Bibliographic citations
Guzmán, C., Quispe, J., Villacorta, M. (2023). La comunicación de las acciones de sostenibilidad y su relación con la reputación corporativa de una entidad financiera ante sus clientes digitales en Lima Metropolitana, año 2022 [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/669398
Guzmán, C., Quispe, J., Villacorta, M. La comunicación de las acciones de sostenibilidad y su relación con la reputación corporativa de una entidad financiera ante sus clientes digitales en Lima Metropolitana, año 2022 [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/669398
@mastersthesis{renati/1295048,
title = "La comunicación de las acciones de sostenibilidad y su relación con la reputación corporativa de una entidad financiera ante sus clientes digitales en Lima Metropolitana, año 2022",
author = "Villacorta Calderon, Mario Edwin",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The objective of this research is to determine the relationship of the communication of sustainability actions with the corporate reputation of a financial institution by its digital clients in Metropolitan Lima, year 2022. To achieve the proposed objective, an investigation with a quantitative approach was carried out. with the digital customers of a financial institution. In this case BBVA was chosen. For this, a survey was carried out on 149 clients, contemplating the dimensions of the independent variable of communication of sustainability actions: message, issuer, channel; as well as the dimensions of the dependent variable of reputation: commercial management, innovation and corporate governance. To measure the degree of correlation between both variables, Spearman's Rho Coefficient was used, obtaining a significance level of α = 5% and with a correlation coefficient of 0.662, indicating the existence of a moderate positive correlation. In this way, it was concluded that there is a relationship between the communication of sustainability actions and the corporate reputation of a financial institution, so it is important that companies contemplate the transmission of their sustainability actions in the same way that they contemplate business management communication. In addition, as a contribution to the research, an analysis of BBVA's external communication was carried out, from January to December 2022. In this way, it was determined that it is important that companies contemplate the transmission of their sustainability actions in a clear and easily through its digital channels and press management.
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