Korean higher education institutions are experiencing rapid environmental changes, which require intensive restructuring. In particular, regional universities and colleges face issues such as decrease of applicants and increase of drop out; the significance of building and maintaining quality relationships with enrolled students is growing. Therefore, the current study explored the factors that constitute students' experience with their universities and examined how those factors influence the perceived quality of student-university relationships in the context of organization-public relationships. Focus group interviews were conducted with seven groups of students who were enrolled in the universities located in the Busan area. The findings of the study shows that students perceived faculty, student community and university administrative organization as 'university' that they have relationships with, and the experience and interaction with them influenced the perceived relationship quality.