This research aims to contribute to the quality of service in higher education institutions (HEIs) in Oman. Therefore, this study seeks to examine the relationship between service quality attributes represented by tangibility, responsiveness, reliability, empathy, and assurance on students' satisfaction and their loyalty. The descriptive-analytical approach was adopted to achieve the study's objectives. In this study, both secondary and primary methods data were used to gather the data. The study gathered the data from a total of 305 responses from five HEIs located in Ash Sharqiyah North and Ash Sharqiyah South Governorates in Oman. The SERVQUAL model was used in this research to evaluate and track the impact of service quality characteristics on student satisfaction and loyalty in Oman's HEIs. The findings shows that the dimensions of service quality are significantly and positively related to satisfaction and loyalty of HEIs students. Furthermore, this study highlights a number of practical implementations and recommendations. To conclude, future researchers are encouraged to broaden the scope of the study by adding new variables, collecting larger samples from a wider geographic area and covering other related stakeholders. Keywords Service Quality, Satisfaction, Loyalty, Higher Education Institutions, Oman