher’s background variables. This study adopted research methodologies of literature review and questionnaire survey. The research instrument was a ”the Relationship of Organization Commitment between Internal Marketing and Organization Culture Questionnaire”. The subjects were the elementary teachers in Hsinchu county and Hsinchu city. The researcher sent 729 questionnaires, and receiver 531 responses. There were 529 valid responses; therefore the response rate was 72.8%. All the quantitative data was analyzed by SPSS/13.0 version. The research findings, the internal marketing has significant difference in variables such as seniority, level of education, duties, school size. The organization culture has significant difference in variables such as duties and school size. The organization commitment has significant difference in variables such as age, seniority, duties.