Service quality is considered to be one of the factors of reference for the success of companies in the market, and customer satisfaction is a consequence of this. The objective of this research is to determine the impact of service quality on customer satisfaction at Importadora Automotriz Flores. In order to carry out the research, a reference framework was structured containing the theoretical framework and the legal framework, the former incorporating the theoretical and scientific bases of the variables of the research, as well as the legal basis that supports it. The research is of qualitative type with descriptive scope, the techniques used for data collection were: surveys and interview and the instrument was the SERVQUAL model questionnaire for the measurement of service quality and GOCAME for customer satisfaction.