Across the world, people have become an enigma: wanting the best. No matter how basic the service or product, despite the existence of a monopoly, this quest has seen every service provider fighting to offer the best of the service. This is based on the awareness, as Gronroos (1990) points out, that increased productivity has been strongly influenced over the years by external factors such as customer satisfaction. This has been the advantage of capitalism. Service providers have realized that offering a service is not enough. All over the world, there is tough competition to enter the market niche, and when the quality of products is almost equal, there can only be one way to gain the upper hand:; providing excellent customer service to customers. To this end, it is necessary to ensure that the quality of service and customer satisfaction are impeccable to conquer this niche. This article will assess how important this has been in library services and how it can be improved. Academic libraries are currently facing their greatest challenge since the creation of higher education and academic publishing, which emerged after World War II. The global digital revolution has affected both traditional forms of knowledge creation, organization and dissemination, as well as the world of higher education itself. The alliance of business and academia to create a new model of higher education and the advent of the computer-generated university, supported by the virtual library, generate many questions about our previous assumptions regarding the role of the academic library as their security in the future. Their only solution lies in retaining and growing their current customer base...... middle of paper ......jstor.org/stable/1251430?origin=crossref.Reeves, CA & Bednar, DA, 1994 . Defining quality: alternatives and implications. Academy of Management Review, 19(3), p.419. Available at: http://www.jstor.org/stable/258934?origin=crossref.Rowley, J., 1996. Motivation and the academic workforce in higher education. Quality Assurance in Education, 4(3), p.11-16. Available at: http://www.emeraldinsight.com/10.1108/09684889610125814. Yong Jae, K and Pastore, D 2005, 'A hierarchical model of service quality for the recreational sports industry', Sport Marketing Quarterly, 14, 2, pp. . 84-97, Business Source Complete, EBSCOhost, accessed April 27, 2011. Zeithaml, VA, Berry, LL and Parasuraman, A., 1988. Communication and control processes in service quality delivery. Journal of Marketing, 52(2), pp.35-48. Available at: http://www.jstor.org/stable/1251263?origin=crossref.