| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 98 === Owing to the decreasing numbers of children in each household, and the increasing openness of educational market, the elementary schools must take more proactive managerial strategies to enforce school effectiveness and competitiveness. Therefore, this research utilizes the effects of internal marketing, principals'' transformation leadership and organizational commitment on school effectiveness, to explore how the organizational management and behaviors in the elementary schools influence the developments of the teachers and schools. Our research method includes literature reviews and questionnaire surveys, while our interviewees are three hundred and eighty incumbent teachers from the elementary schools in Yunlin County. In addition, we use reliability analysis, factor analysis, correlation analysis and regression analysis as our research tools to analyze the collected data, and test the hypotheses of the research.The research findings showed that:
1. Internal marketing and principals'' transformation leadership had a significant influence on organizational commitment.
2. Internal marketing, principals'' transformation leadership and organizational commitment also influence school effectiveness significantly.
3. The mediating effect of organizational commitment partly existed between internal marketing and school effectiveness.
4. The mediating effect of organizational commitment also partly existed between principals'' transformation leadership and school effectiveness.
5. The moderating effect of organizational open climate on internal marketing and school effectiveness is unsupported.
This research suggests that the school should carry out the management of internal marketing, training and organization commitment, and nurturing the customer-oriented sense of teachers, promoting the overall organizational service climate, in order to get long-term profit and competitive edge for the school.
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