GESTIÓN DEL DEPARTAMENTO DE RELACIONES PÚBLICAS Y SU INCIDENCIA EN LA IMAGEN CORPORATIVA DEL GAD MUNICIPAL DE QUEVEDO.
| dc.contributor.advisor | Navarrete Ortega, Relfa Magdalena | |
| dc.contributor.author | Mindiola Pluas, Andrea Karelys | |
| dc.date.accessioned | 2025-06-10T20:32:31Z | |
| dc.date.available | 2025-06-10T20:32:31Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18577 | |
| dc.description | This research analyzes the management of the public relations department and its impact on the corporate image of the Municipal GAD of the Quevedo canton. It seeks to identify the deficiencies in internal and external communication that affect citizen perception and propose strategies to improve the relationship between the entity and the community. The main objective is to evaluate the current communication strategies used by the Municipal GAD, as well as citizen perception regarding the transparency, efficiency and accessibility of public services. To do so, a quantitative methodology based on surveys directed to the Quevedo population was applied, in order to collect information on the knowledge, perception and experience of users in relation to the public entity. The results show that 57% of respondents are unaware of the functions of the Municipal GAD, and 76% are informed by personally visiting the facilities, which reflects poor digital communication. In addition, 88% consider that the GAD does not respond efficiently to citizen concerns, and 89% perceive that municipal authorities are not very accessible. Likewise, transparency and trust were rated as low by 88% of respondents, indicating a crisis of institutional credibility. In conclusion, the research reveals that the Quevedo Municipal Government faces structural problems in its institutional communication, which results in a poor corporate image. The implementation of technological strategies is recommended to improve access to information, optimize communication channels with citizens and strengthen efficiency in administrative management. | es_ES |
| dc.description | This research analyzes the management of the public relations department and its impact on the corporate image of the Municipal GAD of the Quevedo canton. It seeks to identify the deficiencies in internal and external communication that affect citizen perception and propose strategies to improve the relationship between the entity and the community. The main objective is to evaluate the current communication strategies used by the Municipal GAD, as well as citizen perception regarding the transparency, efficiency and accessibility of public services. To do so, a quantitative methodology based on surveys directed to the Quevedo population was applied, in order to collect information on the knowledge, perception and experience of users in relation to the public entity. The results show that 57% of respondents are unaware of the functions of the Municipal GAD, and 76% are informed by personally visiting the facilities, which reflects poor digital communication. In addition, 88% consider that the GAD does not respond efficiently to citizen concerns, and 89% perceive that municipal authorities are not very accessible. Likewise, transparency and trust were rated as low by 88% of respondents, indicating a crisis of institutional credibility. In conclusion, the research reveals that the Quevedo Municipal Government faces structural problems in its institutional communication, which results in a poor corporate image. The implementation of technological strategies is recommended to improve access to information, optimize communication channels with citizens and strengthen efficiency in administrative management. | es_ES |
| dc.description.abstract | La presente investigación analiza la gestión del departamento de relaciones públicas y su impacto en la imagen corporativa del GAD Municipal del cantón Quevedo. Se busca identificar las deficiencias en la comunicación interna y externa que afectan la percepción ciudadana y proponer estrategias que mejoren la relación entre la entidad y la comunidad. El objetivo principal es evaluar las estrategias actuales de comunicación utilizadas por el GAD Municipal, así como la percepción ciudadana respecto a la transparencia, eficiencia y accesibilidad de los servicios públicos. Para ello, se aplicó una metodología cuantitativa basada en encuestas dirigidas a la población quevedeña, con el fin de recopilar información sobre el conocimiento, percepción y experiencia de los usuarios en relación con la entidad pública. Los resultados evidencian que el 57% de los encuestados desconocen las funciones del GAD Municipal, y el 76% se informa visitando personalmente las instalaciones, lo que refleja una deficiente comunicación digital. Además, el 88% considera que el GAD no responde eficientemente a las inquietudes ciudadanas, y el 89% percibe que las autoridades municipales son poco accesibles. Asimismo, la transparencia y confianza fueron calificadas como bajas por el 88% de los encuestados, lo que indica una crisis de credibilidad institucional. En conclusión, la investigación revela que el GAD Municipal de Quevedo enfrenta problemas estructurales en su comunicación institucional, lo que repercute en una mala imagen corporativa. Se recomienda la implementación de estrategias tecnológicas para mejorar el acceso a la información, optimizar los canales de comunicación con la ciudadanía y fortalecer la eficiencia en la gestión administrativa. | es_ES |
| dc.format.extent | 49 P | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Quevedo | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Gestión | es_ES |
| dc.subject | Relaciones Públicas | es_ES |
| dc.subject | Imagen Corporativa | es_ES |
| dc.title | GESTIÓN DEL DEPARTAMENTO DE RELACIONES PÚBLICAS Y SU INCIDENCIA EN LA IMAGEN CORPORATIVA DEL GAD MUNICIPAL DE QUEVEDO. | es_ES |
| dc.type | Tesina | es_ES |
Files in this item
This item appears in the following Collection(s)
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 United States