The growing competition in higher education which traverse beyond boarders have urged universities and colleges to put premium on its quality service as it directly relates to student's satisfaction and dissatisfaction. In this paper, the quality of student services of a university was assessed using SERVQUAL model and priorities for improvement were identified using service improvement matrix. The data were gathered from 175 students enrolled in one of the satellite campuses of a Philippine state university using a validated modified service quality assessment survey instrument. The data were analyzed using descriptive statistics, gap analyses and service improvement matrices. The findings revealed that quality of students' services generally fell short of students' expectations across all indicators, servicing units and dimensions of which responsiveness showed the highest negative gap while tangibles got the lowest negative gap among all dimensions. Service improvement matrices were developed by plotting students' expectations and experiences and revealed improvement priorities that will then the basis of the university in instituting reforms so as to address these negative gaps.