Percepción de la imagen corporativa de la cooperativa JEP en la era de la sociedad de la información

Abstract

This research work consists in identifying the perception of the corporate image of the Cooperativa de Ahorro y Crédito "Juventud Ecuatoriana Progresista" Ltda. In the information age society, in January 2020. As a methodology, two qualitative approaches were implemented and quantitative, in order to have solid bases of authors to analyze the corporate image from an image dimension matrix, in addition to the application of a questionnaire to the citizens of Machala to analyze the perception of the image they have of the institution, based on the information published in the digital media used by the institution. With the results of this work, high notoriety was identified in the digital media and that the citizens of Machala remind the cooperative for the institutional symbols. Thus, the relevance of this research lies in the analysis and evaluation of the corporate image that the cooperative projects in the information society.