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A influência da imagem do IUM no comprometimento, confiança e satisfação dos docentes e auditores
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| 1.68 MB | Adobe PDF |
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Abstract(s)
As Instituições de Ensino Superior procuram associações significativas com docentes e alunos, investindo na reputação, na imagem da marca e em melhorar o vínculo com a Organização.
Com a presente investigação pretendeu-se avaliar a relação entre a perceção de docentes e alunos sobre o Instituto Universitário Militar e os seus níveis de comprometimento, confiança e satisfação.
A investigação seguiu uma estratégia quantitativa, num quadro de desenho de pesquisa longitudinal com extensão transversal, e o instrumento de medida foi construído através de escalas traduzidas e validadas para o contexto militar português.
Os resultados do estudo revelam que a imagem do Instituto tem um impacto significativo no comprometimento, satisfação e confiança dos docentes e alunos, embora com diferenças entre grupos. Constatou-se ser possível tomar medidas nas variáveis de desempenho, identificação e de cocriação da imagem da marca para melhorar a imagem e reputação da instituição, resultando num aumento do apego, com implicações relevantes no comprometimento, satisfação e confiança dos docentes e alunos.
A investigação apresenta importantes contribuições para a literatura, confirmando parcialmente os modelos existentes e acrescentando conhecimento empírico sobre novas associações.
Higher Education Institutions search for meaningful associations with professors and students, investing in reputation, brand image and improving the bond with the Organization. The present investigation aimed to evaluate the relationship between the perception of professors and students about the Military University Institute and their levels of commitment, trust, and satisfaction. The investigation followed a quantitative strategy, in a framework of longitudinal research design with cross-sectional extension, and the measurement instrument was constructed using scales translated and validated for the portuguese military context. The results of the study reveal that the Institute's image has a significant impact on the commitment, satisfaction and confidence of professors and students, although with differences between groups. It was found that it is possible to take measures in the variables of performance, identification, and co-creation of the brand image to improve the institution's image and reputation, resulting in an increase in attachment, with relevant implications for the commitment, satisfaction and confidence of professors and students. The investigation makes important contributions to the literature, partially confirming existing models and adding empirical knowledge about new associations.
Higher Education Institutions search for meaningful associations with professors and students, investing in reputation, brand image and improving the bond with the Organization. The present investigation aimed to evaluate the relationship between the perception of professors and students about the Military University Institute and their levels of commitment, trust, and satisfaction. The investigation followed a quantitative strategy, in a framework of longitudinal research design with cross-sectional extension, and the measurement instrument was constructed using scales translated and validated for the portuguese military context. The results of the study reveal that the Institute's image has a significant impact on the commitment, satisfaction and confidence of professors and students, although with differences between groups. It was found that it is possible to take measures in the variables of performance, identification, and co-creation of the brand image to improve the institution's image and reputation, resulting in an increase in attachment, with relevant implications for the commitment, satisfaction and confidence of professors and students. The investigation makes important contributions to the literature, partially confirming existing models and adding empirical knowledge about new associations.
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Universidade Militar Desempenho e identificação da marca Cocriação da imagem de marca Reputação Apego Compromisso Confiar Satisfação Military university Performance and brand identification Brand image co-criation Reputation Attachment Commitment Trust Satisfaction