Organizational Excellence Model by Examining the Effects of Human Resources Competencies in the Marketing of Educational Services

Subject Areas : Human Capital Empowerment

Saeed Talebi ¹ , Seyyed Mahmoud Shabgoo Monsef ² , kambiz shahroodi ³ , Farzin Farahbod ⁴

1 - Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
2 - Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
3 - Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
4 - Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

Received: 2022-11-11 Accepted : 2023-01-28 Published : 2024-02-20

Keywords: Human Resources, Educational institutions, competence, organizational excellence model, EFQM 2020, Educational marketing,

Abstract :

UNESCO considers education to be the key to the development of societies. The current growing competitive environment also made educational institutions compete. Due to the importance of educational institutions that play a fundamental role in society's development, it is necessary to select competent human resources in these institutions. The current research aims to investigate the effect of human resources competencies on the educational marketing approach in the Organizational excellence model and to present the Organizational excellence model based on competence in educational institutions. The current research is operational in terms of purpose and descriptive in correlation type. Its statistical community consists of experts and specialists in the specialized education field in the water and electricity industry of Iran in the technical education institute of the water and electricity industry number of 60 people; from this population, a sample of 50 people was chosen. The collected data, a questionnaire derived from the criteria and sub-criteria of the EFQM 2020 standard model, was used, whose reliability was determined by calculating Cronbach's alpha formula. The construct questionnaire validity was also selected by confirmatory factor analysis. Smart-PLS statistical software used the partial least squares method to analyze the obtained data and statistical confirmation of the model and its validation. The path coefficients' results indicate a significant relationship between the variables of human resource competence and organizational excellence. Also, the fit indices of the model suggest that the presented model has suitable fitness.

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