This article results from an investigation aimed to search for the variables that explain the loyalty and satisfaction in higher education. The expectations of students -who were about to graduate- regarding university choosing were analyzed and compared to the ones that graduate students –who made repurchases in the same institution- had. Several differences were found regarding the perception of service performance. In addition, it was possible to verify this information through an analysis of multiple connections, and to create a profile of the repurchasers. It was found that low expectations can cause repurchases and these can also be generated by social and financial ties.