Percepción del branding y la calidad del servicio en estudiantes de diferentes carreras de la UPS: Estudio comparativo

Abstract

This study analyzes the relationship between institutional branding and the quality of the student experience at the Salesian Polytechnic University, based on the perceptions of students in the Digital Business and Dentistry programs. Through student surveys and interviews with program directors and the Marketing and Admissions Office, the main strengths and weaknesses associated with brand identity, sense of belonging, and the quality of educational and administrative services were identified. The results show that, while there is a generally positive assessment, a significant proportion of students maintain critical perceptions. A key finding of this study is the level of identification with the institutional values among Digital Business and Dentistry students, which ranges from neutrality to disagreement. Similarly, the sense of belonging is nuanced, with a significant percentage of Dentistry students expressing neutrality. Regarding the quality of educational services, the greatest limitations are concentrated in Dentistry, where perceptions of laboratories, classrooms, and common areas tend to be negative. Furthermore, administrative responsiveness does not exceed 50% agreement. In contrast, Digital Business presents more favorable perceptions in terms of academic reliability and staff empathy. With these results, the study concludes that, although UPS's institutional branding shows significant progress, gaps persist between the communicated image and the actual student experience, highlighting the need to strengthen the coherence between brand discourse and the effective quality of educational services.