Perception of University Students Regarding the Corporate Reputation of a Private University in the City of Trujillo

Antenor Jurado Rosas A.; Ismary Barinotto Roncal P.; Miguel León Mantilla R.; Esther Delgado Almendras D.; Renato Polo Pereda J.; Alfredo Castañeda Nassi J.; Ligia Peña Pazos G. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.334

Resumen

This research aims to assess university students' perceptions of the corporate reputation of a private university in Trujillo. Utilizing the REPTRACK Model, it explores students' views on the university's services. The study, with a mixed approach and descriptive scope, involved 264 students from Trujillo. Methods included a questionnaire and a Focus Group. Results indicated average ratings in Citizenship, Work, and Integrity (Rs=3.4), while Finance scored lower (Rs=2.99), suggesting economic management issues. However, Innovation scored higher (Rs=3.55), indicating adaptability. The Focus Group identified a medium-low reputation, affected by administrative and academic issues, but noted positives like infrastructure quality and flexible payment options for extracurricular activities. Overall, students' evaluation of the university's reputation is neutral.

Instituciones: Universidad Privada Antenor Orrego