Percepción de estudiantes sobre la comunicación institucional universitaria

Adriana Graciela Segura-Mariño; Manuel Fernández-Sande; Francisco Javier Paniagua-Rojano

doi:10.7764/cdi.50.27617

Authors

Adriana Graciela Segura-Mariño Pontificia Universidad Católica del Ecuador
Manuel Fernández-Sande Universidad Complutense de Madrid
Francisco Javier Paniagua-Rojano Universidad de Málaga

DOI:

https://doi.org/10.7764/cdi.50.27617

Keywords:

organizational communication, universities, higher education, student perception, marketing

Abstract

The aim of this research is to evaluate the organizational communication of 21 Ecuadorian universities, from the audience's perception. An online survey with internal consistency (ω=0.91) was applied to 3,540 students. Their perception as potential and current students was valued, the data were analyzed using the Mann-Whitney U test and the Kendall’s τ coefficient. It is evident that the factor that influenced the most the institution choice is cost, that private universities manage the relationship with students better, and that satisfaction with institutional communication is correlated with commitment that current students feel. It is essential that HEIs have their own communication departments and that they value online and offline channels, as well as the perception of parents, since they have a high influence on the decision of their children.

Author Biographies

Adriana Graciela Segura-Mariño, Pontificia Universidad Católica del Ecuador

Full-time professor at the School of Communication of the Pontifical Catholic University of Ecuador, Santo Domingo Headquarters. Her main lines of research are: organizational communication and online communication. She has been a visiting researcher at the Universidade da Beira Interior and at the Complutense University of Madrid.

Manuel Fernández-Sande, Universidad Complutense de Madrid

Senior Lecturer in the Department of Journalism and Global Communication at the Complutense University of Madrid. His main lines of research are: analysis of the radio market, podcasting, history of radio, strategic management of communication companies and audiovisual diversity. He has been a visiting researcher at Glasgow Caledonian University, University of Cambridge and University of São Paulo, among others. He currently directs the journal Studies on the Journalistic Message and is deputy coordinator of the Doctorate in Journalism at the Complutense University.

Francisco Javier Paniagua-Rojano, Universidad de Málaga

Professor at the Department of Journalism at the University of Malaga. His main lines of research are strategic communication, audiences, and the journalistic and social media profession. He has been a visiting professor at the University of Surrey. He is currently coordinator of the "Strategic and Organizational Communication" section of the Spanish Association for Communication Research and Vice Dean of Quality and Innovation of the Faculty of Communication Sciences of the University of Malaga.

References

Aitken, N. (1982). College Student Performance, Satisfaction and Retention: Specification and Estimation of a Structural Model. Journal of Higher Education, 53(1), 32–50. https://doi.org/10.1080/00221546.1982.11780423

Alves, H. & Raposo, M. (2010). The Influence of University Image on Student Behaviour. International Journal of Educational Management, 24(1), 73–85. https://doi.org/10.1108/09513541011013060

Berganza, R., Lavín, E., & Piñeiro-Naval, V. (2017). La percepción de los periodistas españoles acerca de sus roles profesionales (Spanish journalists’ perception about their professional roles). Comunicar, 51, 83–92. https://doi.org/10.3916/C51-2017-08

Bonilla, M. del Rocío, Perea, E., del Olmo, J. L., & Corrons, A. (2020). Insights into user engagement on social media. Case study of a higher education institution. Journal of Marketing for Higher Education, 30(1), 145-160. https://doi.org/10.1080/08841241.2019.1693475

Carvalho, S. W. & de Oliveira Mota, M. (2010). The Role of Trust in Creating Value and Student Loyalty in Relational Exchanges between Higher Education Institutions and Their Students. Journal of Marketing for Higher Education, 20(1),145–65. https://doi.org/10.1080/08841241003788201

Casidy, R. (2014). The role of perceived market orientation in the higher education sector. Australasian Marketing Journal (AMJ), 22(2), 155-163. https://doi.org/10.1016/j.ausmj.2014.02.001

Casidy, R. & Wymer, W. (2018). A Taxonomy of Prestige-Seeking University Students: Strategic Insights for Higher Education. Journal of Strategic Marketing, 26(2), 140–55. https://doi.org/10.1080/0965254X.2016.1182573

Clark, M., Fine, M. B., & Scheuer, C. L. (2017). Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement. Journal of Marketing for Higher Education, 27(1), 40–58. https://doi.org/10.1080/08841241.2016.1269036

Constantinides, E. & Zinck Stagno, M. C. (2011). Potential of the Social Media as Instruments of Higher Education Marketing: A Segmentation Study. Journal of Marketing for Higher Education, 21(1), 7–24. https://doi.org/10.1080/08841241.2011.573593

Deng, L. & Chan, W. (2017). Testing the Difference Between Reliability Coefficients Alpha and Omega. Educational and Psychological Measurement, 77(2), 185–203. https://doi.org/10.1177/0013164416658325

