Objective: This research aimed to analyse the predictability of service quality and institutional image for customer satisfaction in municipalities in Peru. Theoretical framework: In this sense, one of the most important links between differentiation of services that can only be recognised and appreciated by the customer and competitive advantages or institutional image has become essential parts of organisations; it is the quality of services provided by public organisations such as municipalities that are under scrutiny and subject to evaluation and satisfaction of their users.Methodology:It was based on a quantitative, prospective correlational approach, with a sample of 352 users of municipalities in Peru. Results:An R2 of 0.460 was obtained, and the effect size was calculated with a coefficient of 0.851, which is considered a very high parameter above 0.350. The calculation of the s...