Calidad de servicio en farmacias tradicionales y de autoservicio: Estudio de caso

today, quality of service should be a strategy for every company if it intends to stay in the market at high competitive levels. the main objective of this research is to compare the quality of service for traditional pharmacies and the self-service approach in maracaibo. methodology consisted of documentary review, secondary sources and applying two instruments to measure the variable: a checklist for pharmacies with a dichotomous scale to identify their characteristics and a structured interview with a likert scale for pharmacy users. results showed the existence of a medium quality of service at traditional pharmacies and high quality at self-service pharmacies in the municipality of maracaibo, state of zulia. it is recommended that traditional pharmacies focus on overcoming their weaknesses, taking into account the strengths of self-service pharmacies.