Imagen de empresas constructoras: caso empresa constructora de obras para el turismo Cayo Santa María
Fecha
2010-06-25
Autores
Pérez Amaro, Israel
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Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
El presente trabajo se realizó en la Empresa Constructora de Obras para el Turismo Cayo Santa María de Caibarién. Tiene como título "Imagen de empresas constructoras: caso Empresa Constructora de Obras para el Turismo Cayo Santa María", su propósito es medir la imagen percibida por los clientes
de empresas de la construcción. En dicha investigación se realiza una amplia revisión bibliográfica donde se tienen en cuenta aspectos generales del sector de la construcción, más tarde se examina la situación real que presenta la construcción al finalizar el año 2009. También se abordan las características del microentorno de las empresas de este sector, analizándose las principales variables estratégicas del mismo, así como de la relación que guarda la imagen con cada una. Se expone de manera analítica la importancia de la imagen para la gestión eficaz de la empresa. Por otra parte se describen los modelos desarrollados para la medición de la imagen, abordando con mayor profundidad el procedimiento propuesto por
Pons y Duffus (2009) que se tomó como referencia en la investigación y se adaptó a las características de una empresa constructora como es el caso de la ECOT. Para concluir se definen lo objetivos e hipótesis propios del estudio empírico y se exponen los resultados que arrojan las técnicas cualitativas y
cuantitativas empleadas para confeccionar el cuestionario a clientes midiéndose la imagen percibida de la empresa través del procedimiento aplicado.
The present work was carried out in the Empresa Constructora de Obras para el Turismo. It has as title "Image of companies manufacturers: case " Empresa Constructora de Obras para el Turismo ", the purpose is to measure the image perceived by the clients of companies of the construction. This investigation carry out a wide bibliographical revision where they are kept in mind general aspects of the sector of the construction, later the real situation is examined that presents the construction when concluding the year 2009. The characteristics of the inside environment of the companies of this sector are also approached, being analyzed the main strategic variables of the same one, as well as of the relationship that it keeps the image with each one. It is exposed in an analytic way the importance of the image for the effective administration of the company. On the other hand the models are described developed for the mensuration of the image, approaching with more depth the procedure proposed by Pons and Duffus (2009) that took like reference in the investigation and it adapted to the characteristics of a company manufacturer like it is the case of the ECOT. To be concluded they define the objective ones and hypothesis characteristic of the empiric study and the results are exposed that they throw the techniques qualitative and quantitative employees to make the questionnaire to clients being measured the perceived image of the company thought of the applied procedure.
The present work was carried out in the Empresa Constructora de Obras para el Turismo. It has as title "Image of companies manufacturers: case " Empresa Constructora de Obras para el Turismo ", the purpose is to measure the image perceived by the clients of companies of the construction. This investigation carry out a wide bibliographical revision where they are kept in mind general aspects of the sector of the construction, later the real situation is examined that presents the construction when concluding the year 2009. The characteristics of the inside environment of the companies of this sector are also approached, being analyzed the main strategic variables of the same one, as well as of the relationship that it keeps the image with each one. It is exposed in an analytic way the importance of the image for the effective administration of the company. On the other hand the models are described developed for the mensuration of the image, approaching with more depth the procedure proposed by Pons and Duffus (2009) that took like reference in the investigation and it adapted to the characteristics of a company manufacturer like it is the case of the ECOT. To be concluded they define the objective ones and hypothesis characteristic of the empiric study and the results are exposed that they throw the techniques qualitative and quantitative employees to make the questionnaire to clients being measured the perceived image of the company thought of the applied procedure.
Descripción
Palabras clave
Economía, Imagen Corporativa, Empresas de la Construcción, Gestión Empresarial, Empresa Constructora de Obras para el Turismo, Cayo Santa María, Caibarién