A Model for Institutionalizing Service Culture with Emphasis on Developing Education and Skill in University of Medical Sciences (Case study: Hormozgan Province)

The aim of this study was presentation a model for institutionalizing service culture for education promotion in Hormozgan University of Medical Sciences. The present study in terms of purpose was applied and in terms of data collection and analysis, it was descriptive and exploratory research. The statistical population of the present study included the faculty members of Hormozgan University of Medical Sciences that was counted in 485 according to the statistics but 215 people were selected as a sample size by stratified random sampling method. Data were collected through a specialized and researcher-made questionnaire. Exploratory and confirmatory factor analysis were used to determine the construct validity of the research questionnaire. Then, the reliability of the research questionnaire was done by using interviews with experts and determining the Cronbach's alpha coefficient with SPSS software. LISREL software was also used to model the structural equations. Afterward, the findings showed that the institutionalization of service culture in Hormozgan University of Medical Sciences had two dimensions: internal and external. The internal dimension included (participatory management, job satisfaction, training and skills, resource management, service quality, leader-employee-student relationship, job status and employee and student attitudes); in addition, the external dimension consisted of (religious beliefs, demographic variables (gender and education) Cultural differences, personal communication and perception of quality and service).