This study examines the relationship between retention and customer satisfaction at a historically black college and university (HBCU). Using a mix-methods approach, which includes surveys, interviews, and focus groups with first year college students, we analyze the factors that contribute to student satisfaction and the extent to which satisfaction affects their decision-making to remain enrolled at the at the institution. The findings in this study suggest that enrollment services, housing, campus community, campus facilities and resources, and effective communication are significant factors in student satisfaction and retention rates. This study contributes to the literature on student retention and satisfaction, particularly in the context of HBCUs, and supplies insights that can inform practices and policies to improve student success and institutional viability. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]