Introduction. The article is devoted to the study of the quality of dental services, updated by the growth of patient dissatisfaction in the process of receiving medical services of various kinds. The article presents an analysis of the service criteria and options for their aggregation from the standpoint of attracting service consumers and Customer loyalty. Purpose of the investigation. Take an assessment the quality of dental services based on the results of a sociological survey of consumers (patients), reflecting their position in terms of satisfaction with the dental services provided to them. Materials and methods. The article uses method of a sociological survey of a sample population (460 patients) who received dental services without charge and at their sole cost and expense. To assess the Customer loyalty of dental services, the NPS index was used. Statistical data manipulation was carried out using the software package «MS Excel 2013». The authors used statistical methods to systematize the results of the study, as well as data processing. Results and discussion. The criterion of quality of service «materiality» has a pronounced critical position in terms of the level of interior of building among fee paying patients (31.7% vs. 15.1% in group 1). Comparisons of the actual parameters of the criterion «credibility» almost completely coincide with the expected results of consumers of dental services (from 77.6% to 97.6%). Thus, patients rated the quality of service according to this criterion as satisfactory. The criterion of responsiveness, in general, indicates the friendliness of the medical personnel (57.6% in group 1 and 67.4% in group 2) and the timeliness of the provision of medical services to them (respectively, 78.9% and 65.3%). Among patients who received paid dental services, there are 2.2 times fewer assessments associated with submit late dental services. The formed someone's credibility of consumers of dental services in a medical organization is associated, first of all, with the courtesy of medical personnel (1 ranking place in groups 1 and 2). Competence of medical personnel perceived by patients is significantly higher in group 1: 63.4±4.2 versus 24.4±6.3 per 100 respondents. The attitude to the level of client-centered approach of the service indicates the positive assessments of the respondents: as «high» and «medium» this parameter was rated, in total, by 76.6% and 96.2%, respectively, in groups 1 and 2. The proportion of respondents who assess the level of client-centered to the service consumer as «low» is 6 times higher in group 1 (23.4% ± 5.3% versus 3.8% ± 8.6%). In both groups, the NPS index is make estimate positively (respectively, 42% and 56%). Conclusion. The advantage of quantitative studies of service quality lies in the possibility of comparing them with other criteria for the effectiveness of a medical organization. However, the focus solely on digital measurements levels the general vision of the situation, since the possibilities of questioning are limited, and they are not enough to identify «weak» areas in the provision of dental services.