The service quality has been studied extensively in the higher education sector, but not in non-traditional education. Given this, the objective of this study is to propose the model "Distance Higher Education Service Quality (DIHESQ)", which is composed of the dimensions: teachers and teaching, study material and curriculum plan, evaluation and feedback, administration and organization, functional platform, emotional platform, institutional social and labor support. Likewise, the model "Satisfaction and Intention of Behavior in Distance Higher Education (SIBDHE)" is proposed, which is composed of constructs of satisfaction, retention, loyalty and willingness to pay. The construct DIHESQ positively relates to the SATISF (satisfaction) and the latter has a positive impact on the students' intention to behavior, namely: retention, loyalty and willingness to pay.