Student services play an essential role in higher education, not only by reducing student dropout rates but also by increasing student retention. This study explored the role of student services in promoting student retention which in turn addresses the problem of college student attrition at a private, non-profit Ugandan university. The purpose of the study was to identify the types of student services available at the university and understand how and to what extent such they promote student retention. A qualitative case study method was used to understand the role of student services in student retention from admission through graduation. Data was collected using semi-structured interviews, documents and an institutional assessment tool based on Documenting Effective Educational Practices commonly known as (DEEP). Significant findings of the study may help student affairs personnel developing effective programs for increasing student retention. [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://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]