Diagnóstico de la reputación corporativa de la Universidad de Cuenca

Abstract

During the time we have studied at the University of Cuenca, we have noticed that within this institution research regarding the reputation of this university is nonexistent. For this reason, we have carried out a thorough study in order to find out about the perceptions that people who work and those who study in this higher education institution have toward this university. Besides the perceptions of the participants, we wanted to find out about the shortcomings and the advantages the University of Cuenca has. Based on the information we gathered, we have generated several recommendations aimed at improving the university’s reputation as well as maintaining the high status it possesses nowadays.