Resumen

CUELLAR, Luis  y  CACERES, Alfonso. Quantitative and Qualitative evaluation of the internal strategic communication proces at the Anzoategui head quarter of Universidad de Oriente. Saber [online]. 2013, vol.25, n.3, pp.330-337. ISSN 1315-0162.

The internal strategic communication theory of Varona Madrid (1999) proposes four key areas of analysis on culture and organizational behavior, which are orientation and training; compensation and benefits; institutional change and development and commitment and satisfaction. Based on those study components, this research assessed quantitatively and qualitatively the current intranet system at the Anzoategui headquarter of Universidad de Oriente. Methodologically, the study design was non-experimental, exploratory, transactional and multimodal or mixed. Data were collected by means of a survey and a qualitative structured interview on a research population made up of 53 secretaries and 3 key informants. Data analysis was conducted using IBM SPSS, version 19.0 for Windows and data triangulation. The research findings reported low levels of job satisfaction and institutional identity, as well as a scarce interaction between the chiefs and the administrative staff through their Intranet system. The implementation of digital interactive channels on their institutional electronic platform is suggested.

Palabras clave : Internal strategic communication; university intranet; social interaction digitized; ideology and discourse; UDO-Anzoategui.

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