| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 97 === The purpose of the research is to explore the associations among internal marketing, psychological empowerment, service-oriented organizational citizenship behaviors, and job involvement.
This research sampled from 58 public elementary and junior high schools in Keelung City. 486 staffs were invited to join this research, of them, 478 copies of questionnaire were collected and 456 samples are valid, which yielded 97.9% applicable rate. The returned questionnaires were analyzed by descriptive statistics analysis, correlation analysis and regression analysis.
Major findings are as following:
First, internal marketing activities in organization do have positive effects on their members’ psychological empowerment. The more internal marketing activities introduced the higher would the members be empowered.
Second, among the four dimensions of psychological empowerment, perceived meaning and perceived competence do have positive effects on service-oriented organizational citizenship behaviors. In terms of the other two dimensions, psychological empowerment has considerable impacts on loyalty and participation behavior, but negligible impacts on the behavior of service delivery, while self-determination has no impact at all on service-oriented organizational citizenship behaviors.
Third, the effects of psychological empowerment on job involvement show similar result with the effects of psychological empowerment on service-oriented organizational citizenship behaviors. Perceived meaning and perceived competenc have positive effects on job involvement. Perceived self-determination and perceived impact show no effects on job involvement.
Fourth, the mediating effects psychological empowerment on internal marketing�連ervice-oriented organizational citizenship behaviors and internal marketing �� job involvement are also verified
Based on the findings of the research,some suggestions for educational administration agencies and. study are further proposed.
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