واقع أداء أقسام الإتصال المؤسسي بإدارات التعليم‏ في المملكة العربية السعودية في ضوء نموذج التميز الأوروبي ‏‏

Abstract

ABSTRACT

The study aimed to explore the current performance status of institutional communication departments within the education directorates in the Kingdom of Saudi Arabia, in light of the European Excellence Model (EFQM 2020). The research adopted the descriptive survey method, with a sample consisting of 391 randomly selected individuals, including directors, supervisors, and coordinators of educational media. A questionnaire was utilized as the primary tool for data collection.

The results indicated that the overall performance of institutional communication departments, as evaluated against the EFQM 2020 model, was at a moderate level, with a general mean score of (3.22). The dimension of “Strategic and Operational Performance” scored the highest with a mean of (3.69), followed by “Stakeholder Perceptions” with a mean of (3.57), both rated as high. The remaining dimensions were rated as moderate, while the lowest-scoring dimension was “Performance Management and Transformational Leadership” with a mean of (2.74). The findings also revealed no statistically significant differences in participants’ responses based on years of experience in educational media or educational qualification. However, statistically significant differences were found based on job title, in favor of "Directors of Institutional Communication Departments / Heads of Departments" compared to "Educational Media Supervisors" and "Media Coordinators."

The study recommended the development of professional competencies for staff working in media and institutional communication departments to enhance performance levels and meet the criteria of institutional excellence as per the EFQM 2020 model.

Keywords: Performance Status, Institutional Communication, Education Directorates, Kingdom of Saudi Arabia, European Excellence Model EFQM 2020.