Quality in the service as a planning tool in companies in the tertiary sector [Calidad en el servicio como herramienta de planificación en las empresas del sector terciario]

The service companies of the province of Tungurahua - Ecuador, do not apply quality standards in their entirety, it can be evidenced based on the study developed by the Ministry of Industries and Productivity, in which of the total number of service companies that are 4,427 only 859 have certification, meaning that quality standards are not applied in the total number of cantons within the province, therefore it is necessary to determine the causes or factors of non-application. For which an exploratory study was carried out with a diagnosis through surveys to both service companies and users. Among the results, it is highlighted that the standards with the highest percentage of acceptance within the companies are loyalty and compliance, while the lower acceptance standards are accessibility and opportunity, and a model was generated based on the standards studied, which indicates which of the latter they have a lower level of significance and could be studied in the future or in future investigations. It concludes in generating a customer service plan with a focus on quality standards to be applied in companies in the sector © 2019. Revista de Ciencias Sociales.All Rights Reserved.