Gestión de la comunicación organizacional interna en el Instituto Tecnológico Superior Alquimia

Abstract

This intervention project is the result of a deep and complete communicative research process of the Instituto Tecnológico Superior Alquimia (Alquimia -INSTAL-). The scientific study explored the relationship between SERVQUAL and the Service Gap Model of Parasuraman, Zeithaml, and Berry in 1985, and internal communication at the Alquimia -INSTAL- through the comunicative strategies proposed by Paul Capriotti (2021) in the book: DircomMAP Dirección Estratégica de Comunicación. The results demonstrated the adaptability of the SERVQUAL theory with Capriotti's communication strategies, allowing the generation of a broad analysis to improve internal processes. This is how a base-line for Alquimia -INSTAL- is established, which explains its target audiences, influencers audiences and strategic audiences based on business needs. The research presents us with a two-way and multimedia communication, driven by the effective interaction of its audiences. These findings contribute to the field of organizational communication, especially internal, and provide valuable insights for the effective management of internal communication in the education sector.