The study of Internal Marketing Strategies’ Influential Progress on Organization Commitment – Take the Elementary Schools in Tainan City and Tainan County for Examples

• Main Authors: Yue-nan Chen, 陳岳男
• Other Authors: Shueh-Chin Ting
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/01665111100781274884

碩士 === 國立臺南大學 === 教育經營與管理研究所 === 95 === The main ideas of school internal marketing strategies come from the concepts of enterprise marketing: the subjects are school staffs, school principles utilize the strategies of communication and encouragement to consign organization missions to school staffs, and expect them to develop the positive attitudes toward their organization, in further to do their utmost to create the organization’s achievements. Therefore, how to make use of internal marking strategies to cohere the common consensus among the school staffs can be an important way of school administration operation. However, nowadays among the domestic literature and references , fewer related researches were discussed about the association between school internal marking strategies and staffs’ attitudes. Therefore, it becomes the first motivation and main purpose of this study. This study is to discuss about the process how the elementary school principles’ internal marking strategies influence the school staff’s organizational commitment. The cases are elementary school stuffs in Tainan City and County. 65 elementary schools are chosen by random sampling. The total subjects of the school staffs are 567. Questionnaire study is adopted in this study. The retrieved questionnaires are 498. 403 among them are efficient. Therefore 71.1% of the questionnaires are valid. SPSS statistical program is used on the data treatment, including exploratory factor analysis, confirmatory factor analysis, and reliability analysis. After the analysis, high reliability and validity of the scale are confirmed. About the causality relation among the variables, statistical program like LISREL and Structural Equation Modeling are used to examine the hypotheses. The findings and results derived from the research are summarized as the following: 1.About elementary school stuffs in Tainan City and County, their awareness of elementary school principles’ internal marketing strategies and the situations of personal job competency, work motivation, job involvement, job satisfaction, and organizational commitment, the outcomes show high degree level. 2.About the relationship among elementary school principles’ internal marketing strategies and the stuffs’ job competency, work motivation, job involvement, job satisfaction, and organizational commitment, the variables analysis results of Structural Equation Modeling show as the following: (1)The implement of school internal marketing strategies has directly positive influence on the stuffs’ job competency. (2)The implement of school internal marketing strategies has directly positive influence on the stuffs’ work motivation, and it will have indirectly positive influence on the stuffs’ work motivation through the intermediary of stuffs’ job competency. (3)School stuffs’ job competency has positive influence on their work motivation. (4)School stuffs’ job competency has positive influence on their job involvement, and it will have indirectly positive influence on the stuffs’ job involvement through the intermediary of stuffs’ work motivation. (5)School stuffs’ work motivation has positive influence on their job involvement. (6)School stuffs’ job involvement has positive influence on their job satisfaction. (7)School stuffs’ job satisfaction has positive influence on their organizational commitment. (8)The implement of elementary school principles’ internal marketing strategies has positive influence on their organizational commitment through the process of school staffs’ job competency, work motivation, job involvement, and job satisfaction.