Corporate Governance and Organizational Behavior Review / Volume 6, Issue 3, 2022 97 MEASURING THE PERCEPTION OF QUALITY MANAGEMENT PRIMARY HEALTHCARE SERVICES THROUGH SERVQUAL MODEL Ilir Rexhepi * , Naim Ismajli ** , Gezim Shabani ** * Corresponding author, AAB College, Prishtina, the Republic of Kosovo Contact details: AAB College, St. Elez Berisha, No. 56 Fushë Kosovë Industrial Zone 10000, Prishtina, the Republic of Kosovo ** AAB College, Prishtina, the Republic of Kosovo Abstract How to cite this paper: Rexhepi, I., Ismajli, N., & Shabani, G. (2022). Measuring the perception of quality management primary healthcare services through SERVQUAL model. Corporate Governance and Organizational Behavior Review, 6(3), 97–111. https://doi.org/10.22495/cgobrv6i3p9 Copyright © 2022 The Authors This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). https://creativecommons.org/licenses/by/ 4.0/ ISSN Online: 2521-1889 ISSN Print: 2521-1870 Received: 25.04.2022 Accepted: 02.08.2022 JEL Classification: I150, O15, O1, O2 DOI: 10.22495/cgobrv6i3p9 The quality of healthcare is more difficult to identify than other services because it is the clients themselves and their quality of life that gets evaluated (Eiriz & Figueiredu, 2005). The main aim of this study is to investigate people’s perceptions and expectations regarding the quality of services in primary health care (PHC) in Kosovo. A national level survey provides baseline findings intuitively understandable to policymakers on the expectations — perceptions of the quality of services at the PHC level and identifying the quality gap between the expectations and perceptions in all dimensions of different facilities. This comparative test will show the differences between the level of quality services provided by each PHC provider in Kosovo. This research seeks to improve the access and the quality of the priority services at PHC, including maternal and child health (MCH) and non-communicable disease (NCD). This research showed that at the national level the patients have higher expectations toward PHC services. Whereas, in specific, this study showed that there is a significant gap in expected and perceived services of the PHC system between different ethnic patients and different levels of citizen education. Therefore, the result of this study will contribute to enhancing the sustainability of the mandatory health insurance reform and raise the alarm of relevant institutions to reshape the policy- making in order to improve the population health outcome. Keywords: Service Quality, Expectations, Perceptions, Primary Health Care, SERVQUAL, Kosovo Authors’ individual contribution: Conceptualization — I.R. and N.I.; Methodology — I.R. and G.S.; Software — I.R.; Formal Analysis — I.R.; Investigation — I.R.; Data Curation — I.R., N.I., and G.S.; Writing — Original Draft — I.R.; Writing — Review & Editing — I.R., N.I., and G.S. Declaration of conflicting interests: The Authors declare that there is no conflict of interest. 1. INTRODUCTION As for patients, “perception of quality” means how well the service is provided. It can be considered one of the desired outcomes of care and therefore information on patient satisfaction is required to assess the quality and planning of healthcare management (Turner & Louis, 1995; Naidoo & Wills, 2009; Alrubaiee & Alkaa’ida, 2011). Ultimately, Gulas et al. (2014, as cited in Georgiadou & Maditinos, 2017) conclude that, in healthcare units, the aim must be a culture of quality and continuous improvement with a reference point for the citizen. This is also supported by a conducted study by Aiken et al. (2012) about patient safety, satisfaction, and quality of hospital care: cross-sectional surveys