The quality of services is the most important element that determines the management direction of a business entity.Taking in account the fact that services dominate the world economy, the importance quality improvement of services in a modern market economy will be pointed out. In the 21st century, which is significant for a rapid development of technology, the focuses are on the importance of achieving and maintaining a competitive advantage and, on shortening the product life cycle, thus it becomes the century of quality. In the order to achieve global market presence and survival on the developed market monitoring the market and its understanding is necessary.Therefore a constant competition with other competitors, new markets presence, with new products that offer the user (costumer, consumer) different, new, useful values and high quality to meet their wants and needs is essential.. Business entities, coming from numerous industries that operate globally, are facing increasing competitive challenges with the liberalization of the market. The basic goal is to achieve a competitive advantage by increasing the quality of product or services at the best possible prices. The quality of service as the foundation of a successful business is also reflected in customer loyalty. Securing and preserving a loyal customer base as a source of competitive advantage is an important task for every business entity. Customer attitudes about the quality of services will be shown and the extent to which quality affects the loyalty to a company. The relationship between service quality an consumer loyalty is a current topic for many researchers. The benefits of research conducted in the company HEP ELEKTRA d.o.o. are multiple and contribute to an improvement of service quality, which results in an increased level of customer satisfaction, which again affects their level of loyalty.