This research proposes an integrative model of continuing education of a university and to discuss how service quality, service value, and customer satisfaction would affect customer loyalty. With data collected from 365 students in the continuing education center of a private university, this study investigates whether the causal sequence among these constructs is in the sequence of cognition (service quality and service value) → affect (customer satisfaction) → conation (customer loyalty). Between the two cognitive constructs, service quality emerged as a more important total effect determinant of customer satisfaction and customer loyalty than service value. Results also indicate that service quality has no significant direct impact on customer loyalty. However, service value and customer satisfaction do playa mediating role in the effect of service quality on customer loyalty. The results also support the additional evidence that customer satisfaction is the dominant predictor of customer loyalty in continuing education of a university.