Diagnóstico de la imagen e identidad corporativa de la Biblioteca de la Universidad de la Costa
Figueroa Jiménez, Yirsailis
Siado Lobelo, Xiomara
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AbstractThe following investigation carried out at the library of the Universidad de la Costa- Barranquilla / Colombia is intended to comprehend the differences in perspectives that stakeholders hold and to whom the following diagnosis is directed to, it also stands out the importance to understand the identity role and ideal image, compared to the real image perceived by the members of an organization and the public it is intended to. It is mixed nature investigation, based in the collection and mixing of qualitative and quantitative data. The authors Fernández, P., and Pértegas, D. (2002) define a mixed investigation as that which the development and analysis of the methods implemented in the research and mixes both the basic and the applied form, therefore, its main reason is to look for the best understanding of the process that occurs in the communication between the collaborators of the Universidad de la Costa. The project focused on analyzing the constitutive elements of the image and identity related to the impact of the range of the corporate objectives. Among the main elements found are communication management, organizational culture, problems and dynamics related to corporate image. The research is of qualitative and quantitative kind, based on the focus group technique and the survey-type instrument, the first one made for the external public: university students and the last one focused on the internal public: library collaborators. As a result, it was possible to show that the perception of the internal public is not the same as that of the external public. For employees, students perceive the library as a quiet and comfortable place, while for students, the library is far from its ideal image and should change its facilities and implement better strategies to ensure success in the services they offer. Keywords: Image, organization, stakeholders, relationship, identity, communication.