Identidad Corporativa de la Industria Petroquímica de Venezuela. Una visión desde sus empleados

The objective of this research is to analyze the corporate identity of the Petrochemical industry in Venezuela. The research design was classified as cross-sectional and the population was made up of the entire fixed payroll of the Corporation, consisting of analysts, supervisors, superintendents and line managers. A sample was calculated, with a confidence level (Z): 95%, Z≈ 1.96, as well as a p value = 0.5 and a margin of error of 5% and a population of 4,690 employees. The result, when replacing the respective values, gave rise to a total of 385 employees. Although in the research, there was a calculated population sample of 385 subjects, even though the three reminders were made via internal email, responses were obtained from 231 people. This scenario raised the need to calculate and analyze the return rate to better understand the scope and limitations of the research; thus, the return rate (or response rate) was 60.0%; although the full sample of 385 subjects was not reached, a return rate of 60.0% is reasonable and considered acceptable in many social and marketing studies. The analysis of these elements and their contribution to the overall perception of the company allowed us to conclude that visual elements, such as the logo and corporate colors, play a crucial role in the first impression of the company. On the other hand, verbal elements, including tone and style of communication, help define the voice of the company, and behavioral elements, which encompass the actions and behaviors of the organization, reinforce the coherence between what is said and is done.