This study investigated artisans’ service quality and customer satisfaction using SERVQUALmodel. The study is necessitated by the lack of empirical evidence on the services of artisans andthe integrity and reliability problems customer pass through in the hands of artisans in the North East of Nigeria. Survey design was adopted for the study. Data were analysed using paired t- test and regression analysis to test the three hypotheses of the study. The results showed that SERVQUAL dimensions can measure customer satisfaction. Tangibility, Responsiveness, Assurance and Empathy dimensions have a strong positive predictive power on satisfaction in the North Eats of Nigeria. The result further show that reliability dimension fail to show any significant impact on customer satisfaction in the North East of Nigeria, and this is attributed to
integrity and reliability problems customers pass through in the hands of artisans. The study further shows that there is a statistically significant difference between the core dimension of service quality and satisfaction. It is concluded that SERVQUAL model is a good measure of
artisans’ service quality and customer satisfaction in the North East of Nigeria. The measurement can be used to close the gap between customers’ perceptions and expectations with the services of artisans in the North East of Nigeria. It is recommended that Artisans need to revamp their
prevailing image on reliability dimension, and the measurement of service quality be repeated from time to time by artisans for continuous service improvement.