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Quality is and will always be an important, if not the most important, factor of competition. Improving quality has been integrated into quality actions. It appears in the ISO 9000 series as a quality management function, performed systematically through quality management systems. The present paper analyses and exemplifies how the continuous improvement of the quality of tourism services through the implementation of the certification strategy has increased the satisfaction of N & C Turism'sdoi:10.31926/but.es.2019.12.61.1.12 fatcat:5xnblgdhjzhhxneorzdf3xwmpa