The purpose of this study is to identify the elements of the services in an English Teaching Institute, that satisfy students, are perceived as values and are considered as essential for the students retention. Field research, in form of questionnaire and interviews, with students and parents, have been carried out, in order to understand what elements of the educational services generate their satisfaction and retention. First, concepts about quality, satisfaction and retention have been discussed. The research was based on the literature about Marketing of Education, Services and Relationship. This research allowed the conclusion that satisfaction is relevant for the clients retention, but not enough to prevent them from cancelling. It is necessary to identify the reasons for dissatisfaction to adjust the offers to the clients necessity.