In today’s changing global environment, many businesses, in order to achieve competitive advantage and efficiency. have to seek profitable ways to differentiate themselves. One strategy that has been related to success is the delivery of high service quality. As service quality is becoming a major part of business practice, it is important to be able to measure and research its effectiveness. The most popular measure of service quality is SERVQUAL instrument. The findings discussed in this article are a study in which patients assessments of service quality were measured for services of primary care doctors in Osijek.