Education and academic related services have become as important as manufacturing and, in some cases, even more important. Considering the importance of these services as it relates to manufacturing, a problem exists. Products such as education and academic services are far less specific in value when comparing with manufactured goods, even though their quality depends on resources which can be measured, such as funding. At the same time, we must be able to quantify them and compare their values with predetermined expected levels for each area of expertise, as well as with each other. The quality of the services provided, specifically academic services, is an intangible concept that can be assessed through various methods. This research study applies the Academic Services Experience Survey, a modified version of SERVQUAL, to solve a complex and multifaceted problem of assessing and improving the quality of academic services in higher education institutions.