Customer loyalty is a key aspect of successful business, especially in the education sector. Private schools, like other educational institutions, face a challenge of attracting and retaining students and their families. The research objective is to determine the level of customer loyalty and draw conclusions to optimize the quality of educational services. The target audience of this study includes clients and staff of private Russian schools. The methodological basis consists of tools for assessing customer satisfaction and loyalty, methods for collecting primary data through telephone and personal interviews. The sample size was 4,200 people. The study showed that consumer loyalty decreases if the problems voiced by clients are not resolved for a long time. In addition, the loyalty of external clients depends on the loyalty of internal clients. The results obtained made it possible to increase the number of clients, control the level of customer satisfaction and staff attrition, and introduce new methods for child development. Studying customer loyalty in private schools helps us understand what factors influence the choice of an educational institution and how the quality of services provided can be improved. It also helps us understand what factors influence the choice of an educational institution.