Dunn, T. J., Baguley, T., & Brunsden, V. (2014). From Alpha to Omega: A Practical Solution to the Pervasive Problem of Internal Consistency Estimation. British Journal of Psychology, 105(3), 399–412. https://doi.org/10.1111/bjop.12046

Elliott, K. M. & Healy, M. A. (2001). Key Factors Influencing Student Satisfaction Related to Recruitment and Retention. Journal of Marketing for Higher Education, 10(4), 1–11. https://doi.org/10.1300/J050v10n04_01

Erazo-Coronado, L., Llano-Aristizábal, S., Garcés-Prettel, M., & Erazo-Coronado, A. M. (2020). Impacto de la comunicacion de la responsabilidad social universitaria en la seleccion de universidad y efecto mediador de la reputacion (Impact of university social responsibility communication on university selection and the mediating effect of reputation). El Profesional de la Información, 29(4). https://doi.org/10.3145/epi.2020.jul.38

Fayos, T., Gonzalez-Gallarza, M., Servera, D., & Arteaga, F. (2011). Análisis y evaluación del servicio de formación universitaria: implicaciones para el marketing estratégico de las universidades (Analysis and assessment of the service of higher education: strategic marketing implications for universities). Revista de Investigación en Educación, 9(2), 133–52. Retrieved from http://reined.webs.uvigo.es/index.php/reined/article/view/119

Gallegos, J. A. & Vasquez, A. (2019). Explaining university student loyalty: theory, method, and empirical research in Chile. Academia Revista Latinoamericana de Administración, 32(4), 525-540. https://doi.org/10.1108/ARLA-02-2019-0049

García-García, M. (2018). Universidad y medios sociales. Gestión de la comunicación en la universidad española (University and Social Media Management. Communication at the Spanish University). Prisma Social, (22), 20–36. Retrieved from https://revistaprismasocial.es/article/view/2535

Gibbs, P. & Dean, A. (2015). Do Higher Education Institutes Communicate Trust Well? Journal of Marketing for Higher Education, 25(2), 155–70. https://doi.org/10.1080/08841241.2015.1059918

GlobalWebIndex. (2019). The Youth of the Nation: Global Trends Among Gen Z. Retrieved from https://assets.ctfassets.net/inb32lme5009/7wDIuSsLOnSxTUqPmRb081/603b8ffb77757549d39034884a23743c/The_Youth_of_the_Nations__Global_Trends_Among_Gen_Z.pdf

Goodrich, K., Swani, K., & Munch, J. (2018). How to connect with your best student prospects: saying the right things, to the right students, in the right media. Journal of Marketing Communications, 26(4), 434-453. https://doi.org/10.1080/13527266.2018.1514319

Hayes, T. J., Ruschman, D., & Walker, M. M. (2009). Social Networking as an Admission Tool: A Case Study in Success. Journal of Marketing for Higher Education, 19(2), 109–124. https://doi.org/10.1080/08841240903423042

Helgesen, Ø. (2008). Marketing for Higher Education: A Relationship Marketing Approach. Journal of Marketing for Higher Education 18(1), 50–78. https://doi.org/10.1080/08841240802100188

Hemsley-Brown, J. & Oplatka, I. (2015). University choice: what do we know, what don’t we know and what do we still need to find out? International Journal of Educational Management, 29(3), 254–74. https://doi.org/10.1108/IJEM-10-2013-0150

Instituto de Estadística de la UNESCO. (2014). Campos de educación y capacitación 2013 de la CINE (ISCED-F 2013): Manual que acompaña la Clasificación Internacional Normalizada de la Educación 2011 (ISCED Fields of Education and Training 2013 (ISCED-F 2013): Manual accompanying the International Standard Classification of Education 2011). Montreal, Canada: Instituto de Estadística de la UNESCO. https://doi.org/10.15220/978-92-9189-157-3-sp

Khanna, M., Jacob, I., & Yadav, N. (2014). Identifying and Analyzing Touchpoints for Building a Higher Education Brand. Journal of Marketing for Higher Education, 24(1), 122–43. https://doi.org/10.1080/08841241.2014.920460

Kurniawan, Y., Setiawan, S., Bhutkar, G., & Cabezas, D. (2020). Instagram Engagement for University. In 2020 International Conference on Information Management and Technology (ICIMTech) (pp. 887-892). IEEE. https://doi.org/10.1109/ICIMTech50083.2020.9211134

Maringe, F. (2006). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466–79. https:// doi.org/10.1108/09513540610683711

Menon, M. E., Saiti, A., & Socratous, M. (2007). Rationality, Information Search and Choice in Higher Education: Evidence from Greece. Higher Education, 54(5), 705–21. https://doi.org/10.1007/s10734-006-9019-3

Moogan, Y. J. (2011). Can a higher education institution’s marketing strategy improve the student‐institution match? International Journal of Educational Management, 25(6), 570–89. https://doi.org/10.1108/09513541111159068

