La imagen de la universidad: un modelo de imagen global y las perspectivas de los grupos de interés

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Publicado 18-12-2019
Amaia Lafuente Ruiz de Sabando Javier Forcada Pilar Zorrilla

Resumen

Con el fin de avanzar en el conocimiento de los factores que influyen sobre la formación de la imagen de las universidades, en esta investigación se planteó un modelo de medición desde la perspectiva de la sociedad que fue validado utilizando técnicas de análisis de estructuras de covarianzas. Además, se realizó una valoración de la invarianza en la medición orientada a conocer las implicaciones que tiene sobre la formación de la imagen la consideración de perspectivas de diferentes colectivos. Se seleccionaron cinco muestras (sociedad, alumnos potenciales, alumnos actuales, titulados y empresas) que sumaron 1760 encuestados. Los resultados revelaron que la imagen afectiva y las percepciones sobre los recursos docentes y la capacitación de los titulados influyen de manera significativa en la formación de la imagen desde la perspectiva de la sociedad, y que la estructura de la imagen identificada desde dicha perspectiva es compartida por las empresas, aunque con ciertas diferencias. Sin embargo, el modelo demanda adaptaciones al considerar las perspectivas del alumnado potencial, actual y titulado. Las cuestiones afectivas se revelaron determinantes en la formación de la imagen en los cinco colectivos, radicando las diferencias en aspectos cognitivos. Estos resultados representan una contribución de valor para la literatura de marketing dados los escasos trabajos que han analizado la imagen de la universidad desde la perspectiva de la sociedad o que han comparado stakeholders. Además, pueden orientar a los gestores universitarios en la determinación de los aspectos sobre los que conviene actuar para proyectar una imagen favorable hacia audiencias diversas.

Cómo citar

Lafuente Ruiz de Sabando, A., Forcada, J., & Zorrilla, P. (2019). La imagen de la universidad: un modelo de imagen global y las perspectivas de los grupos de interés. Cuadernos De Gestión, 19(1), 63–86. https://doi.org/10.5295/cdg.160720al
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Keywords

Universidad, educación superior, imagen, grupos de interés, modelo de medida formativo, invarianza en la medición.

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