Plan de comunicación interna para impulsar la cultura organizacional en los colaboradores de la Cooperativa de Ahorro y Crédito Pilahuin Tio Ltda durante el 2026

Abstract

Abstract: This research analyzes the organizational culture of the Pilahuin Tio Savings and Credit Cooperative Ltd., focusing on its structural, relational, and normative dimensions. The study adopts a mixed-methods approach, combining quantitative and qualitative techniques through surveys administered to staff and interviews with management, allowing for methodological triangulation of the results. The research comprises five chapters: Conceptualization of Communication, Conceptualization of Brand, Methodological Framework, Research Results, and a Proposed Internal Communication Plan. The findings reveal a generally favorable work climate and widespread knowledge of internal regulations; however, gaps are identified between formal norms and actual practices, as well as a tolerance for informal behaviors that affect organizational cohesion and commitment. It is concluded that strengthening leadership, internal communication, and the consistent application of regulations is fundamental to consolidating an ethical and sustainable organizational culture.