Healthcare unit, like every organization, operates in a specific environment in which clients and patients (both current and potential) are the most important element. The economic situation of the institution depends on their decision regarding the choice of the service provider (especially in the case of commercial services). These decisions are influenced, to a large extent, by the quality of the service, both direct – made by the patient on the basis of their own experience, and indirect – based on the opinions obtained from other patients. Therefore, it is important that if a patient complains or complains, the medical facility responds quickly and appropriately.

Key words: relations, complaints, marketing, quality, relationship marketing.