RESPONSABILIDADE SOCIAL E IMAGEM CORPORATIVA DE UMA INSTITUIÇÃO DE ENSINO SUPERIOR NA PERCEPÇÃO DO CORPO DOCENTE

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The overall objective of this study is to analyze the image of a private Higher Education Institution (HEI) in the city of Curitiba, PR, from a perspective of social responsibility, based on the economic, legal, ethical and philanthropic dimensions proposed by Carrol (1979 ,1991). In particular, it seeks to: a) identify the views of managers of the organization on the theme of social responsibility, and the socially responsible actions taken by the HEI; b) discover the views of the HEI teaching staff in relation to the social responsibility programs established c) identify the image the teaching body has of the HEI, in terms of its cognitive, affective and global aspects; d) determine the existence of widely divergent views among the teaching staff, according to their age, level of education and length of service with the HEI; and e) determine the association between the teachers views on social responsibility, and their perceived image of the institution. In this investigation, an exploratory, descriptive study was carried out, using qualitative and quantitative approach, through documentary analysis and questionnaires, which were applied to the managers and to 60 teachers of the organization studied. The data were then analyzed using parametric and non-parametric statistics. The results show that for the managers, the meaning of social responsibility does not cover all the dimensions proposed by Carrol (1979-1991), as the economic, ethical, and philanthropic issues are not perceived as being the social responsibility of the organization. Only legal responsibility was recognized among the HEI managers. The only social project to be implemented in the HEI is the Faculdade Aberta para a Terceira Idade Open College for Senior Citizens. The other actions carried out by the HEI, such as those geared towards the internal public are not considered, by the managers, to be the companys social responsibility. The teachers gave moderate recognition to the economic, ethical and philanthropic responsibility, with average scores of 4.48, 4.52 and 4.43 for these aspects, respectively, on a 6-point scale. Meanwhile, legal responsibility was given more weight, with a score of 5.05. The affective image (3.85) is given less weight than the cognitive (4.12), and the global image is attributed medium weight (3.78). Personal information such as age and length of time working for the company had a significant influence on formation of the image of the institution, in relation to the issue of social responsibility. The results of the research, obtained by statistical tests, led to the conclusion that the teachers` perceptions of socially responsible actions by the HEI influences the formation of the organizations image, with the exception of economic responsibility, which, it was observed, does not influence the affective image of the organization.

ASSUNTO(S)

imagem corporativa responsabilidade social responsabilidade social da emprea higher education institutions instituições de ensino superior social responsibility administracao corporate image

ACESSO AO ARTIGO

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