The Study among Internal Marketing, Organizational Commitment, Job Satisfaction, and Organizational Effectiveness of Employees in Taipei Sports Center

• Main Authors: Wei Tung-hsuan, 魏彤亘
• Other Authors: Cheng, Chih-fu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/17052013483103991711

碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 99 === The purpose of the study was to reveal the relations among internal marketing, organizational commitment, job satisfaction and organizational effectiveness in Taipei Sports Center nowadays. There were 284 subjects in the study, 284 questionnaires were sent during April 15 to May 10, 2011. Descriptive statistics, one-way ANOVA, multiple stepwise regression and path analysis were used for data analysis. The results were stated as following: 1. The main group of employees in Taipei Sports Center was less than 30 years old, college graduates, and monthly salary from NT 20,001 to 30,000 dollars. 2. Internal marketing, organizational commitment, job satisfaction and organizational effectiveness were slightly higher than average in this study. 3. Operating organization, locations, gender, administration, work task, age, educational background and seniority will, to some degree, affect how employees evaluate internal marketing, organizational commitment, job satisfaction and organizational effectiveness separately. 4. Educational training of internal marketing was the best predictor for employees’ organizational commitment, and internal communication of internal marketing was the best predictor for employees’ job satisfaction and organizational effectiveness. 5. Effort commitment of organizational commitment was the best predictor for employees’ job satisfaction and organizational effectiveness. 6. Internal satisfaction of job satisfaction was the best predictor for employees’ organizational effectiveness. 7. Internal marketing can affect organizational effectiveness directly in Taipei Sports Center, and internal marketing also affect organizational effectiveness through job satisfaction and organizational commitment. Based on the results, Taipei Sports Center should strengthen the internal marketing in order to enhance the organizational effectiveness, and the internal marketing will also help strengthen the organizational commitment and job satisfaction simultaneously, thus the whole organizational effectiveness will be improved.