| Summary: | 碩士 === 中華大學 === 企業管理學系 === 106 === Due to the rapid changes in society, the impact of educational liberalization and the declining birthrate, the school choices of parents are increasing, which increases the pressure on school education organizations to face competition. By the internal marketing strategy, the school principals communicate the vision, philosophy and organizational tasks of the school to the faculty, so that the faculty can identify and positively agree with the school organization and strengthen the consensus of the members of the organization. Focusing on improving job satisfaction and enhancing mutual trust to maintain organizational talent retention or reduce turnover rate has become an issue of concern to the education community.
The purpose of this study was to investigate the relationship between internal marketing, job satisfaction, organizational commitment and turnover intention. The primary school faculty members in Hsinchu County were selected for the study. The questionnaires survey method were adopted. The questionnaires were issued from the end of November 2017 to the end of January 2018, and a total of 365 copies were issued. The total number of valid questionnaires was 339, and the effective recovery rate was 92%.
The study revealed that internal marketing is positively affecting organizational commitments, job satisfaction is positively affecting organizational commitments, and organizational commitment negatively significantly affects turnover intentions. This study suggests: (1) Internal marketing effectively enhances the commitment of teachers' organizations. Therefore, school principals and administrative organizations should implement internal marketing so that teachers can identify with schools and reduce their turnover intentions. (2) Teacher job satisfaction is positively affecting organizational commitments. Schools should pay attention to communication between administrators and teachers, listen to the teachers' voice and give appropriate decisions. The teachers will be more committed to the school organization and let the teachers identify and trust the school. Finally, this study will be based on the results of empirical research for reference by educational authorities, teacher training institutions, schools, teachers, and future research.
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