內部行銷認知與學校效能感受之關聯性研究---以桃園縣某高級中學為例

A Study on Relationship between the Perception of Internal Marketing and School Effectiveness----as the Example of one Senior High School in Taoyuan County

李美玲(Mei-Ling Lee)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

摘 要
本研究旨在探討內部行銷認知與學校效能感受之現況及其關聯性，並分析桃園縣某高級中學學校人員在不同背景變項下，內部行銷認知與學校效能感受的差異情形。本研究主要採用文獻分析、問卷調查法，以桃園縣某高級中學學校人員為調查對象，包含校內教職員工及學生等。主要研究工具為「內部行銷與學校效能量表」，利用平均數、標準差、百分比、t檢定、單因子變異數分析、皮爾遜積差相關、逐步迴歸分析等方法，將調查所得資料以SPSS 12.0 For Windows統計套裝軟體程式進行調查資料的統計分析。
本研究之研究結果如下：
壹、桃園縣某高級中學學校人員所覺知的內部行銷屬於良好的程度。
貳、桃園縣某高級中學學校人員所覺知的學校效能屬於良好的程度。
參、桃園縣某高級中學行政人員對於內部行銷認知與學校效能感受不會因行政人員的性 別、年齡、教育程度、服務年資而產生顯著差異。
肆、桃園縣某高級中學教師對於內部行銷認知不會因教師的性別、年齡、教育程度、服務年資而產生顯著差異；對於學校效能感受教師會因性別而產生顯著差異。
伍、桃園縣某高級中學學生對於內部行銷認知與學校效能感受會因學生的性別、就學年級而產生顯著差異。
陸、桃園縣某高級中學不同職務的學校人員對於內部行銷認知與學校效能感受有顯著差異。
柒、桃園縣某高級中學的內部行銷認知與學校效能感受具有顯著正相關。
捌、桃園縣某高級中學的內部行銷認知對學校效能感受具有預測作用，其中以「優質環境」為最主要的預測變項。
最後根據研究結果提出具體建議以作為桃園縣某高級中學及教育應用上之參考。

關鍵字

內部行銷；高級中學；學校效能

並列摘要

The study aimed to investigate the status quo and relationship between the perception of internal marketing and school effectiveness of one high school’s faculty with different backgrounds in Taoyuan County. Questionnaires and interviews among the faculty and students in one senior high school in Taoyuan County were conducted in this study. The data of the survey study were analyzed by SPSS program including average, standard deviation, percentage, t-test, one way ANOVA, Pearson product- moment correlation, and multiple-stepwise regression. Then, the results of statistics were complied by SPSS12.0 for windows software investigating in Statistical analysis. In order to achieve the purpose, this study mainly employed the interview survey and document analysis. Based on the results of survey and document analysis, conclusions were summarized as follows:
1. The perception of internal marketing of one senior high school in Taoyuan is developed well.
2. The school effectiveness of one senior high school in Taoyuan is developed well.
3. Among variables of different backgrounds, administrative staffs don’t have higher perception of internal marketing of the school than that of other groups obviously.
4. Among variables of different backgrounds, teachers don’t have higher perception of internal marketing of school than that of other groups obviously. However, among variables of different backgrounds, teachers have higher perception of school effectiveness than that of other groups obviously.
5. Among variables of different backgrounds, students have higher perception of internal marketing of school than that of other groups obviously.
6. According to different working positions in one senior high school in Taoyuan, the faculty have higher perception of internal marketing of school than that of other groups obviously.
7. The positive correlations are shown between the perception of internal marketing and school effectiveness in one senior high school in Taoyuan.
8. The relationship between the perception of internal marketing and school
effectiveness can be positively predicted and, especially, “excellent environment” is the main variable of predictor.

並列關鍵字

Internal marketing；Senior high school；School effectiveness

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