In service organizations and institutions, such as educational institutions, it is very sensitive to establish proper relationships with customers in the field of providing services. Therefore, this research aims to investigate the mediating role of customer attachment in the effect of service quality on brand experience and customer's patronage intention. This research statistical population includes language learners of educational institutions in Mashhad. The number of statistical samples was determined using Cochran's formula of 384 people and the sampling method is available. The research method is descriptive and survey type and four questionnaires were used in this research. These four questionnaires include the customer's patronage intention questionnaire by Kiola et al. (1999) with 3 questions, the brand experience questionnaire by Brakus et al. (2009) with 6 questions, the customer attachment questionnaire by Holbeck et al. (2014) with 10 questions and finally the service quality questionnaire by Ekinsi (2001) and Ekinsi et al. (2008) with 8 questions. The face validity of the questionnaire was investigated using the opinions of several professors of the management group in the Sanabad Golbahar Institute of Higher Education and the construct validity was also investigated through factor analysis and Cronbach's alpha was used to evaluate and measure the reliability of the questionnaire. Structural equation modeling methods and "SPSS" and "AMOS" software were used to analyze data and test hypotheses. The results of the data analysis showed that service quality affects customer attachment, and customer attachment affects the brand experience, and customer's patronage intention. In addition, customer attachment mediates the relationship between service quality, brand experience, and the customer's patronage intention.
