Investigating the Effect of "Acquaintance of Enterprise Strategy" Competency on Excellence Model of Training Service Marketing

Organizational excellence means organizational commitment to sustainable growth and development in order to obtain customer satisfaction and continuously increase the benefits of the organization in an inclusive and supportive environment. Such organizations consider it necessary to obtain the satisfaction of their stakeholders, including shareholders, customers, employees, external colleagues and society, and to establish a proper balance between their different and sometimes conflicting needs and expectations. Such conditions will lead to the long-term success of the organization.
Training service institutions also think of sustainable success with the existence of competent training marketers in the competitive environment of education by drawing the path of excellence.
Its statistical population consists of 114 training marketers of 8 training service institutions, from which a sample of 88 people was selected by simple random sampling method and based on Cochran's formula. To collect data, a researcher-made questionnaire based on the EFQM 2020 standard model was used, the reliability of which was determined by calculating Cronbach's alpha formula, and the construct validity of the questionnaires was also determined by confirmatory factor analysis.
The results of the path coefficients indicate the existence of the highest impact coefficient between the competence variable "Acquaintance of Enterprise Strategy" and the criterion of "Goal, Vision and Strategy" in the "Orientation" axis of the organizational excellence model with a Training marketing approach.