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研究生:盧香如
研究生(外文):Lu Hsiang Ru
論文名稱:大學行政人員內部行銷、工作滿足及工作績效之關聯性研究─以某大學為例
指導教授:謝俊雄謝俊雄引用關係
學位類別:碩士
校院名稱:高苑科技大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:82
中文關鍵詞:內部行銷工作滿足工作績效
外文關鍵詞:Internal marketingJob satisfactionJob performance
相關次數:
  • 被引用被引用:85
  • 點閱點閱:758
  • 評分評分:
  • 下載下載:303
  • 收藏至我的研究室書目清單書目收藏:9
近年來,由於國人生育率逐年降低及教育部放寬設立大專校院門檻,使得大學錄取率相對提高,考上大學已非一件困難之事,但同時學生的素質相對令人感到憂心。對此情況,教育部亦開始以評鑑為手段,制定相關退場機制,各大學壓力之大如腹背受敵。因此,各校均絞盡腦汁設法想提高自我聲望及厚實各項措施和設備,藉此吸引高品質的學生,亦希望通過學校評鑑之門檻。而在提高聲望及厚實措施和設備的策略中,學校組織達到目標的程度端賴學校中的每一份子的表現,不管是教師、行政人員、在校生或畢業生,均能產生影響。在眾多影響中,行政人員的表現結果,是較易控制及評估。行政人員的工作績效影響著學校組織的經營績效,因此組織如何提高行政人員之績效,此乃一重要課題。
本研究主要在於探討大學行政人員的內部行銷、工作滿足及工作績效間的影響情形,及內部行銷是否會經由工作滿足來影響工作績效,希望能將本研究的結果及其建議,提供大學行政或其他教育機構作為參考。
本研究以某大學全校行政人員(不含二級主管及工友)145位為受測對象(母體),採普查方式,其中3位拒絕填答,無效問卷3份,共計回收139位有效樣本,有效問卷回收率為95.8%,資料整理之後分別以描述性統計(平均數和標準差)、差異分析(t檢定和單因子變異數分析)及多元迴歸分析等統計方法,以瞭解各研究假設考驗的結果。研究結果發現:
(1)不同性別及不同職級之行政人員在內部行銷、工作滿足及工作績效各研究構面有相同之看法。而不同年齡、婚姻狀況、教育程度及服務年資在此三構面中均有部分看法不同。
(2)內部行銷、工作滿足與工作績效三個構面間有部分顯著相關性存在。
(3)除內部行銷對工作績效無顯著影響存在外,內部行銷對於工作滿足及工作滿足對於工作績效有顯著正向影響。
(4)內部行銷不會經由工作滿足影響工作績效。
In recent years, birth rate in Taiwan reduced every year and Ministry of Education broadens the limit of founding institutions of colleges and universities, which make the admission rate in Taiwan rises relatively. It is not difficult to study in university anymore, but it makes people worry about the quality of students at the same time. To this situation, Ministry of Education begins to do the educational evaluation as a withdrawal mechanism, every university faces pressure from both sides. So, in order to attract top students, universities rack their brains try to improve reputation and advance every measures and equipment hope to pass the educational evaluation. In the strategies to improve reputation and advance measures and equipment, and the educational evaluation depends on every member. All the faculty, students or graduates can cause effects. The faculty’s performance is easier to control and assess among all the influencing factors. The faculty’s job performance influences the operating performance of educational institution, so how to improve the faculty’s performance is an important issue.
This research consists in probing into the influence situations among faculty’s internal marketing, job satisfaction, and job performance of the university, and if job performance influences job performance through job satisfaction. Hope this research result and advice could offer to the university administration or other educational institutions for reference.
This research bases on the 145 staff of some University (except second-level directors and fellow workers) as target (population) with general survey. Among all the questionnaires, three refuse to fill out and answer, three invalid questionnaires, totally retrieved 139 effective questionnaires. The rate of retrieving effective questionnaires is 95.8%. After data processing, in order to understand the research result of every hypothesis, separately using Descriptive Statistics (average and sigma), Variance Analysis (t test and One-Way ANOVA) and multiple-regression-analysis, etc. The research results are as follows:
(1) Staff which in different genders and levels of position has the same viewpoints toward internal marketing, job satisfaction, and job performance. And, staff in different ages, marital status, education level, and years of service all has different viewpoints toward these three items.
(2) There are some significant relation among internal marketing, job satisfaction, and job performance.
(3) Except internal marketing has no significant influence on job performance, internal marketing has significant positive influence on job satisfaction and job satisfaction has significant positive influence on job performance.
(4) Internal marketing does not influence job performance through job satisfaction.
第一章 緒論
第一節 研究背景與動機……………………………………………… 1
第二節 研究目的與流程……………………………………………… 2
 第二章 文獻回顧
第一節 內部行銷……………………………………………………… 4
第二節 工作滿足………………………………………………………10
第三節 工作績效………………………………………………………14
第四節 內部行銷、工作滿足及工作績效間關聯性之相關研究……19
 第三章 研究方法
第一節 觀念架構………………………………………………………22
第二節 構面變項之操作性定義與測量………………………………22
第三節 研究假設………………………………………………………26
第四節 研究樣本與時間………………………………………………27
第五節 資料分析方法…………………………………………………28
第六節 問卷預試………………………………………………………29
 第四章 個案介紹 …………………………………………………41
 第五章 資料分析與結果
第一節 各研究變項的描述性統計……………………………………43
第二節 「背景變項」在各研究變項中差異性之分析………………44
第三節 各研究變項之相關分析………………………………………50
第四節 各研究變項之迴歸分析………………………………………52
 第六章 結論與建議
第一節 研究結論………………………………………………………58
第二節 建議……………………………………………………………59

參考文獻
中文部分…………………………………………………………………62
英文部分…………………………………………………………………63

附錄
正式問卷…………………………………………………………………70
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