Higher education is developing quite quickly, resulting in intense rivalry between public and private universities. Universities understand that to succeed in the marketplace, they must constantly enhance all aspects of their operations to satisfy their students. So, the study investigated the effect of student services, academic programs, and campus facilities on student satisfaction at private universities in Bangladesh. Moreover, the study also explored the mediating role of institutional brand image on the relationship between academic programs, campus facilities, student services, and student satisfaction. The 350 students who attended Bangladesh’s private universities were the subjects of the study. A quantitative research design was adopted by the study, which gathers data through a questionnaire. The SPSS 25 used for descriptive analysis and Structural Equation Modeling (SEM) Smart PLS 4 software has been used to run PLS-SEM to test hypotheses. The analysis revealed that both academic programs and campus facilities significantly and positively influence Institutional Brand Image and Student Satisfaction directly. The Campus Facilities and Academic Program also have significant indirect effects on Student Satisfaction through Institutional Brand Image. The vital role of academic quality and campus facilities in shaping student experiences and institutional reputation has been emphasized by the findings.