Desafíos y oportunidades en la gestión de confianza y reputación en Instituciones de Educación Superior

• Wilson Montenegro-Velandia https://orcid.org/0000-0003-0846-6692
• Migdalia-Josefina Caridad-Faria https://orcid.org/0000-0001-9389-248X
• Ana-Ysolina Soto-de-Clavero https://orcid.org/0000-0003-4050-4089

DOI: https://doi.org/10.31876/rcs.v31i1.43495

Palabras clave: Gestión de Confianza, reputación de marca, educación superior, responsabilidad social corporativa, gestión de crisis

Resumen

Las organizaciones se hacen ostensibles al riesgo reputacional cuando la imagen corporativa o de marca que han edificado podría verse perjudicada. En ese sentido, el presente estudio tiene como objetivo comprender las dinámicas que afectan la confianza y la reputación de las instituciones de educación superior. A través de una revisión sistemática de la literatura y un análisis bibliométrico, se identificaron tres hallazgos fundamentales. En primer lugar, la evolución conceptual revela una transición desde preocupaciones operativas hacia aspectos más amplios, como la incorporación de términos tecnológicos y socioemocionales. En segundo lugar, se destaca la relación directa entre la confianza percibida y la transición de la imagen de marca a la reputación de marca en la toma de decisiones de los estudiantes al elegir una institución educativa superior. La confianza y la reputación de marca, basada en la percepción de integridad, competencia y benevolencia, es esencial para atraer y retener estudiantes. En tercer lugar, las estrategias para enfrentar desafíos y crisis incluyen la importancia de la transparencia y la calidad educativa en la construcción de una marca sólida. Finalmente, en conclusión, la Responsabilidad Social Corporativa se presenta como una estrategia indirecta para mitigar crisis, mantener la confianza y proteger la reputación.

Citas

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