This research examined the Academic Affairs Department (AAD) customer service experience utilizing a model
which attempts to demonstrate the significant effects of personal interaction encounter, familiarity and customer
involvement. This study contributes to a better understanding of factors influencing customer service experiences in
the context of public higher learning industry. The knowledge generated as a result of this research can help
universities management to improve their service encounters especially their personal interaction encounter and
guide front line employees-customers interactions in an effort to create satisfactory customer service experiences.