Imagen institucional en la educación superior: Una revisión sistemática de conceptos, dimensiones y enfoques de medición
DOI:
https://doi.org/10.26820/recimundo/9.(4).oct.2025.190-210Keywords:
Imagen institucional, Educación superior, Revisión sistemática, Calidad de servicio, E-learningAbstract
Esta revisión sistemática siguiendo la metodología PRISMA, resumió la evidencia de la literatura sobre la imagen institucional en la educación superior y su relación con la calidad del servicio y el e-learning. El objetivo fue sintetizar, critica e integrar la evidencia científica más reciente sobre los conceptos, dimensiones, enfoques y efectos de la imagen universitaria, con especial énfasis en la calidad de servicio. Después de analizar 38 artículos de un total de 1256 identificados en Scopus y Web of Science. Los resultados indican que la imagen universitaria es un constructo polisémico, conceptualizable como representación holística y un conjunto de atributos o señal heurística. Medirla presenta una dualidad entre el paradigma psicométrico por escalas y la conductual digital con métricas en línea. La síntesis temática identifico que la imagen actúa como un núcleo mediador psicosocial traduciendo las experiencias de calidad en satisfacción y lealtad estudiantil. Sin embargo, representa un trilema de investigación por desfases temporales, contextuales y teóricas. Como conclusión la gestión de la imagen universitaria requiere un enfoque holístico y dual, integrando la comunicación de identidad, la mejora de atributos y el monitoreo digital. Las investigaciones futuras deben superar el trilema con estudios longitudinales, interculturales y de integración teórica para brindar herramientitas estratégicas a las universidades en un contexto educativo renovadorDownloads
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