Managing alumni loyalty. Poland from an international perspective

• Autorzy: Bugaj Justyna Maria , Rybkowski Radosław

Identyfikatory

DOI

10.17512/pjms.2022.26.2.05

Warianty tytułu

PL

Zarządzanie lojalnością absolwentów. Polska w perspektywie międzynarodowej

• Języki publikacji: EN

Abstrakty

EN

The aim of the paper is to identify the loyalty management determinants of university alumni. As the pandemic has influenced all walks of life, including university performance and, as a result, the relations between the university and the alumni. The paper also addresses the impact of COVID-19 on selected alumni loyalty programs. The critical literature research was enriched with the analysis of loyalty programs of selected 15 universities under the EU-sponsored “Forge of Professionals 7” project, with the follow-up analysis of 2 universities during the COVID-19 pandemic. As a result, alumni loyalty determinants were developed. Managing alumni loyalty could be divided into three groups: alumni-based, university-based, and mixed. The most important factor influencing alumni loyalty is not the organization of alumni loyalty management, but the communication tools used by a university. The implementation of the results can bring numerous benefits to the universities: they can enjoy great flexibility in managing alumni relations systems. The university willing to strengthen alumni relations must take this from a strategic point of view. Establishing flourishing alumni relations is always a long process, requiring bold planning and consistent execution. Its value is a practical approach to the management of the relationship between a university and its alumni, and as such, it can greatly contribute to improving policy and practice in higher education.

PL

Celem artykułu była identyfikacja determinant zarządzania lojalnością absolwentów uczelni. Pandemia wpłynęła na wszystkie dziedziny życia, w tym na pracę uczelni, a co za tym idzie na relacje między uniwersytetem a absolwentami. Wykorzystano metodę krytyczno-empiryczną, w tym analizę programów lojalnościowych wybranych 15 uczelni w ramach finansowanego przez UE projektu „Forge of Professionals 7”, oraz analizę relacji z absolwentami 2 uczelni w czasie pandemii COVID-19. W efekcie powstały determinanty zarządzania lojalnością absolwentów. Można je podzielić na trzy grupy: te inicjowane przez absolwentów, te inicjowane przez uczelnię i inicjatywy mieszane. Jednak najważniejszym czynnikiem wpływającym na lojalność absolwentów nie jest organizacja zarządzania lojalnością absolwentów, ale narzędzia komunikacji wykorzystywane przez uczelnię. Uczelnia, która chce wzmocnić relacje z absolwentami, musi spojrzeć na to ze strategicznego punktu widzenia. Nawiązywanie efektywnych relacji z absolwentami to zawsze długi proces, wymagający odważnego planowania i konsekwentnej realizacji. Jego wartością jest przedstawione praktyczne podejście do zarządzania relacjami między uczelnią a jej absolwentami i jako takie może w znacznym stopniu przyczynić się do poprawy polityki i praktyki w szkolnictwie wyższym.

Słowa kluczowe

EN

higher education; alumni loyalty; alumni programs; university relations management

PL

szkolnictwo wyższe; lojalność absolwentów; programy lojalnościowe; zarządzanie relacjami w uniwersytecie

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2022
• Tom: Vol. 26, No. 2
• Strony: 75--91
• Opis fizyczny: Bibliogr. 61 poz.

Twórcy

autor

Bugaj Justyna Maria

• WSB University

• https://orcid.org/0000-0002-0652-4134

autor

Rybkowski Radosław

• Jagiellonian University

• https://orcid.org/0000-0002-2556-6698

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Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).