derived from this service. This study aims to identify the role of service quality in improving the mental image of the beneficiaries of the Faculty of Physical Education for Boys Club of Alexandria University And that is through identifying the dimensions of service quality, the mental image of the beneficiaries, the relationship between the dimensions of service quality and the mental image. The study was applied to a random sample of (151) beneficiaries at the Faculty of Physical Education Club of Alexandria University. The researchers used the descriptive method in the survey method, due to its relevance to the nature of the study. A questionnaire form designed by the two researchers was used as a main tool in data collection. Appropriate statistical treatments were used, and the most important results were that there is an exponential correlation between the quality of the service provided with the mental image of the beneficiaries, and the relative importance of the service quality dimensions and their impact on improving the mental image came in the following order (service quality, empathy dimension - service quality, response dimension - service quality Dimension of security - quality of service (dimension of reliability - quality of service) tangible dimension