Filipe, SandraBarbosa, Maria2014-07-232014-07-2320121647-19891647-1989http://hdl.handle.net/10437/5390The aim of the present research is to identify the factors that lead to a satisfactory relationship between the customer and the organization in the context of Higher Education. In order to evaluate customer loyalty a questionnaire was applied to the students in the last year of Undergraduate Studies at the Aveiro University in Portugal. The answers to the interviews were analyzed using the textual content analysis.application/pdfporopenAccessMARKETING RELACIONALRELATIONSHIP MARKETINGMARKETINGENSINO SUPERIORHIGHER EDUCATIONarticle