This study combines research in education and services marketing to develop and test a model of seven factors hypothesized to be significant in student attitudes toward the classes they take and behavioral intentions that may be influenced by those attitudes. Based on a review of relevant literature and a series of focus groups, a survey was developed and administered to students in eight different required classes, two each in four different subject areas, at a university in the northeastern United States. The results show that factors related to the physical environment in which the course is conducted, the course topic, and the course execution, in addition to the instructor's personality, are significant influences on students' attitudes toward their classes. The evidence also indicates that emphasizing student participation in the class can have a positive effect on student commitment to excellence and appreciation of other students' contributions to the learning experience. (Contains 6 tables and 2 figures.)