A Study on the Relationship between Internal Marketing and Job Involvement of Elementary Schools in Taichung City : The Psychological Contract as a Moderator

• Main Authors: Chi,Yu-Ling, 紀玉玲
• Other Authors: Chen,Chun-Shou
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/9t5j56

碩士 === 修平科技大學 === 人力資源管理與發展碩士班 === 104 === The present research was aimed at the influence on teacher’ Job Involvement by using Internal Marketing as the independent variable and proceeded with a further discussion on the moderate effect of The Psychological Contract. The survey research method was adopted. This study employed elementary school teachers in Taichung as the research objectives and a questionnaire survey methodology was conducted. The participants in the study comprised 400 teachers. 387 questionnaires were received with the reply, in which 373 questionnaires were valid, with an overall valid response rate of 93.25%. The statistical techniques were descriptive statistic, confirmatory factor analysis, and then hierarchical multiple regression analysis was performed to analyze the moderate effect. Besides the following conclusions, some recommendations were provided in terms of practical applications and for future research. The results are as follows： 1. Internal marketing has a significant positive effect on job involvement. 2. There is a partial moderate effect of psychological contract on the relationship between internal marketing and job involvement. Keywords: internal marketing, psychological contract, job involvement