The Influence of Internal Marketing on Teacher''s Job Satisfaction: Using Teacher''s Trust in Principal and Teacher''s Working Stress as Moderators

• Main Authors: Chia-chin Lee, 李佳瑾
• Other Authors: Shueh-chin Ting
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/06237334605042232240

碩士 === 國立臺南大學 === 教育經營與管理研究所碩士班 === 100 === Teachers with high job satisfaction can show better teaching effectiveness, and obtain identification and satisfaction from parents and members of the community. In addition, management literatures demonstrated that the emphasis of internal marketing is attaching importance to employees, treating employees as internal customers, and internal marketing has a positive influence on employees. According to prior researches, this study will discuss whether the internal marketing in elementary schools will direct influence teacher''s job satisfaction, and further, whether teachers’ trust in their principal and working pressure will moderate the relationship between internal marketing and teacher''s job satisfaction. The study is based on the formal teachers of public elementary schools in Tainan and Kaohsiung City. And the samples are acquired through stratified purposive sampling method. In this research, the researcher sent out 600 questionnaires and got 324 effective questionnaires back. Hence, the rate of effective questionnaire return is 54%. After the questionnaires pass the test of confirmatory factor analysis by linear structural relationship model (LISREL), then uses the computer software SPSS 14.0 version to conduct the hierarchical regression analysis to understand the moderating effect of teachers’ trust in their principal and working pressure on the relationship between internal marketing and teacher''s job satisfaction. The findings of this study are as follows: 1. Internal marketing has positive impacts on teacher''s job satisfaction. 2. When teachers have a higher trust in the integrity, benevolence and competence of their principal, internal marketing has more positive impacts on teacher''s job satisfaction. 3. When teachers are more aware of work overload and lack of professional knowledge, internal marketing has less positive impacts on teacher''s job satisfaction. 4. When teachers have more consciousness of adverse interpersonal interaction, internal marketing has more positive impacts on teacher''s job satisfaction. According to the research results, conclusions and suggestions are given to educational authorities, schools and future researches as a reference. Keywords: internal marketing, job satisfaction, trust, working stress