ANÁLISIS DE LA REPUTACIÓN DE LA UEES DESDE LA PERSPECTIVA DEL CONSUMIDOR

Abstract

Currently, every type of company invests and takes great care about the brand reputation that has developed in terms of its products and services. The present study has been developed in order to analyze the reputation of Universidad de Especialidades Espiritu Santo (UEES) from a costumer perspective. Its development was carried out because the university evaluates the academic fields but not the reputation that it has from the student’s perspective. To carry out the study, literature related to the subject was reviewed, identifying consumer behavior, in this case university student and their parents, briefly analyzing the marketing of university services. In addition, the Reptrak corporate reputation model was used to analyze the university reputation from student’s perspective. The main results were that UEES clients believe that the university has an excellent financial performance, high growth prospects, is innovative and respectful of the environment, among other conclusions that encourage the institution, which has led to an adequate brand management. Recommendations are presented after the report of the present study, such as develop the study annually. It is intended that this study as well as other tools, serve as basis for measuring the brand reputation.