The Influences of Internal Marketing and Employee Branding on Job Satisfaction：A Study of National High School in Central Taiwan

• Main Authors: Chen-yin Wang, 王貞尹
• Other Authors: Long-kwei Kang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/67974992265054826835

碩士 === 國立彰化師範大學 === 商業教育學系 === 98 === Employee brand was used as an intervening variable in the study to explore the mediating effects of school internal marketing on the job satisfaction for school administrators.The questionnaire survey method was used to collect data and the participants in the study were selected by stratified random sampling from full-time school administrators in Taichung City and County, Changhua County, and Nantou County during the 2009-2010 school year. There were 600 questionnaires sent to the partici- pants. Many statistic methods such as analysis of moment structure, confirmatory factor analysis, goodness-of-fit test were used to test whether the path coefficients of variables among the internal marketing, employee brand, and job satisfaction are significant. The path diagram was illustrated to show the possible causality among variables. The major conclusions are listed as follows: 1.There is positive effect of school internal marketing on job satisfaction for school administrators. 2.There is positive effect of internal marketing on employee brand. 3.There is positive effect of employee brand on the job satisfaction for school administrators. 4.There are mediating effects of employee brand on the job satisfaction for school administrators. Finally, based on the research findings and results, some suggestions are made to improve administration for school organizations.