Abstract: Due to ever-increasing role of service organizations in different fields of economy and in regard to the significance of quality in competitive areas, the issue of quality can be introduced as one of the main strategic factors and key basis in competitive areas. Organizations that achieve high levels of quality retain high levels of customer satisfaction which is one of the steps for stability in competitive areas. Studies indicate that the problem in quality of services comes forth in organizations that do not concentrate on valuing customer needs and demands. Service organizations are better to put themselves in customer’s shoes and set up their policies based on customer viewpoints. In regard to significant role of universities in culture, improvements in quality of services are necessary in universities, that Payam e Noor University of Yasooj is one. Customer needs and demands are various and sources are limited in the hands of organizations; thus, it is logical to consume sources in fulfilling primary requirements that may result in maximum customer satisfaction. This study aims to analyze, based on factors extracted from literature review, the present condition and favorable quality of services in Payam e Noor University of Yasooj in order to recognize gaps and lacks. Then, it introduces strategies for improvements in quality of services where there are lacks and gaps. Questionnaire and Likert Scale are used to shed light on the gaps between the present condition and favorable quality of services. Questionnaireswere distributed among students of this university and the results indicated that there are gaps and lacks in all fields. Since, improvements in all fields are not feasible for the organization, this study attempts to recognize, through Kano Model, the fields in which requirements are more significant that their incompletion may cause more dissatisfaction on the side of students. Kano questionnaire with goal-oriented sampling was distributed. The 6 criteria from 41 were recognized as requirements and they were included in QFD as student’s demands. Technical necessities and practical procedures were collected and analyzed from literature review and they were preceded through AHP method. QFD results indicated that the main demand is prompt responses and privileged practice is execution of standard quality.