Klient nowy a zatrzymany – determinanty satysfakcji studentów
New vs. existing customer: determinants of student satisfaction

Summary/Abstract: The aim of this article is to identify and present the key determinants of student satisfaction. The work has a research character. The first stage consisted of identifying the relevant attributes of an educational offer from the point of view of a student – the customer. The next stage concentrated on examining the differences in the assessment of the importance of the assets of the educational offers that occurred between the examined groups of students, that is, the so-called new and existing ones. For the purpose of the article, an existing customer was defined as one who was inclined to systematically use the services of the same higher education institution over a long period of time. Existing students completed first cycle studies at the WSB University of Wroclaw, Department of Economics in Opole and pursued their second cycle education at the same university. The students were requested to evaluate the organisation of their study courses, distribution of classes and conveniences, the infrastructure of the school and characteristics of lecturers. The aim of the third stage of the research was to determine the overall assessment of student satisfaction, which was determined as the sum of the size of satisfaction with the fulfilled requirements of the educational service as well as the size of the dissatisfaction due to failing to fulfil the requirements. The authors also calculated the absolute value of the differences between the overall evaluation of new students’ satisfaction and that of existing students. The first chapter presents the factors that influenced customer satisfaction and loyalty in light of the literature on the problem. The second chapter presents the research methods and implementation of the study. The results of the research and discussion are then provided in the next chapter. The summary presents the following conclusions: the evaluation of the majority of the analysed features relating to the quality of the educational service is similar in both analysed groups of students. Most frequently, differences occur in the assessment of the institution’s infrastructure. At the same time, all of the observed differences in the evaluation of the importance of the characteristics of an educational service are small.

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