espanolLa responsabilidad social conforma una tendencia de accion administrativagerencial a ser apropiada como compromiso organizacional; bajo esta premisa se analizo la consistencia de la responsabilidad social en universidades privadas desde la gestion del Endomarketing. La investigacion enmarcada en el paradigma positivista y explicativo, arrojo como resultado que las universidades estudiadas presentan consistencia e inconsistencia en la incorporacion de sus valores institucionales a los procesos de trabajo, dificultando la interaccion entre los objetivos organizacionales y el compromiso con sus empleados, entendiendo que la consistencia ocurre cuando se logran alinear politicas institucionales con valores y etica como cimientos de la Responsabilidad Social EnglishSocial responsibility conforms a tendency of administrativemanagerial action to be appropriate as an organizational commitment; Under this premise we analyzed the consistency of social responsibility in private universities since the management of the Endomarketing. The research, framed in the positivist and explanatory paradigm, showed that the studied universities present consistency and inconsistency in the incorporation of their institutional values to the work processes, making it difficult to interact between the organizational objectives and the commitment with their employees, understanding that Consistency occurs when we are able to align institutional policies with values and ethics as the foundation of Social Responsibility.