دور الثقافة التنظيمية في تكوين الصورة الذهنية للمؤسسات التعليمية دراسة ميدانية على جامعة اللاذقية

Abstract

Organizational culture is a crucial factor determining the effectiveness of educational institutions' performance and their ability to create a positive image among employees. This study aimed to identify the nature of the prevailing organizational culture at the university and its role in shaping its image. The researcher used a descriptive-analytical approach, using a questionnaire distributed to a sample of 340 employees at the University of Lattakia. The researcher analyzed the results using the SPSS 26 statistical program. The results demonstrated a strong relationship between the level of organizational culture and the positive image of the university. The study concluded with a set of recommendations, most notably linking organizational culture to academic and administrative performance: by integrating organizational culture indicators into the annual performance evaluation of departments and employees; promoting a culture of motivation and reward for performance consistent with the university's organizational values ​​and norms; and continuous training and skills development: by developing ongoing training programs on organizational culture and its impact on improving the work environment and university reputation. This highlights the need to adopt supportive cultural practices to enhance reputation and institutional image.