To be part of the learning institution, academic affairs need to make sure their service quality can have a good impact and increase customer satisfaction. Providing the highest level of service quality has become a must for most businesses nowadays. Thus, this paper intends to study the customer satisfaction involved students of UiTMCK in communicating with the staff of the Academic Affairs Unit and the students as the respondents came from business study backgrounds. The independent variables are tangibles, reliability, assurance, empathy and responsiveness taken from the SERVQUAL model, meanwhile, the dependent variable is customer satisfaction. The population of this study was 1 160 respondents and the sample size was 288 respondents were returned the questionnaire. The data was analysed using SmartPLS 3.2.1 software. Overall, all hypotheses were accepted and supported at a significant value of p<0.01. It can be concluded that all constructs have strong direct relationships with customer satisfaction. In conclusion, all hypotheses were accepted in this research.
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