Continuous quality improvement is an endeavour that higher education institutions (HEIs) undertake to evaluate institutional effectiveness and service quality, and to ensure accountability and transparency to its stakeholders such as academics and students. This study positions academic and student surveys as pragmatic mechanisms that HEIs can rely upon to measure and evaluate the quality of the services that they provide. Using a non-profit HEI in the Sultanate of Oman, this study reveals the significant factors that impact the evaluation of HEI experience among academics and students, which include academic advising, classrooms, electronic management systems, general services, laboratories, learning support services, student affairs and society services, and records and registration services. The numerical results of each survey, each dimension and each statement/indicator are computed, discussed, and compared, and several tests were performed, in order to answer the research questions and hypotheses. The implications of the findings and future research directions conclude the paper. Reference to this paper should be made as follows: Al-Hemyari, Z.A. and Al Rajhi, W. (2022) 'How can we develop academic and student surveys to measure and evaluate the quality of services at higher education institutions? Insights from a non-profit HEI in the Sultanate of Oman', Int. J. Quality and Innovation, Vol. 6, No. 2, pp.134-161. Biographical notes: Zuhair A. Al-Hemyari currently is a Full Professor and an expert of research in the University of Nizwa, Oman. He holds a PhD in Mathematical Statistics from The Indian Institute of Technology. His basic research interests are single and double-stage sampling techniques, censored data schemes theory and applications, Bayesian-shrinkage procedures, reliability theory, modelling and optimisation, quality audit, quality management and measuring and analysing the performance of HEIs. Besides teaching, he has published about 85 papers, participated in 42 international conferences. Formerly, he was a Full Professor and an expert of research and studies at the MoHERI, Oman and was an academic advisor and project executor of several projects of the MoHERI. How can we develop academic and student surveys 135 Waleed Al Rajhi is the Dean of Planning and Quality Management at University of Nizwa. He obtained his Master's on Professional Practice, focused on Change Management. He also obtained his PhD focused on quality of life and health-related quality of life among individuals with kidney failure. His managerial positions were the Head of Nephrology Nursing Programme, Acting Dean, and Assistant Dean of Academic Support Services and Students Affairs at the Higher Institute of Health Specialties, Muscat, Oman. His main training and short courses were on learning and teaching strategies, professional practice, quantitative research, evidence-based practice, research methodology and kidney failure treatment modalities.