2011),"Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study", Chinese Management Studies, Vol. 5 Iss 2 pp. 194-206 http://dx.If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -In this paper, a model of student loyalty with graduate online programs utilizing relationship marketing theory elements was developed. The relationships between service quality, commitment and satisfaction, reputation and ultimately loyalty were explored. The purpose of this paper is to investigate the relationships between factors that may lead to customer loyalty in online educational organizations. Design/methodology/approach -Case study/quantitative methods were used. Findings -This research assessed customer loyalty intentions by examining the service quality, commitment, satisfaction, and reputation of online students in master's level online programs. Originality value -The relationship between service quality, commitment, satisfaction, reputation, and loyalty have not been adequately investigated in online master's programs.