Doświadczenia relacyjne w szkolnictwie wyższym i ich wpływ na wizerunek uczelni oraz lojalność studentów
Relational Experience in Higher Education and its Impact in the University’s Image and Students’ Loyalty

Summary/Abstract: Purpose of the article: the article aims to analyse students’ relational experience at the university and to determine their impact on students’ loyalty and the image of the university. Research of methodology/research approach: quantitative study (survey). Key findings/analysis: the results of the study allow for identification of four dimensions of students’ relational experience and confirm the positive correlation between experiential dimensions, students’ loyalty, and perception of the university’s image. Also, the level of loyalty and perception of the university’s image depend on population characteristics (e.g. year of study). Practical implications: knowledge about the dimensions and consequences of relational experience can be a significant source of competitive advantage for higher education institutions and can affect their ability to attract and retain customers (students). Social implications: higher education plays an important role in the social and economic development of a country. Understanding of the specifics of experience in education can contribute to its better functioning, consequently influencing social welfare.

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