Customer satisfaction plays an important role to enhance the level of customer loyalty and retention in any organization. By providing better service quality to the students, it can be a powerful weapon in creating competitive advantage for UiTM Melaka City Campus. Hence, this study was conducted to examine the level of students’ satisfaction towards quality of services rendered by Academic Affairs Division in UiTM Melaka City Campus. This study focused on bachelor degree students in UiTM Melaka City Campus, represented by 200 respondents by four bachelor degree programs which were from Bachelor of Administrative Science, Bachelor of Accountancy, Bachelor of Business Administration and Bachelor of Tourism Management. The main objectives of this study were to identify which service quality dimensions that can lead to students’ satisfaction. The research objectives were to measure the level of satisfaction towards the quality service provided, to determine the level of service quality dimension, to examine the relationship between the service quality dimensions and level of satisfaction and to determine the effect of gender between service quality dimensions and students’ satisfaction. The statistical techniques used in this study are Descriptive Statistics, Correlation Analysis and T-test. The instrument utilized in this study is a set of questionnaire based on the adaptation of established measurements of SERVQUAL dimensions developed by Parasuraman. The study revealed that majority of the respondents felt that quality of service rendered by Academic Affairs Department was satisfactorily instead of excellent.
