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Exploring International Student Satisfaction in Private Higher Education Institutes in LondonIn March 2019 the government of the United Kingdom developed a new strategy to strengthen Britain's leading role in the global higher education market, by aiming to increase the number of international students studying in the country by more than 30 per cent – which in turn would help to boost the income of educational exports to £35 billion (UK Government, 2019). The purpose of this study is to explore an understanding of international student satisfaction in institutions of private higher education in London, adding to the paucity of literature centred on international student satisfaction in private higher education in the UK in general and particularly in London. The private higher education sector in the United Kingdom is expanding rapidly, especially in London. An indicator of this is the number of private higher education institutions with degree awarding powers, which increased from only one private university to ten within less than a decade. Student satisfaction is a complex phenomenon and arguably related to or even extended from the concept of customer satisfaction, a relatively well-known concept in marketing literature. In higher education, only a few studies, mostly based on quantitative methods, are available within the subject area of student satisfaction. Furthermore, this existing body of work is limited to the public higher education sector. This is equally true for international students studying in private higher education institutions (PrHEIs) in London. This signifies the need to investigate thoroughly the perception and experience of international students studying at PrHEIs in London. The outcome of such a study should contribute to improving the quality of educational provisions not only in PrHEIs but also in public higher education institutions (PuHEIs). For this particular study, qualitative research was employed, by conducting twelve indepth interviews with international students to capture their experiences whilst measuring their levels of satisfaction, leading to the production of rich data. From this data, three themes emerged along with several subthemes; (1) Flexibility in policies - tuition fee policy, admission policy, multiple intakes and speedy admission processes, (2) Student friendly management- fast communication, a simple structure, quick decision making and easy access to senior management and (3) Feel being customers - customised service while the other significant existing themes such as course and institution selection, pre-arrival and arrival experience, learning & teaching , resources and overall satisfaction were matched to the expectations of the international students and findings in the literature. Recommendations were made particularly around emerging themes and subthemes in order to improve satisfaction by giving more value to student opinions and being more responsive to their needs and demands. This study further concludes that this can only be achieved if higher education (HE) considers students as customers. A need for further research was identified, to study more closely the relationship between new themes and subthemes and student satisfaction.