Name: JUCIÉLI ALVES DA COSTA
Publication date: 14/08/2024
Examining board:
Name |
Role |
|---|---|
| BRUNO DE ALMEIDA VILELA | Examinador Interno |
| FLAVIA MAYER DOS SANTOS SOUZA | Examinador Externo |
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | Presidente |
Summary: This study aims to investigate the attributes that form the organizational image of
Ifes, as perceived by the internal public of Ifes - Campus Serra, including students,
faculty, and administrative staff. To support the research, the following topics were
addressed: image management, identity, organizational image and reputation, as well
as themes related to organizational communication, public communication, and
internal public, relating how these topics influence the organizational image.
Methodologically, the Image Configuration Method (ICM), proposed by Schuler and
De Toni (2015), encompassing both qualitative and quantitative approaches, was
applied. In the qualitative stage, data collection was carried out through structured
interviews to identify the main attributes that form the organizational image of Ifes,
from the perspective of students, faculty, and administrative staff. Data analysis in
this phase was based on Bardin's content analysis (2016). The terms and variables
extracted from this analysis were used to prepare the questionnaire for the next
phase. In the quantitative phase, data collection was conducted through a
questionnaire, which measured the degree of importance and satisfaction regarding
the attributes identified in the previous stage. The results revealed that the
organizational image of Ifes - Campus Serra is formed by 25 attributes, some of
which are negative. The central image is composed of the attributes: Educational
Excellence; Pleasant Environment; Pride; Developed Activities; Hostile Environment;
Transformative Education; and Interpersonal Relationships. Regarding the
dimensions of the image, it is influenced by rational and emotional attributes. In terms
of importance, all attributes are considered very important by the three groups. In
terms of satisfaction, students perceive reputation, pride, autonomy, professional and
technical training, innovation, and technology as well-rated attributes. From the
faculty's perspective, reputation, pride, and the activities carried out at the institution
are well evaluated. For administrative staff, only the location is well evaluated.
