| Summary: | 博士 === 國立臺南大學 === 教育學系教育經營與管理博士班 === 101 === The impact of low birth rate makes the problems of elementary school class reduction and surplus teachers be increasingly serious in recent years. In order to improve the competitiveness of the school, schools hope their first-line teachers have service-oriented organizational citizenship behavior. Studies have shown elementary school principals could promote teachers to show service-oriented organizational citizenship behavior through implementing internal marketing, but the reasons are unclear. This study proposes two mediating variables of work values and leader-member exchange as an explaining mechanism of why internal marketing would affect service-oriented organizational citizenship behavior.
This study is based on teachers of public elementary schools in Tainan City. 872 teachers are drawn through stratified proportional purposive sampling method, and 673 questionnaires are valid. Using linear structural relationship model (LISREL), this study conducts the second-order confirmatory factor analysis to test the reliability and validity of measurement. It also uses LISREL to conduct path analysis to verify the direct impact of internal marketing on teachers'' service-oriented organizational citizenship behavior, and the indirect impact of work values and leader-member exchange as mediators. Finally, it uses Nested Competing Structural Equation Models to compare various models and get the best model.
The study finds that elementary school principals'' internal marketing implementation to teachers not only directly help teachers to produce service-oriented organizational citizenship behavior, but also via improving leader-member exchange and then enhancing teachers'' work values and finally make teachers to produce service-oriented organizational citizenship behavior.
|
|---|
