This study examines the effect of service quality on student retention in low cost private secondary schools in Uganda, using the case of Low cost private secondary schools in Uganda. The SERVQUAL model employed by this study stipulates five dimensions of service quality measurement, but this study specifically focuses on three; notably reliability, empathy and tangibles, leaving out assurance and responsiveness because of the would-be complexity of the study. The study used a cross-sectional survey design, where both qualitative and quantitative paradigms were considered. Both qualitative and quantitative data was gathered, using a sample size of 336, including students, teachers and parents. Collected data was analysed using the statistical package for social scientists (SPSS). The study result was that reliability contributes 28.4% towards student retention low cost private secondary schools in Uganda, whereas empathy contributes only 35.7% and tangibles contributes only 26.7%. Therefore, the current study recommends that management should pay attention to service quality and other factors which may lead to student retention.

Keywords : Service Quality, Customer Retention, Private Secondary Schools in Uganda