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The service sector has been in development. The companies are relatively unable to develop competitiveness just based on the advantages of products. The service sector has primordial importance. Economics tends to develop in the service sector. It can be associate to another tendency: the creative economy. The increase of new services has improved marketing complexity. In advance, management of knowledge capabilities had influential effect on quality service, according to Tseng (2016). The importance of the study quality service is related to increasing the competitiveness of organizations

This article reflects the quality service management process, proposing a model that considers contextual environment and contexts. Quality service can improve competitiveness based on attendance to the needs of customers. Digital economy imposed a new competitive environment in the informational era. Because it, quality service can represent a constant item for attention; and manage in advance to improve competitiveness. Secondary objectives consider discussions and reflections about the model proposed.

Classical theoric studies had crucial importance to compose the theoretical structure. Kotler (1991) considered characteristics of service: a) Intangibility; b) Inseparability/ simultaneously; c) Variability/ heterogeneity, and d) Perishability. Parasuraman, Zeithaml e Berry (1994) show that quality service can be measured by customer expectations, and the model SERVQUAL can provide, based on expectative to the customer, a roll of indicators that can identify areas of weakness in service quality, about the company.

This research utilized the semantic approach to compose a model related to the quality service management process. The principal resource composing data collection is delivered from google platform, with social networking database. Theoretical background was considered, and the thematic involving articles about quality service process management subjects was considered for selection of data. The data was analyzed by propositional logic and classic qualitative output to support data interpretations. Reflections and discussions were provided in advance.

The classical background theory recognizes the difficulty of designing services, and is supposed that design models to management are difficult, because there are several aspects of the environment, indicating complexity; quality service process management is recognized, a complex environment. The initial experimental model proposed to manage quality service process, developed through semantic methods, and validated from logic propositions, providing results to improving discussions, and reflections.

The process of quality management in services using the managerial process of planning was shown in literature, and the importance was demonstrated. Customers are the central part of the process. These perspectives are compatible with a model that can be able to interpret quality service process management and environments associated, but not in terms deterministic, in considering the complexity of environment and contexts; it is possible to conclude that these dimensions cited are present in the model shown; had evidence of compatibility. Future studies are a possibility.

Agus, A., Barker, S. Kandampully, J.(2007). An exploratory study of quality service in the Malaysian public service sector. International Journal of Quality & Reliability Management, V. 24. N. 2. Behara, R., Fisher, W. Lemmink, J.(2002). Modeling and evaluating service quality measurement using neural networks. International Journal of Operation and Production Management. V.22. N. 10, p. 1162-1185. Parasuraman, A., Zeithaml, V. A., and Berry, L. L.,(1994). Reassessment of expectations, as a comparison standard, in measuring service quality. Journal of marketing. et all