The purpose of this article is to propose a conceptual model for the management and evaluation of innovation in service sector companies. The methodology used to develop this research was initially bibliographical review, and after analyzing and evaluating the related theories available, it was contrasted and a conceptual model to manage innovation in service enterprises was developed. The proposed model is based on management excellence models and used to manage and to measure innovation in companies, and consists of evaluating seven dimensions, 7D's, in service companies, namely: leadership, strategic planning, customer satisfaction, processes, organization, human resources competence, and social responsibility, evaluated on two scales, one from 1 to 5 and the other by percentage of fulfillment. As conclusions this paper asserts that the proposed conceptual model constitutes a special contribution to innovation management companies in the service sector, which considers administrative, operative and end product results. It is indispensable for competitiveness of companies in the service sector; and the seven proposed dimensions of the model 7D must interact simultaneously in order to enhance innovation in the services expected by clients.
