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Rad je posvećen razmatranjima problematike mjerenja kvalitete zdravstvenih usluga. Prikazani su teorijski doprinosi o specifičnostima marketinga usluga u zdravstvu i mjerenju kvalitete zdravstvenih usluga što uključuje i navođenje rezultata prethodnih istraživanja kojima je mjereno zadovoljstvo korisnika zdravstvenih usluga. Posebna pozornost usmjerena je na prikaz najčešće korištenog modela za mjerenje kvalitete usluga SERVQUAL, koji je ujedno i široko prihvaćen za mjerenje kvalitete zdravstvenih usluga. U radu su izneseni rezultati provedenog istraživanja o kvaliteti zdravstvenih usluga pruženih u ustanovama primarne zdravstvene zaštite u Gradu Zagrebu i Zagrebačkoj županiji (s posebnim naglaskom na javne zdravstvene ustanove) primjenom SERVQUAL instrumenta. Istraženo je koliko hrvatski korisnici zdravstvenih usluga koriste usluge javnih, a koliko privatnih ustanova primarne zdravstvene zaštite. Pokušalo se odrediti koliku važnost pridaju pojedinim dimenzijama kvalitete usluga te odrediti postoje li značajna odstupanja između percepcija i očekivanja korisnika o kvaliteti usluga koje se pružaju u ustanovama primarne zdravstvene zaštite. Rezultati su pokazali da postoji značajan jaz između percepcija i očekivanja korisnika usluga te da se jaz razlikuje za različite dimenzije kvalitete usluga. Uprave javnih ustanova primarne zdravstvene zaštite moraju poboljšati uslugu prema svim dimenzijama kvalitete, ali posebnu pozornost moraju obratiti kod onih dimenzija gdje je zabilježen najveći jaz: »odgovornost«, »sigurnost« i »pouzdanost«. Nije utvrđena povezanost između veličine izmjerenog jaza za pojedinu dimenziju kvalitete usluge i značajnosti te dimenzije za korisnike usluga, a u odnosu na ostale dimenzije. Rad može biti poticaj upravama i zaposlenicima u zdravstvenim ustanovama za buduća mjerenja kvalitete zdravstvenih usluga kojima bi se identificirali elementi koje treba poboljšati u cilju većeg zadovoljstva korisnika.The paper deals with the reflections on the problems involved in the measurement of the quality of health care services. It presents theoretical contributions to a study of specific characteristics of services marketing in health care, including a review of the results of a previous research which measured customer satisfaction with health care services. Special attention is devoted to a presentation of the most frequently used model of service quality measurement or SERVQUAL, which is also widely used for measuring the service quality within health care. The paper presents the results of a research of the quality of health care services provided by primary health care institutions in the City of Zagreb and the Zagreb County (with a special emphasis on public sector health care institutions) by using the SERVQUAL scale. The research focuses on the extent to which the Croatian customers use the services of the public sector vs. those of private sector primary health care institutions. It attempts to determine the importance paid to individual dimensions of service quality and to find out whether there are any significant gaps between the perceptions by customers and their expectations of the quality of services provided by primary health care institutions. The results revealed a significant gap between the perceptions and expectations by health care service users, while showing that the gap varies according to different dimensions of service quality. The management of public sector primary health care institutions ought to improve their service according to all dimensions of service quality. At the same time, they should pay particular attention to the dimensions where this gap was found to be the largest, i.e. »responsiveness«, »assurance« and »reliability«. No connection was established between the size of the measured gap as far as any individual service quality dimension is concerned, and the significance of that particular dimension for service users as compared to other dimensions. The paper may prompt the management and employees of health care institutions to conduct further measuring of their service quality in the future so as to identify the elements which must be improved in order to enhance customer satisfaction

Mjerenje kvalitete usluge primarne zdravstvene zaštite SERVQUAL instrumentom