A Study of the Relationships among Internal Marketing, job morale and Administrative Effectiveness of Elementary School in Taoyuan County.

• Main Authors: CHEN CHUAN-CHUAN, 陳全權
• Other Authors: Jin-Li Su
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/07602195405129119187

碩士 === 國立新竹教育大學 === 人資處教育行政碩士專班 === 101 === Abstract The purpose of the research is to explore the recent situation and relationship among internal marketing, job morale and administrative effectiveness of elementary school teachers in Taoyuan County. Questionnaire is adopted as the method of research.804 people from 60 public elementary schools in Taoyuan County are served as samples. 713 copies of the 804 questionnaires issued were returned and among them, 677 copies were valid. The valid questionnaires are 84.2% of all the questionnaires distributed. The collected data is analyzed for the hypothesis test through factor analysis, reliability analysis, descriptive statistics, the t-test, one-way ANOVA, Pearson’s product-moment correlation, and Stepwise Multiple Regression Analysis. The major findings of this research are as follows: 1. At present, the internal marketing perception, job morale, and administrative effectiveness of elementary school teachers are all below mean range with the satisfactory . 2. Male teachers with higher academic credentials demonstrate higher internal marketing and administrative effectiveness. 3. Elementary school teachers who are holding concurrent jobs of deans, working at school in remote districts or schools that hold less than 24 classes exhibit higher internal marketing, job morale and administrative effectiveness. 4. Elementary school internal marketing, job morale and administrative effectiveness are closely related. 5. Elementary school internal marketing can predict job morale, internal marketing and job morale can predict administrative effectiveness. Finally, specific recommendations based on research results are provided for administrative education authorities, elementary school administration and future researchers as references. Keywords: internal marketing, job morale, administrative effectiveness