Evaluation of the organizational image of a university in a higher education institution

• Juana Patlán Pérez ^[1] ; Edgar Martínez Torres ^[2]
  1. [1] Universidad Nacional Autónoma de México

     Universidad Nacional Autónoma de México

     México

     
  2. [2] Universidad Autónoma del Estado de Hidalgo

     Universidad Autónoma del Estado de Hidalgo

     México

     
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 62, Nº. 1, 2017, págs. 123-140
• Idioma: inglés
• DOI: 10.1016/j.cya.2016.01.007
• Títulos paralelos:
  • Evaluación de la imagen organizacional universitariaen una institución de educación superior
• Enlaces
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• Dialnet Métricas: 3 Citas
• Resumen
  • español

    La imagen organizacional es importante para muchas instituciones de educación superior por encontrarse en un entorno ampliamente competitivo que demanda servicios educativos de calidad. El propósito de estain-vestigación fue evaluar la imagen organizacional universitaria en una institución de educación superior. Para este propósito se realizó una investigación de acuerdo con las siguieron etapas: adaptación de laescala de imagen organizacional a población mexicana; integración de escala en formato de diferencialsemántico; aplicación de la escala a una muestra de 226 profesores y 541 estudiantes de la UniversidadAutónoma del Estado de Hidalgo; determinación de las propiedades psicométricas de la escala (validez deconstructo y confiabilidad); estadísticas descriptivas de la imagen organizacional y análisis comparativo de laimagen orga-nizacional por escuela. Los resultados indican que la escala de imagen organizacional adaptadaa población mexicana tiene propiedades psicométricas adecuadas para evaluar este constructo. Además, seidentificaron diferencias significativas de la imagen de la organización en cada instituto de la IES evaluada.

  • English

    Organizational image is an important issue for many institutions of higher education by being immersed in a competitive environment that requires higher quality of educational services. The objective of this research is to evaluate the organizational image of an institution of higher education. For this purpose, an investigation was conducted. The stages of this research were: translation-retranslation of the original scale of organizational image; integration of scale items using a semantic differential response scale type; piloting of the scale with a sample of 226 teachers and 541 students of Autonomous University of Hidalgo State; determination of the psychometric properties of the scale (construct validity and reliability, and correlations between the factors of scale), descriptive statistics of the scale and comparative analysis. The results indicate that the organizational image scale adapted to Mexican population has adequate psychometric properties to assess this construct. In addition, we identified significant differences of the organizational image in each institute of the IES evaluated.

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