| Sumario: | Currently, with phenomena such as globalization and the progress of information and communication technologies, logistics management is considered one of the most important alternatives for improving the performance of organizations, their competitiveness and customer satisfaction (Companys & Ribas, 2015). Under this framework, pointing out the reasons why consumers are not satisfed with the products or services received can be related to delays in delivery, high prices or poor quality products and services, the basis of which lies in the logistics chain. It is for these reasons that it is necessary to analyse these processes in search of these shortcomings in order to improve results and generate competitiveness. This is the case of an organisation that shows some difculties in attention and service to its clients, which is why through the paradigm of the Donald Bowersox Logistical Reference Model, these difculties are located, as well as mechanisms to solve them. The main results show an organizational diagnosis in which 9 of the 13 dimensions proposed by Bowersox present considerable gaps and a possibility of improvement, and from there, conclusions and discussions are proposed in which future research work can be oriented.
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