Medición y evaluación en comunicación estratégica, caso de estudio: Cooperativa de Ahorro y Crédito Jardín Azuayo

Abstract

Measure and evaluate the most important Communication Program of the Cooperative Savings and Credit Jardin Azuayo, was the main objective of the present investigation. To fulfill it, a double tactic methodological design was used, it combined both bibliographic research, as a field research, which allowed a comprehensive analysis of the reality under study. Thus, on one hand all the necessary theoretical foundation for the development of the research was obtained, and on the other, all the data were collected by applying a semi-structured survey based on Communication Management Bridge Model. Of which, it was concluded that the Bulletin “Sembrando Esperanza” has failed the expected function, this denotes the mismanagement of it, because from the beginning it was proposed without any basis, and lack of planning and proper assessment have prevented this Bulletin is used as an effective communication tool. For these reasons, it is important to prompt improvement of communication, which allows the exploitation of the benefits of using it strategically in the Cooperative.