Background/Aim. The Critical Incident Technique (CIT) is a qualitative research method for measuring consumer satisfac-tion by collecting and analyzing information on participants and their activities. This method allows participants to pre-sent their detailed experiences related to a particular service in the way they perceive them. The aim of this study was to ex-amine patients' perceptions of an incident that occurred in community pharmacies using CIT and determine recommen-dations for improving the quality of pharmacy services. Methods. A qualitative study using an interview based on the CIT was conducted in three pharmacies in Serbia, on the terri-tory of Kruševac city. The entire course of the interviews was audio-recorded, which provided detailed research. Results. A total of 68 critical incidents were collected and divided into two groups: positive (37) and negative (31), depending on the (dis)satisfaction of patients with the services of pharmacists in community pharmacies. The following thematic clusters of pharmacy services were covered: accessibility of community-based pharmaceutical services, pharmacist behavior, patient counseling, dispensing drugs and/or medical devices, com-pounding, and pharmacy sales/commercial prac-tice. Conclusion. The results show that the CIT is a useful tool for evaluating and improving pharmaceutical services. Based on the data collected, various aspects of community pharmacy services can be improved, and further research should be carried out.