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As the urban land use plan is a tool for urban land governance, this paper explores customers’ expectations that the service providers have not considered as the quality during urban land use plan preparation in Amhara Region - Northern Ethiopia. The study was conducted on 90 urban areas of the Amhara regional state who made the formal complaint against the quality of their urban plan in the year of 2017/18 (2010 Ethiopian calendar). Data were collected by means of the survey using questionnaires and document review. Then focused group discussions were made on the identified quality issues on land use plan presented by customers. The study identified six major types of quality disapprovals on the urban land use plan. Inappropriate strategies and difference in understanding of concepts of land use plan preparation are the two identified major causes or gaps, emanated from the service providers, for the customers’ dissatisfaction.