Citas bibligráficas
Zambrano, V., (2019). El impacto de la identidad visual para generar empatía como parte de la cultura organizacional en empresas del sector bancario [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/651612
Zambrano, V., El impacto de la identidad visual para generar empatía como parte de la cultura organizacional en empresas del sector bancario [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/651612
@misc{renati/390178,
title = "El impacto de la identidad visual para generar empatía como parte de la cultura organizacional en empresas del sector bancario",
author = "Zambrano Fernández, Valeria Kamila",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
This research aims to assess the role of visual identity in generating empathy as part of the organizational culture of private companies in the banking sector. Therefore, it was hypothesized that the proper implementation of visual identity’s elements will help to generate values such as empathy that will be able to change and improve labor dynamics and bonds in Peru. The research type is descriptive, since it seeks to observe the phenomenon within the study and describe its behavior. In addition, the research design is mixed with qualitative and quantitative characteristics, including a field work with the intention of collecting information from the workers and specialists in the research topics. The main results show that there is a pleasant working environment for workers due to institutional values such as empathy, which successfully help to develop their labor relations as well. In addition, 100% of the participants claim to know their institutional values, which could mean that there is coherence in the visual communication that the elements of identity transmit, with colors and tone of voice as the most important elements to transmit. Finally, it was possible to assess the role of visual identity as an empathy generator in the banking institutions. It can also be affirmed that corporate visual identity helps to transmit internal communication in a coherent way as well as it supports the values established in the organizational culture by establishing labor relationships based on empathy.
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