Abstract
The results of this study concluded that satisfaction with the program has the highest degree of association with student loyalty. Although service quality was found to be one of the key correlates to student loyalty to the program in face-to-face educational settings, it was found to be an insignificant element in assessing student loyalty to the program in online courses. Surprisingly, the construct of technology was found to be an important factor; specially, the role of using synchronous online tools. The findings also support relationship marketing theory (Morgan & Hunt, 1994) and the roles of commitment and trust. However, this research found the role of commitment more important than that of trust. This study recognized reputation of the university as a vital mediator for building a mutually beneficial relationship between students and universities. The research includes implications to help service providers (educational institutions) improve their marketing strategies to ensure that online students (customers) remain with their desired online programs.