To reduce maternal and perinatal mortality, the World Health Organization (WHO) developed a framework and a list of standards for improving the continuity of mother and newborn care in 2016. Based on existing WHO guides and recommendations, eight quality domains were defined in six strategic areas that have been proven to impact the improvement of practices in lowand middle-income countries. Researchers tested different methods of evaluating the recommended standards. Research findings show that the perspective and experiences of service users - mothers, and those of service providers - staff directly involved in the care of mothers and newborns, must be considered. Compliance with the WHO standards for improvement of quality of mother and newborn care in Serbia was assessed at the end of 2022 using Imagine Euro - Improving Maternal and Newborn Care questionnaire for healthcare workers, adapted for healthcare institutions. The invitation was answered by 57 representatives (heads/chiefs of maternity and neonatology departments) from 45 (86.5%) maternity wards in Serbia. The results indicate that there is scope for significant improvement in the quality of care before, during and after childbirth. Only 12% of healthcare managers believe that they meet the standard of sufficient staff for the continuity of care, and half believe they provide the adequate infrastructure, equipment and other supplies in sufficient quantities for the necessary care. Improvement of infrastructure is necessary to ensure the standards of privacy of women and to provide a companion of choice, which is currently provided for by only every fifth, or tenth maternity hospital, respectively. The standards related to education and training for specific skills in the areas of healthy mother and newborn care and emergency procedures and complications were met only in a third of maternity/neonatology departments. Training for specific skills of emotional support and informed consent requires improvement in over 80% of institutions. This research may serve as the starting point for planning measures to improve the continuity of mother and newborn care in healthcare institutions in Serbia.