Medición de la reputación corporativa del Gobierno Autónomo Descentralizado Municipal Intercultural El Tambo GADMIET

Abstract

Institutional reputation is a relevant intangible aspect for building a good image before the different stakeholders. Within good public organizations, the management of a reputation must go in hand with the approach of communication strategies that allow showing a solid image of the organization and being able to manage communication that is efficient in the face of criticism, comments and media crises. The objective of this research is to measure the reputation of the Gobierno Autónomo Descentralizado Municipal Intercultural "El Tambo". For this reason, it is important to know the level of acceptance that this institution has between its internal and external audiences. A mixed methodology was obtained, with data collection techniques such as surveys and interviews. The results of the investigation confirmed a part of our initial hypothesis. So, among the sample of 364 inhabitants of the Canton El Tambo, it was possible to analyze that there was a low level of acceptance of GADMIET by the external public, while internal stakeholders stated that the reputation of the institution has not been affected, qualifying it as Excellent.