Imagem em organização pública: um estudo de caso no poder judiciário do Rio Grande Do Norte

Abstract

Image is considered a competitive instrument when organizations, whether public or private, identify how users perceive it, and thus develop strategies that meet these expectations. This study aimed to analyze the perception of experts qualified in the CPTEC of the Judiciary of Rio Grande do Norte about the Image of the Expertise Center. Regarding the methodology, the research is descriptive, quantitative and qualitative in nature and presents as a research strategy the case study, based on an intentional non-probabilistic sample and data collected through an electronic questionnaire between 22th of October and 12th of November in 2019, this survey had 251 respondent experts. The results were analyzed using descriptive statistics and the use of the multiple linear regression method. As a result, it was highlighted that the perception about the attributes that make up the image of the Expertise Nucleus differ according to the specialty and is influenced by the time the expert works with the sector. In addition, it was noted that the registered experts maintain an emotional and affective relationship with the Center. To further studies, it is suggested to stratify the perception according to all registered specialties and thus understand how each strategic audience perceives it.