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DOI:  https://doi.org/10.31948/rev.criterios/26.1-art7 Patient satisfaction has been an important point of evaluation within the provision of health services. Through the exhaustive review of rigorous researches, the following document reveals important points that should be taken into account when looking for the loyalty strategy that we wish to implement: the humanization, with which we are looking for, as well as making the patient feel good, make him/her a participant in the health service that he/she is receiving, and from that, establish and validate the quality of a service that is always oriented towards the coverage of his/her needs and his/her satisfaction.