Análisis de la comunicación corporativa: interna y externa de la Cooperativa de Ahorro y Crédito Jardín Azuayo en la ciudad de Cuenca

Abstract

The present research focused on the elaboration of an analysis of the integral communication: internal and external of the Jardín Azuayo savings and credit cooperative. The work was carried out through a qualitative methodology, based on surveys applied to the collaborators of the entity in general within the city of Cuenca, a non-participatory observation that seeks primarily to identify the means by which the institution intends to maintain contact with its members, In-depth interviews with the director of the communication area and the internal and external communication analysts, respectively, and finally, two focus groups, the first one directed at members of the cooperative to listen and identify first-hand the experiences that these individuals have with respect to the organization's communication and the second one for the members of the cooperative's communication management. The data and information gathered during the research were codified, ordered and evaluated by means of the 6 matrices proposed in Daniel Barredo's evaluative model of communication. At the end of the research, the model used for this analysis shows plausible and positive details regarding communication management, however, shortcomings and possible errors were also identified within the systems managed by Jardin Azuayo, therefore, the research concludes with a list of recommendations so that these shortcomings can be corrected.