Evaluating the Performance of Using Balanced Scorecard Case Study: Al-Aqsa University

Abstract

This study aimed to identify the concept and dimensions of the balanced scorecard, identifying the degree to apply Al-Aqsa University the dimensions of the balanced scorecard, and identifying the fifth dimension related to the environmental dimension and the extent of its application at Al-Aqsa University. Al-Aqsa University seeks to use the best modern methods and keep pace with the development taking place. The descriptive analytical approach was used, and this study relied on collecting secondary data from several sources beside the primary sources represented by the questionnaire. The study concluded that Al-Aqsa University maintains a high market of registered students among the universities of the Gaza Strip throughout the academic years, and also Al-Aqsa University fulfills the elements of customer dimension in its performance and is keen to treat students fairly and without discrimination, but it does not give much attention to complaints submitted by students, The university also fulfills the requirements of the internal operations dimension, as the university is characterized by the diversity of the faculties and specializations in it to suit the requirements of students and the labor market, but it is blamed for its inability to provide job opportunities for graduates, but this is due to the economic conditions that the Gaza sector suffers from. As for the dimension of learning and growth, it was found that the academic staff at Al-Aqsa University is distinguished in terms of academic degrees, and this is reflected positively on the educational services provided. In addition to the interest in publishing scientific research and conferences, the university also has a deanship of scientific research and a magazine for publishing scientific research, all of which confirms the university's interest in learning, and finally it turns out that the university is keenly interested in the environment and providing an appropriate environment for its students. In light of the results, the study recommended a set of recommendations, the most important of which is the necessity of applying the Balanced Scorecard as a planning, evaluation and measurement card.