The Colombian government has focused on the education of its citizens.In line with this initiative, this paper aims at making a contribution from educational relationship marketing, to strengthen virtual methodology in the post-graduate level.A qualitative study with indepth interviews until saturation level is used to ascertain the reasons that affect attrition and retention in the academic program.The factors with greater impact found were first, those programs related to academic services which are made relevant to the attention to students, difficulties with platform and technology in general; and secondly programs related to curriculum and instruction regarding service failures by tutors and curriculum.