The multiple factors that define and relate service quality and customer or consumer satisfaction have served as the basis for the development of several multidimensional models that have allowed the study of this important issue. The level of research that will be used in this work is the explanatory levelbecause it is intended to evaluate the role of innovation in the design of the service quality improvement plan and its impact on customer satisfaction. As a case study, the M7D model was applied to two national banks. Among other results, national banks obtained 83.5% compliance with the M7D model, the dimensions with the best performance are customer satisfaction, organization, processes and social responsibility. While, medium-sized banks have a compliance level of 62.7% with the M7D model, the dimensions with the best performance are customer satisfaction, Social responsibility and leadership. 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