Community Perception of the Corporate Image of Community Service at Private Universities in the Maracaibo Municipality

Abstract

The present study aimed to determine the general perception in the community of the corporate image of community service at private universities in Maracaibo. The theoretical foundation was based on authors such as, Scheinsohn (2006), Capriotti (2009) and Pizzolante (1996), among others. The methodology was descriptive, with a non-experimental, cross-sectional, field design. The target population consisted of 327 key informants. Data was collected using a questionnaire with Likert-type scale. Validity and reliability were determined using Cronbach’s alpha coefficient, obtaining 0.96. Results show that perception of the community is a key to conceptualizing or imaging community services at a private university.