Relational marketing is important for the management of university administrative models, as it promotes long-lasting and mutually beneficial relationships among the academic community. The objective of this article is to identify how the relationship of trust, satisfaction and loyalty of the professor contributes to the management of organizational models in universities to improve corporate reputation. The quantitative methodology was applied, with surveys and under systems of structural equations. There is a relationship between trust, satisfaction and loyalty as strategic axes of relationship marketing to improve corporate reputation. It is concluded that, although universities have defined the importance of designing and implementing marketing plans, it is necessary to do so with a focus on relationships with stakeholders, specifically, professors. © 2021, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved.