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題名:國民小學內部行銷與教師的服務導向組織公民行為之研究—以工作價值觀、領導者與部屬交換關係為中介變項
作者:郭乃禎
作者(外文):Nai-chen Kuo
校院名稱:國立臺南大學
系所名稱:教育學系教育經營與管理博士班
指導教授:丁學勤
學位類別:博士
出版日期:2013
主題關鍵詞:領導者與部屬交換關係工作價值觀內部行銷服務導向組織公民行為work valuesleader-member exchangeinternal marketingservice-oriented organizational citizenship beha
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近年來受到少子化的衝擊,使得國民小學減班及教師超額的問題日益嚴重,為了提高學校的競爭力,學校都希望第一線的教師能有服務導向的組織公民行為,已有研究顯示國小校長對教師推行內部行銷,能促進教師展現服務導向組織公民行為,不過其中的理由不甚清楚。本研究提出工作價值觀及領導者與部屬交換關係兩個中介變數,作為內部行銷為什麼會影響服務導向組織公民行為的解釋機制。
本研究以台南市公立國民小學教師為研究樣本,採分層比例立意抽樣方式,抽取872名教師進行問卷調查,共回收有效問卷673份,並利用線性結構關係模式(LISREL)進行二階驗證性因素分析以檢驗衡量的信效度;再進行路徑分析以驗證內部行銷對教師服務導向組織公民行為的直接效果,及以工作價值觀、領導者與部屬交換關係為中介變項的間接效果;最後以巢狀競爭模式進行數個模式比較,找出最理想模式。
本研究發現國小校長對教師推行內部行銷,除了會直接幫助教師產生服務導向組織公民行為,內部行銷也會經由增進領導者與部屬交換關係,進而提升教師工作價值觀,最後產生教師服務導向組織公民行為。
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.
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