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The relationship marketing shows itself to be essential in order that the relation between schools and students happens. This approach leads organizations to develop relationships directed to the retention and loyalty. The present paper aims to create a pattern to measure the loyalty and retention of the students in Brazilian higher education institutions. Therefore, an exploratory and qualitative theoretical research about the theme was carried out. As the main result, we have the elaboration of the Pattern of Loyalty and Retention of Students for Higher Education Institutions, which presents the following aspects as variables: satisfaction, perceived quality, social integration, academic integration, cognitive commitment, commitment with the aims, commitment with the professional activities, commitment with the family, commitment with non-academic activities, emotional commitment, reliance and loyalty.

Students’ loyalty and retention pattern for higher education institutions: a theoretical study based on the relationship marketing