La comunicación externa y la imagen corporativa en la Municipalidad del Cantón Mocha

Abstract

The research work focuses on the study of external communication and corporate image, considering that the communication is a tool that favors in the improvement of the interpersonal relations focusing on the external client, increasing the selfesteem and belonging to the institution what Favors in labor relations; The work integrates in the methodology the critical paradigm purpose, with the quantitative and quantitative approaches; In addition, in the basic modality field research was used that favored the collection of direct information, the documentary bibliographic study made it possible to obtain information from previous work, contributing in the theoretical framework in the interpretations and in the writing of conclusions, the Exploratory type contributed to examine the problem in its causes and effects for a greater understanding was descriptive because it analyzes the variables establishes a correlation between external communication and corporate image, the population integrates thirty-two employees of the Municipality of the Mocha canton; Determining the need to develop strategies for the improvement of institutional and organizational communication.