Percepción de estudiantes sobre la comunicación institucional universitaria

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

ISSN: 0719-3661

Argitalpen urtea: 2021

Zenbakia: 50

Orrialdeak: 299-322

Mota: Artikulua

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Beste argitalpen batzuk: Cuadernos.Info

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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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