This study aims to assess and assure service quality through SERVQUAL in the Land Bank of the Philippines North NCR Branches. Quantitative methods were employed, with 100 clients/customers, 216 front-liners, and 66 administrators from 82 LANDBANK North NCR Branches participating as respondents. A structured questionnaire served as the primary data collection tool. Statistical analyses included weighted mean, frequency and percentage distribution, standard deviation, Slovin’s formula, and Cronbach alpha reliability test. This study assesses the service quality perceptions among administrators, front-liners, and clients at LANDBANK. Results revealed a majority of female presence across all respondent groups. Administrators, aged 51 years and above, are mainly single and highly educated with postgraduate degrees. In contrast, majority of the front-liners and clients are aged 26-30 years and are married and hold mostly college degrees. Assessment across five dimensions of LANDBANK's service quality – tangibility, reliability, responsiveness, assurance, and empathy – revealed different perceptions. Tangibility was rated as commonly observed, with concerns about outdated equipment and system functionality. Reliability was rated higher by administrators than the front-liners and clients, issues encountered include long waiting times, system maintenance, ATM failures, and client-reported poor customer service. Administrators rated responsiveness higher than frontliners and clients, who highlighted delays and system failures. Assurance received higher ratings from administrators and front-liners but there are concerns encountered regarding hidden charges and security from clients. Empathy was consistently rated higher by administrators and front-liners compared to clients, citing instances of unsatisfactory customer service. Administrators rated LANDBANK’s service quality higher than the front-liners and clients, suggesting opportunities for enhancing alignment with customer expectations. Key issues identified include system reliability, long waiting times, and ATM failures. Recommendations focus on facility upgrades, IT enhancements, staffing increases, professionalism development, and improved customer service training to elevate service quality, customer satisfaction, and competitiveness at LANDBANK North NCR Branches.

Keywords: Service Quality, Tangibility, Reliability, Assurance, Responsiveness, Empathy, Master in Public Administration, Polytechnic University of the Philippines