Ortega, J. L. & Aguillo, I. F. (2009). Mapping World-Class Universities on the Web. Information Processing & Management, 45(2), 272–79. hthttps://doi.org/10.1016/j.ipm.2008.10.001

Özdemir, A., Tozlu, E., Şen, E., & Ateşoğlu, H. (2016). Analyses of Word-of-Mouth Communication and Itseffect on Students’ University Preferences. Procedia-Social and Behavioral Sciences, 235, 22–35. https://doi.org/10.1016/j.sbspro.2016.11.022

Peruta, A. & Shields, A. B. (2016). Social Media in Higher Education: Understanding How Colleges and Universities Use Facebook. Journal of Marketing for Higher Education, 27(1), 131–43. https://doi.org/10.1080/08841241.2016.1212451

Rehman, M. A., Woyo, E., Akahome, J. E., & Sohail, M. D. (2020). The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions. Journal of Marketing for Higher Education. https://doi.org/10.1080/08841241.2020.1852469

Rodríguez, A. & Santamaría, P. (2012). Análisis del uso de las redes sociales en Internet: Facebook y Twitter en las Universidades españolas (Analysis of the use of social networks on the Internet: Facebook and Twitter in Spanish Universities). ICONO14, Revista científica de comunicación y tecnologías emergentes, 10(2), 228–246. https://doi.org/10.7195/ri14.v10i2.198

Rojas-Méndez, J. I., Vásquez-Párraga, A. Z., Kara, A., & Cerda-Urrutia, A. (2009). Determinants of Student Loyalty in Higher Education: A Tested Relationship Approach in Latin America. Latin American Business Review, 10(1), 21–39. https://doi.org/10.1080/10978520903022089

Sampaio, C. H., Perin, M. G., Simões, C., & Kleinowski, H. (2012). Students’ Trust, Value and Loyalty: Evidence from Higher Education in Brazil. Journal of Marketing for Higher Education, 22(1), 83–100. https://doi.org/10.1080/08841241.2012.705796

Saraite-Sariene, L., Gálvez Rodríguez, M. D. M., & Haro de Rosario, A. (2018). Exploring Determining Factors of Web Transparency in the World’s Top Universities. Revista de Contabilidad, 21(1), 63–72. https://doi.org/10.1016/j.rcsar.2017.07.004

Segura-Mariño, A. G., Paniagua-Rojano, F. J., & Fernández-Sande, M. (2020). Metodología para evaluar la comunicación universitaria en Facebook y Twitter (Methodology to evaluate university communication on Facebook and Twitter). Prisma Social, (28), 127–144. Retrieved from https://revistaprismasocial.es/article/view/3357

Shields, A. B. & Peruta, A. (2018). Social Media and the University Decision. Do Prospective Students Really Care? Journal of Marketing for Higher Education, 29(1), 67–83. https://doi.org/10.1080/08841241.2018.1557778

Simões, C. & Soares, A. M. (2010). Applying to Higher Education: Information Sources and Choice Factors. Studies in Higher Education, 35(4). 371–389. https://doi.org/10.1080/03075070903096490

Slack, K., Mangan, J., Hughes, A., & Davies, P. (2014). ‘Hot’, ‘Cold’ and ‘Warm’ Information and Higher Education Decision-Making. British Journal of Sociology of Education, 35(2), 204–223. https://doi.org/10.1080/01425692.2012.741803

Sumartias, S. & Nuraryo, I. (2017). Student satisfaction, University brand image and its impact on word of mouth communication. International Journal of Applied Business and Economic Research, 15(19), 475-483.

Sutherland, K., Davis, C., Terton, U., & Visser, I. (2018). University Student Social Media Use and Its Influence on Offline Engagement in Higher Educational Communities. Student Success, 9(2), 13–24. https://doi.org/10.5204/ssj.v9i2.400

Vallaeys, F. (2008). Responsabilidad social universitaria: una nueva filosofía de gestión ética e inteligente para las universidades (University Social Responsibility: A New Philosophy of Ethical and Intelligent Management for Universities). Educación superior y sociedad, 13(2), 191–220. Retrieved from https://unesdoc.unesco.org/ark:/48223/pf0000182170

Veas, C. (2015). La Política y Gestión Comunicacional como aporte al desarrollo de la gestión institucional de las Universidades Chilenas (Communication Policy and Management as a contribution to Chilean universities institutional management). Revista Internacional de Relaciones Públicas, 5(9), 179–206. https://doi.org/10.5783/RIRP-9-2015-10-179-206

Vera Silva, C. & Gouveia Rodrigues, R. (2012). Web Site Quality Evaluation in Higher Education Institutions. Procedia Technology, 5, 273–282. https://doi.org/10.1016/j.protcy.2012.09.030

Viladrich, C., Angulo-Brunet, A. & Doval, D. (2017). Un viaje alrededor de alfa y omega para estimar la fiabilidad de consistencia interna (A journey around alpha and omega to estimate internal consistency reliability). Anales de Psicología, 33(3), 755–782. https://doi.org/10.6018/analesps.33.3.268401