[[alternative]]The Study of Relationship among Internal Marketing, Job Satisfaction and Organization Commitment—The Example of Senior High School in Taichung Area

碩士商業教育學系[[abstract]]台灣人口結構型態的轉變已悄悄來到，面對台灣少子化人口趨勢，在新生兒出生數持續低迷情況不變下，未來學校的學生來源勢必大幅減少。近幾年教育環境丕變，不論學校或其教職員的壓力亦隨之增加，學校當局實應加強學校與教職員間之溝通，提高員工工作滿意度，才能爭取教職員對學校的認同與支持，故本研究欲瞭解學校的內部行銷現況，並透過瞭解學校教職員之工作滿意度，以對於組織承諾的影響。 除了文獻探討的理論分析外，並採用問卷調查及統計分析方式，以瞭解台中地區高中職教職員內部行銷、工作滿意與組織承諾之關係的實際狀況，進行問卷調查法，而後蒐集研究資料，計發出問卷共900份，回收問卷571，扣除無效問卷21份，有效問卷為550份，故有效回收率為61﹪。再以統計軟體SPSS 10.0進行 描述性統計、獨立樣本t檢定、單因子變異數分析、相關分析與迴歸分析等統計方法，並得到以下結論： 一、在不同的個人背景變項，除了性別外，其他的背景變項均會對內部行銷感受產生差異；工作滿意方面，年齡與服務年資則表現出顯著差異；組織承諾的部分，不同的服務年資與職位的組織承諾會有所不同。 二、內部行銷、工作滿意與組織承諾之相關性中，各變項之間均呈現出正向之關係性。 三、內部行銷、工作滿意與組織承諾的影響性中，內部行銷對於組織承諾具有其解釋力，但若加入工作滿意作為中介效果，則對於組織承諾之解釋力將更為提高。 根據研究發現與結論，建議學校當局應重視學校內部行銷的落實，同時提高學校成員之工作滿意，將有助於教職員對學校組織承諾的提昇。[[abstract]]Fueled by the highly-developed industrialization and the change of social values and life-style, the birth rate and total fertility decline seems unstoppable in this island. This trend plus the rapid change of educational environment put a lot of pressure on the school administrations who therefore, should be engaged to enhance the communication with the staff and faculty to raise their job satisfaction and earn their support. This study is aimed to investigate the internal marketing of these schools and how the job satisfaction affects organization commitment. 900 questionnaires were sent to the staff and faculty of the schools usable questionnaires returned, with 61% valid return rate. The data were collected and analyzed by using descriptive statistics analysis, t-test, one-way ANOVA, Pearson correlation, and regression. According to the finding, the conclusions were summarized as follows: The results indicated that: (1) Significant differences between the demographic variables, except for gender, were identified in association with the internal marketing. In job satisfaction, significant differences between age and length of service were found. The level of organization commitment differed significantly between different lengths of service and positions. (2) There is a positive and significant relationship between the internal marketing, job satisfaction, and organization commitment. (3) The internal marketing contributed significantly to the prediction of organizational commitment. Moreover, job satisfaction as mediating effect reinforced the relationship between internal marketing and organization commitment. According to the findings, the school administrations should emphasize the internal marketing and raise the job satisfaction of the staff and faculty, which will elevate their organizational commitment toward the school