This study aims to verify the innovation construct and its impact on student satisfaction and loyalty at HEIs in Brazil, adding other constructs to the original ECSI model: complaint, failure recovery, trust and word-of-mouth communication, proposing a model adapted and expanded from the ECSI-European model. The research is guided by the following problem: Can innovation, complaints, fault recovery, trust and word-of-mouth communication have an impact on the perception of student satisfaction and loyalty towards HEIs, in the light of new evidence of these constructs? This study used a methodology describing data analysis techniques, statistical data analysis, descriptive analysis, factor analysis and structural equation modeling. An extension was made to the ECSI-European model, introducing new constructs - innovation, complaint, failure recovery, trust and word-of-mouth communication. The results of this study show that the majority of the constructs were rated positively by the students, and were directly related to satisfaction and loyalty, including trust and fault recovery.