Service quality is about meeting customers' needs and requirements, and how well the service level delivered matches customers' expectations. It pays- off for the service institutions. It lends credibility to the service personnel, stimulates positive word-of-mouth, widens students' perception of value and enhances the confidence and loyalty of both customers and service people. In view of this importance, an attempt has been made in the present study to explore, analyze, and measure bank customers' and library patrons' perception on their bank and library service quality, respectively, as well as to identify the dimensions that determine their evaluation of service quality by using the SERVQUAL scale. Moreover, the relationship between service quality, customer satisfaction, propensity to recommend and switching intention was examined. Therefore, these studies have significant importance for the service institutions' managers, customers, higher education's academic staff, students, and anyone else who want to know and understand the challenges of managing service, its nature, and its dimensions for measuring it.