Browsing by Author "Ortiz Villegas, Alejandra Nicole"

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    Análisis de comunicación interna corporativa del Gobierno Autónomo Descentralizado Municipalidad de Ambato
    (Universidad de Cuenca. Facultad de Filosofía, Letras y Ciencias de la Educación, 2026-01-19) Ortiz Villegas, Alejandra Nicole; Zeas Bustamante, Freddy Xavier
    This research analyzes internal corporate communication within the Autonomous Decentralized Government of the Municipality of Ambato, with the aim of identifying strengths, weaknesses, and opportunities for improvement that influence organizational development and operational efficiency. A mixed-methods approach was applied, integrating qualitative techniques such as in-depth interviews and focus groups, along with quantitative techniques through structured surveys. The evaluation of communication processes was conducted using Daniel Barredo’s integrated evaluation model, which allowed for the examination of key dimensions including organizational structure, resources, protocols, internal and external communication, and strategic projection. The results reveal an institutional commitment to continuous improvement in communication, reflected in initiatives such as educommunication aimed at promoting active employee participation. However, significant limitations were identified, including the excessive use of informal channels, the lack of information systematization, and weaknesses in feedback mechanisms across hierarchical levels, which negatively affect the work environment. Based on these findings, the study proposes recommendations focused on formalizing digital communication channels, continuous staff training, and the implementation of an integrated feedback system to strengthen communication efficiency and support the achievement of the strategic objectives of the Ambato GAD.