Percepción de estudiantes sobre la comunicación institucional universitaria

  1. Adriana Graciela Segura-Mariño
  2. Manuel Fernández-Sande
  3. Francisco Javier Paniagua-Rojano
Revista:
Cuadernos.Info

ISSN: 0719-3661

Año de publicación: 2021

Número: 50

Páginas: 299-322

Tipo: Artículo

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Otras publicaciones en: Cuadernos.Info

Resumen

El objetivo de esta investigación es evaluar la comunicación institucional de 21 universidades ecuatorianas desde la percepción de los estudiantes. Se aplicó una encuesta en línea con consistencia interna (ω=0,91) a 3540 alumnos y se valoró su percepción como estudiantes potenciales y actuales; los datos se analizaron mediante la prueba U de Mann-Whitney y el coeficiente τ de Kendall. Se destaca que el factor que más influyó para elegir la institución es el costo, que las universidades privadas gestionan mejor la relación con el alumnado y que la satisfacción sobre la comunicación está correlacionada con el compromiso que sienten los estudiantes actuales. Es indispensable que las instituciones de educación superior cuenten con equipos propios de comunicación y que valoren los canales en línea y offline, así como la percepción de padres/madres, ya que tienen una alta influencia en la decisión de sus hijos.

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Fuente de los datos: Dialnet