Diagnóstico de imagen interna e imagen pública en ETECSA, Santa Clara
Fecha
2011-06-26
Autores
Taboada Pérez, Tatiana
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La investigación se realizó en la Empresa de Telecomunicaciones de Cuba S.A (ETECSA) de Santa Clara, con el objetivo de caracterizar la imagen pública de los clientes particulares y la imagen interna.
El estudio se concibió desde el paradigma cuantitativo en función de la muestra analizada, siguiendo un estudio transversal descriptivo, las técnicas utilizadas fueron la revisión de documentos oficiales, la observación no participante, la entrevista grupal estructurada, entrevista semi-estructurada y el cuestionario. Estas técnicas proporcionaron datos sólidos y generalizables, los cuales fueron enriquecidos con análisis cualitativo de algunas técnicas empleadas, dada la cualidad intangible de la variable imagen a tratar en la investigación. Para el análisis de las variables del estudio se contextualizaron los indicadores a partir de la realidad de la empresa en cuestión.
A partir del diagnóstico de la imagen pública se pudo comprobar que los clientes de ETECSA poseen una imagen favorable con respecto a la empresa, aunque se detectan insatisfacciones en el ámbito de la comercialización de productos y la calidad de las llamadas.
En el análisis de la imagen interna se corroboró que prevalece una representación mental negativa de la institución, aunque existe una opinión favorable del servicio brindado a los clientes.
This research was carried out on the Anonymous Society Telecommunications Enterprise of Cuba (ETECSA) of Santa Clara, aiming to characterize the public image of clients and the intern image. The study was conceived from the quantity point of view as a function of the analyzed sample, following a transverse descriptive investigation. The used techniques were: official documents review, non-participating observation, group structural interview, semi-structural interview and questionnaire. These techniques provided solid and widespread data, which were enriched with qualitative analysis of some of the adopted techniques due to the intangible quality of image variable dealt with in this research. The indicators were contextualize in the analysis of the study´s variables starting from the enterprise´s reality. Starting from the diagnosis of public image, it could be verified that ETECSA´s clients have a positive image in regard to the enterprise, although it was detected some dissatisfactions in the field of products marketing and phone calls quality. From the analysis of intern image it could be confirmed that a negative mental representation of the institution prevails, only exists a favorable opinion of the service offered to the clients.
This research was carried out on the Anonymous Society Telecommunications Enterprise of Cuba (ETECSA) of Santa Clara, aiming to characterize the public image of clients and the intern image. The study was conceived from the quantity point of view as a function of the analyzed sample, following a transverse descriptive investigation. The used techniques were: official documents review, non-participating observation, group structural interview, semi-structural interview and questionnaire. These techniques provided solid and widespread data, which were enriched with qualitative analysis of some of the adopted techniques due to the intangible quality of image variable dealt with in this research. The indicators were contextualize in the analysis of the study´s variables starting from the enterprise´s reality. Starting from the diagnosis of public image, it could be verified that ETECSA´s clients have a positive image in regard to the enterprise, although it was detected some dissatisfactions in the field of products marketing and phone calls quality. From the analysis of intern image it could be confirmed that a negative mental representation of the institution prevails, only exists a favorable opinion of the service offered to the clients.
Descripción
Palabras clave
Imagen Pública, Imagen Interna, Empresa de Telecomunicaciones de Cuba