A Study on the Relationship Among Teachers’ Cognition of Principals’ Service-OrientatedLeadership, Internal Marketing and Teachers’Recognition toward the School：Examplesof Elementary Schools in NorthernTaoyuan

• Main Authors: Chien-Ming Chen, 陳建名
• Other Authors: Juin-Cherng Lu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/kthtef

碩士 === 國立臺北教育大學 === 教育經營與管理學系 === 102 === A Study on the Relationship Among Teachers’ Cognition of Principals’ Service-OrientatedLeadership, Internal Marketing and Teachers’Recognitiontoward the School： Examplesof Elementary Schools in NorthernTaoyuan Abstract This study is aimed to explore the interrelationship among teachers' cognition of principals’ service-oriented leadership, school internal marketing and teachers' identity with schools An analysis of the relationshipbetween public elementary principals’ service-oriented leadershipand school internal marketing is made in the first place, nextit analyzes the relationshipbetween school internal marketing and teachers’ self- identification with schools;finally it discusses the relationshipbetween public elementary principals’ service-oriented leadership through internal marketing and teachers’ self identification with schools. By means of Questionnaire Survey,this study conducts an investigation on qualified public elementary teachers inNorthernTaoyuanCounty.With 258 valid samples whose availabilityrate is 71%, 365 teachers of 15 schools were selectivelyinvestigated as the subjects to a Stratified Random Sampling Method. “Questionnaire of Relationship amongPrincipals’Service-oriented Leadership, School Internal Marketing Deed andTeachers’ Identity with Schools" is the research tool designed by the researcher to collect the required information,constructingstatistical methodsfor descriptive statistic analysis, reliability analysis, and appropriate validation of concepton the basis of the survey results.Theresults are achievedas follows: 1.Teachers' cognitive acknowledgement of principals’ service-oriented leadership influences school internal marketingdeed positively and significantly. 2. Teachers' cognition of school internal marketing deedhas significant positive influence on teachers’ identity with schools. 3.Teachers' cognition of principal service-oriented leadership has a significant and positive influence on teachers’ identity with schools. 4.Principals’ service-oriented leadership through internal marketing is of significant and positive influence on teachers' identity with schools. According to the study results, the following conclusionsare achievedby the researcher: A. The practice to show caring empathy for teachers' workload in their shoes is helpful todevelop schools’planned administration. B.Smooth multiplecommunications among teachers are provided to encourage teachers to developthemselves in advanced studies, enabling them to concernmore about the school. C.By carrying out school internal marketingas an intermediary,principals’ service-oriented leadership fortifiesteachers' recognition to the school. Finally, on the basis of research conclusion,this research provides practical implicationsfor the competent educational authority, school administratorsand researchers as a referencein the future. Keywords:Service-orientedLeadership,Internal Marketing, Identity with School