| Summary: | This research aimed to identify the significant relationship between quality of service at Universiti Utara Malaysia (UUM) Sport Centre its impact toward UUM students satisfaction by using SERVQUAL model.A field survey of UUM Sport Centre service quality was conducted in Universiti Utara Malaysia (UUM) that located at Sintok, Kedah in which involved UUM students’ participation as the research target group.This study aimed to identifying which dimensions of SERVQUAL model has the greatest influence on UUM student’s satisfaction.The five SERVQUAL dimensions are tangible, responsiveness, assurance, reliability, and empathy as independent variables, while
students’ satisfaction is the dependent variable. SERVQUAL model was tested to determine and measure their relationship with UUM student’s satisfaction.Over 200 questionnaires were distributed to respondents through judgment sampling.The finding shows that UUM students tend to be satisfied with UUM Sport Centre service quality whereby the score of mean and the regression indicated that assurance dimension as
the highest influences of UUM students’ satisfaction.Therefore, UUM Sport Centre
shall response aggressively in positive manner to improve the quality of service provided which focus more on assurance dimension of SERVQUAL. Recommendation for future research was also put forward.
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