La comunicación organizacional y su relación con la imagen corporativa en las instituciones financieras. Caso de estudio la Banca privada de la ciudad de Cuenca, año 2016

Abstract

The present research project is to identify the interrelation between organizational communication and the corporate image of financial institutions and how the first is the primary nexus that allows the public to identify the characteristics that differentiate the organizations. In this reason, the main objective was to analyze the perception of organizational communication and its relationship with the corporate image in private banking in Cuenca, to propose improvements in strategies, establish internal communication channels that clarify and improve the flow of information, strengthen the corporate image in a positive way in its public. As well as the design of a proposal that will serve as a guide in order to improve organizational communication, a bibliographical and field research was designed. The main result is the importance of good employee attention as a mechanism of transmission of the corporate image, as well as the primordial thing is that the banks strengthen their corporative image.