These days most service organizations are realizing the significance of customerrncentered philosophies. One of the key challenges for them is how they managernservice quality, which holds a great importance for customer satisfaction. Thernpurpose of this research was to identify the gap between customers' expectationsrnand their actual perception of the service performance of Alpha University College,rnCollege of Distance Studies thereby measuring the gap between these elements inrnorder to identify the level of the service quality. A questionnaire for this investigationrnis addressed to a sample population of 31180 and sample size of 380. Out of thern380 questionnaires distributed, 320 of them were returned which resulted in arnresponse rate of 84.2% which was administered in 6 branches with relativelyrnlarger number of clients (learners). The sampling procedure used was a nonprobabilityrnand adopted purposive stratified sampling technique. The measurementsrnused were based on the widely accepted SERVQUAL model. A descriptivernstatistical analysis (mean and percentage) was used to see the gap between clientsrnactual perceptions and their expectations. The data were analyzed using bothrnquantitative and qualitative method. A computer data storage program, the Spssrnwas employed for the quantitative data and a critical analysis was made to refinernthe qualitative ones. Conclusion with remarks was shown that customers'rnperceptions were consistently lower than their expectations especially in thernempathy dimension. The most important focal point for competitive advantage isrnshown in the responsiveness dimension. Recommendations were forwarded in thernareas of employee empowerment, provision of guidance and counseling for distancernlearners; creating efficient distribution system; establishment of sound recordrnmanagement system; and the need for a continuous market research to improvernservice quality and to measure and evaluate clients perceptions towards the level ofrnservice quality of the institution