In an analysis carried out on a car dealership in the city of Orizaba, Mexico, we observed that it focuses its competitive strategy on customer satisfaction. We sought to determine the factors that increase the customer's perception of quality. The results of the study indicate that delivery time, personnel trained in technical and interpersonal skills, customer service management systems and the existence of spare parts play an important role in the perception of quality and brand loyalty. Among the protagonists involved in customer service of this organization, observe its service triangle that includes: the service strategy, its people and its systems, which revolve around the main actor in a creative interaction.