{"id":4793,"date":"2025-12-30T16:56:51","date_gmt":"2025-12-30T16:56:51","guid":{"rendered":"https:\/\/journal.ziu-university.net\/?p=4793"},"modified":"2025-12-30T16:56:52","modified_gmt":"2025-12-30T16:56:52","slug":"%d8%a7%d8%b3%d8%aa%d8%b1%d8%a7%d8%aa%d9%8a%d8%ac%d9%8a%d8%a7%d8%aa-%d8%a7%d9%84%d8%aa%d8%ad%d9%88%d9%84-%d8%a7%d9%84%d8%b1%d9%82%d9%85%d9%8a-%d9%88%d8%a3%d8%ab%d8%b1%d9%87-%d8%b9%d9%84%d9%89-%d9%83","status":"publish","type":"post","link":"https:\/\/journal.ziu.edu.sy\/?p=4793","title":{"rendered":"\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0623\u062b\u0631\u0647 \u0639\u0644\u0649 \u0643\u0641\u0627\u0621\u0629 \u0623\u062f\u0627\u0621 \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0646 \u0628\u0625\u062f\u0627\u0631\u0627\u062a \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629 \u0646\u062d\u0648 \u062a\u0639\u0632\u064a\u0632 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\u0627\u0644\u0631\u0642\u0645\u064a \u0645\u0639 \u0627\u0644\u062c\u0645\u0647\u0648\u0631. \u0645\u062a\u0627\u0628\u0639\u0629 \u0627\u0644\u0623\u062f\u0627\u0621 \u0648\u0642\u064a\u0627\u0633 \u0627\u0644\u0646\u062a\u0627\u0626\u062c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0627\u0644\u0643\u0644\u0645\u0627\u062a \u0627\u0644\u0645\u0641\u062a\u0627\u062d\u064a\u0629: \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a\u060c \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0646\u060c \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629\u060c \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0635\u062d\u064a\u0629<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Abstract<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This study aimed to identify digital transformation strategies and their impact on the performance efficiency of public relations employees towards enhancing the competitive advantage in health institutions in the northern West Bank, and to reveal its relationship with some demographic variables. The researcher used the descriptive-analytical approach to suit the study purposes, by using a questionnaire as a tool for data collection. A sample of (30) public relations employees in health institutions was selected using a stratified random method. The study results concluded that the use of digital content management systems and electronic platforms to communicate with the public, and the application of integrated databases to facilitate access to information and administrative reports. The study showed that digital transformation enhanced the efficiency of public relations employees by: reducing the time spent on routine and administrative procedures; facilitating the preparation of accurate and periodic reports on the institution&#8217;s activities and service performance; and improving the level of internal and external communication, which raised the level of professionalism, adherence to deadlines, and quality. Improved employee performance is directly related to the institution&#8217;s ability to distinguish itself among its competitors, as digital transformation allows for the provision of faster and more accurate services and the creation of effective communication channels with patients and the public. The results of the Pearson test showed a strong and statistically significant relationship between digital transformation, employee performance efficiency, and enhancing competitive advantage. Recommendations: In light of the previous findings, the researcher included some recommendations as follows: Strengthening the institutional digital transformation structure; Training and developing public relations personnel; Employing analytical and artificial intelligence tools to enhance digital communication with the public; Monitoring performance and measuring results.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>&nbsp;Keywords: Digital transformation, employee efficiency, public relations, competitive advantage, health institutionss.