Influencia de la imagen corporativa en la eficiencia de los servicios públicos: un análisis empírico

The paper aims to deal with the problems of efficiency measurement of organisations managing state social services from the perspective of the corporate image they project to different social collectives, and particularly, users. Taking the initial hypothesis that management of state services in charge of social services pursues as a priority the satisfaction of citizens using the services, we consider extremely suggestive the specific experience in the Social Security Office of Las Palmas, Gran Canaries, where, surprisingly, we have witnessed scant acceptance of practical improvements in perceived public opinion. The reason, apparently, resides in the obstacle represented by the prevailing overall image of the institution, which we could almost say renders efforts at other levels useless. If these conclusions extracted from the aforementioned paper are verifiable it may be that social security services systems throughout Spanish territory should seriously consider the need of including in their plans an improvement in their management quality, efficient attention to their corporate image and communication strategy. Without this, perhaps all their efforts to improve service quality to users and clients will turn out to be sterile.