Students' desertions can be a threat to the proper functioning and management of a Higher Educational Institution. Based on the theoretical model named the Relationship Quality-based Student Loyalty that combines relationship marketing to educational studies retention constructs, the main objective of this study is the evaluation of the Relationship Quality-based Student Loyalty constructs in a Brazilian Higher Educational Institution reality and the identification of significant differences when evaded and nonevaded students groups are compared. A survey was carried out with 314 undergraduate students along with their secondary data. Data analysis was performed using Partial Least Square technique to test the model validity, Partial Least Square--Multiple Group Analysis to compare groups, and Mann-Whitney U test to identify significant differences in the parameters. Six of the eight hypotheses were entirely or partially confirmed. Those results can help educational managers to adopt a different positioning about student retention factors, in attempt to improve commitment and perceived quality.