| Summary: | This article aims to contribute with Perceived Value studies, in the context of relationship marketing, focusing the research in the relationship among higher education institutions and their students. The objective was to develop and test a theoretical model which integrates components used by higher education intitutions’ students to evaluate perceived value concerning these institutions services, such as its impact on students loyalty and satisfaction. To do so, a conceptual model was created based on literature review, and tested using Structural Equations Modeling. The tested model proposes relationship quality, specifically through relationship satisfaction, as a loyalty antecedent, highlighting effectiveness of relationship marketing actions in nature continues services, specially in the educational sector. The relations highlighted in the model show that the predictors of Perceived Value are Perceived Quality, Behavioral Price, Monetary Price, Reputation and Emotional Response. Monetary Price is the construct which more influenced the Perceived Value, followed by Reputation, indicating that higher education institutions should concern about image and status. The conclusions highlight the importance of creating value to customers and establishing satisfactory relational ties with them.
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