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0627\u0639\u062f\u0627\u062f : <\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>\u0645\u0646\u0649 \u0627\u0644\u062e\u0627\u0631\u0648\u0641 Muna Al-Kharouf<\/strong><\/th><\/tr><tr><th><strong>\u0645\u0648\u0638\u0641\u0629 \u0641\u064a \u0645\u0633\u062a\u0634\u0641\u0649 \u0646\u0627\u0628\u0644\u0633 \u0627\u0644\u062a\u062e\u0635\u0635\u064a-&nbsp; \u062f\u0627\u0626\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629- \u0646\u0627\u0628\u0644\u0633- \u0641\u0644\u0633\u0637\u064a\u0646<\/strong><\/th><\/tr><\/thead><\/table><\/figure>\n\r\n\t\t<div class=\"review_wrap\">\r\n\t\t\t<div id=\"review-box\" class=\"review-box review-bottom review-stars\">\r\n\t\t\t\t<div class=\"review-summary\">\r\n\t\t\t\t\t<div class=\"review-final-score\">\r\n\t\t\t\t\t\t<span title=\"\" class=\"post-large-rate stars-large\"><span style=\"width:0%\"><\/span><\/span>\r\n\t\t\t\t\t\t<h4><\/h4>\r\n\t\t\t\t\t<\/div>\r\n\t\t\t\t\r\n\t\t\t\t<div class=\"review-short-summary\"><a href=\"https:\/\/drive.google.com\/file\/d\/1N2yTT2obbp3boqrH7JgpaLEni5Js8Dqz\/view?usp=drive_link\" class=\"taq-button taq-medium taq-square taq-flat\" style=\"background-color:#a0ce4e\" target=\"_blank\"><i class=\"fa fa-download\"><\/i><span class=\"button-text\">Download<\/span><\/a>\r\n\t\t\t\t<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t\r\n\t\t\t<div class=\"user-rate-wrap\">\r\n\t\t\t\t<span class=\"user-rating-text\">\r\n\t\t\t\t\t<strong>\u062a\u0642\u064a\u064a\u0645 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u0648\u0646: <\/strong>\r\n\t\t\t\t\t<span class=\"taq-score\"><\/span>\r\n\t\t\t\t\t<small>\u0643\u0646 \u0623\u0648\u0644 \u0627\u0644\u0645\u0635\u0648\u062a\u0648\u0646 !<\/small>\r\n\t\t\t\t<\/span>\r\n\r\n\t\t\t\t<div data-rate=\"0\" data-id=\"4793\" class=\"user-rate taq-user-rate-active\">\r\n\t\t\t\t\t<span class=\"user-rate-image post-large-rate stars-large\">\r\n\t\t\t\t\t\t<span style=\"width:0%\"><\/span>\r\n\t\t\t\t\t<\/span>\r\n\t\t\t\t<\/div>\r\n\r\n\t\t\t\t<div class=\"taq-clear\"><\/div>\r\n\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t<\/div>","protected":false},"excerpt":{"rendered":"<p>\u0627\u0644\u0645\u0644\u062e\u0635:&nbsp; \u0647\u062f\u0641\u062a \u0647\u0630\u0647 \u0627\u0644\u062f\u0631\u0627\u0633\u0629 \u0625\u0644\u0649 \u0627\u0644\u062a\u0639\u0631\u0641 \u0625\u0644\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0623\u062b\u0631\u0647 \u0639\u0644\u0649 \u0643\u0641\u0627\u0621\u0629 \u0623\u062f\u0627\u0621 \u0627\u0644\u0639\u0627\u0645\u0644\u064a\u0646 \u0628\u0625\u062f\u0627\u0631\u0627\u062a \u0627\u0644\u0639\u0644\u0627\u0642\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629 \u0646\u062d\u0648 \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u0645\u0624\u0633\u0633\u0627\u062a \u0627\u0644\u0635\u062d\u064a\u0629 \u0641\u064a \u0634\u0645\u0627\u0644 \u0627\u0644\u0636\u0641\u0629\u060c \u0648\u0627\u0644\u0643\u0634\u0641 \u0639\u0646 \u0639\u0644\u0627\u0642\u062a\u0647 \u0628\u0628\u0639\u0636 \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0627\u062a \u0627\u0644\u062f\u064a\u0645\u063a\u0631\u0627\u0641\u064a\u0629 \u060c \u0648\u0642\u062f \u0627\u0633\u062a\u062e\u062f\u0645\u062a \u0627\u0644\u0628\u0627\u062d\u062b\u0629 \u0627\u0644\u0645\u0646\u0647\u062c \u0627\u0644\u0648\u0635\u0641\u064a \u0627\u0644\u062a\u062d\u0644\u064a\u0644\u064a \u0644\u0645\u0644\u0627\u0626\u0645\u062a\u0647 \u0644\u0623\u063a\u0631\u0627\u0636 \u0627\u0644\u062f\u0631\u0627\u0633\u0629\u060c \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0627\u0633\u062a\u0628\u0627\u0646\u0629 \u0643\u0623\u062f\u0627\u0629 \u0644\u062c\u0645\u0639 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a\u060c \u0648\u0644\u0642\u062f \u062a\u0645 \u0627\u062e\u062a\u064a\u0627\u0631 \u0639\u064a\u0646\u0629 &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[155],"tags":[],"class_list":["post-4793","post","type-post","status-publish","format-standard","","category----2"],"_links":{"self":[{"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/posts\/4793","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4793"}],"version-history":[{"count":1,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/posts\/4793\/revisions"}],"predecessor-version":[{"id":4794,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=\/wp\/v2\/posts\/4793\/revisions\/4794"}],"wp:attachment":[{"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4793"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4793"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journal.ziu.edu.sy\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4793"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}