THE ROLE OF BUSINESS PROCESS REENGINEERING IN STRENGTHEN THE INSTITUTIONAL PERFORMANCE IN THE PALETINIAN BROADCASTING CORPORATION

Abstract

The study aimed to find out the role of re-engineering of administrative processes in enhancing institutional performance in the Palestinian Broadcasting Corporation. The PBC has been chosen as the model for the public governmental media institution. In this study, the reality of administrative operations was examined, to include planning, organizing, empowering employees, and oversight, and the level of the development of these operations since the establishment of the PBC in 1994, and the obstacles it faced.

The idea of establishing a Radio and Television Corporation was crystallized by the Palestinian leadership, in 1993 after the Madrid Peace Conference and the formation of technical committees and negotiating teams. The idea became clearer after the Oslo Accords in 1993. Radwan Abu Ayyash was commissioned to officially establish a Radio and Television Corporation, after the meeting of the Central Council in Tunisia. The Voice of Palestine was launched on the second of July 1994, with very few staff members and very simple equipment. This in turn reflected in the administrative processes that will be the focus of my research, how they were, their development and the current reality. The researcher used the descriptive analytical approach, and the questionnaire was adopted as the main tool for data collection. A random sample of 189 individuals was selected from the employees of the PBC at its headquarters in Ramallah, which is the study community that consists of 580 male and female employees.

The study reached a set of results, the most important of which are as follows:

1. Re-engineering of administrative operations (Reengineering), a new administrative concept for employees in the PBC. Reengineering requires the attention of senior management, and encouraging employees to participate in setting goals and plans, and implementation as well. The results were clear in the first dimension, "the extent of interest of the PBC management regarding the concept of reengineering," where the mean was 3.08 and the percentage was 61.6%, with an average estimate. 2. The results of the study showed that the efficiency of performance in the PBC needs a comprehensive review, including procedures, laws, renewal of standards, and analysis of results. The mean of the "efficiency of performance" dimension in the PBC was 2.88, with a percentage of 57.6%, with an average estimate, as it ranked fourth. The study concluded with a set of recommendations, the most important of which are: 1- Adopting and promoting the concept of reengineering administrative processes by the senior management of the PBC, and engaging employees in its implementation. 2- Increasing interest in the work environment and its improvement, providing all the requirements necessary to implement the reengineering of administrative processes, and creating effective communication between management and employees to create comprehensive job stability, which will result eventually in increased performance, speedy implementation, and cost reduction.