La comunicación interna y su incidencia en el desarrollo organizacional en las pequeñas empresas: caso CB cooperativa.

Abstract

This research -case study- focuses on diagnosing the internal communication and components of the small financial company CB Cooperativa, which has seventeen (17) branches throughout Ecuador and since 2020 operates in the city of Machala on Rocafuerte streets between Junín and Tarqui. It was developed based on a mixed quali-quantitative study, data collection techniques were applied that consisted of documentary review, bibliographic, observation sheets, surveys and interviews, all these techniques were executed in order to investigate the internal communication that is handled in the Cooperative CB, Machala branch, for this the following objectives were proposed: collection of information on internal communication processes and products, on the effectiveness of internal communication and the impact of this on its organizational development. To this end, a documentary review was carried out, where information representing the institution was known, which is based on the background, mission and vision, services and products they provide, locations of the different branches and ATMs that are nationwide, as well as on the recognitions and the evolution it has had since its inception. The bibliographic review was also applied in this study, it focused on conceptualizing parameters referring to communication and its components, thus allowing that through several authors and their articles exposed in several journals; much of the research carried out can be based, which refers to knowing the incidence of internal communication of the Cooperative CB. The internal public was essential to obtain them, to which the surveys were applied with the aim of knowing how internal communication is and the communication flows they use to execute it, in addition to verifying if communication allows to create an effective work environment, in the same way the observation technique allowed to verify the communicational processes that are applied by the work staff of the institution, in order to know if workers are effective in their area of work and if they perform adequate attention to the external public, actions that help organizational development to achieve institutional objectives. The interview was a technique applied to a part of the external public, which refers to the partners, the same one that had the purpose of contrasting the information that was obtained in the surveys carried out to the collaborators of the financial institution, to verify if what is mentioned by them is the reality that is in Cb Cooperativa, and in this way it is perceived positively or negatively by its customers. From all this research, it is concluded that CB Cooperativa sucursal Machala establishes internal communication processes, considered by its internal public, as good and this reflects that it is the support for the development of the organization, at the local level and at the national level where it is qualified as one of the cooperatives with the least risk (A +), according to the Superintendency of Popular and Solidarity Economy (SEPS) of the country.