This study aims to investigate the direction andstrength of the relationships among service recovery,relationship quality, and brand image in higher educationindustries. This research provides a framework for schoolmanagers to understand service recovery from an opera-tions perspective. Structural equation models were used totest the proposed relationships: relationships linking rela-tionship quality, service recovery, and brand image inhigher education industries. The data source is a survey ofundergraduate students at universities in Taiwan. The totalsample was composed of 600 surveyed students from 12universities. Of this total, 550 students answered thequestionnaire, 526 of whom answered all of the studyquestions. These figures represent a success rate of morethan 80 %. From these results, the following three researchhypotheses were tested: (H1) Service recovery is positivelyassociated with relationship quality; (H2) Service recoveryis positively associated with brand image; and (H3) Rela-tionship quality is positively associated with brand image.Viewing schools as having service recovery and relation-ship quality affected the brand image of students. Based onthese results, schools managers can address servicerecovery and relationship quality to achieve a good schoolbrand image. In addition, the author presents numerousrelevant directions for future research and highlights thefindings’ implications for research and practice. Finally,the author discusses the study’s limitations

• A Study of the Interrelationships Among ServiceRecovery, Relationship Quality, and Brand Imagein Higher Education Industries