Introduction: Today's modern technology offers various services to consumers, including banking services. Internet banking makes it easier for customers to conduct certain transactions from the comfort of their homes. In this way, interaction between customers and bank staff is reduced. Nevertheless, many customers have certain reasons why they want to change their bank, such as an increase in the cost of banking services (account maintenance fees) or poor service. However, when switching banks, customers may face certain obstacles that make this process difficult, such as the high cost of switching from one bank to another. Nevertheless, banks are constantly working to improve their services in order to retain customers and remain competitive in the market. They achieve this through marketing in banking, i.e. the marketing mix, and especially through a promotional element, because thanks to the internet, the availability of banking services is very easy and customers can find out about the potential bank at any time. Aim: The aim of the study is to obtain answers to the questions to what extent does price influence the decision to switch banks? What are the motives that motivate a person to change banks? What obstacles does a person encounter when switching banks? Method: Survey method, description method, comparison method, case method. The empirical investigation was mainly conducted with the help of a survey. Findings: Poor services, inconvenience in the bank, and bad staff are just some of the reasons why people decide to change banks. The price factor is significant because if another bank has a lower cost on an annual basis, it means a saving for customers, which may encourage them to look for another bank. Many respondents are satisfied with their current bank and have not changed banks often. This is mainly because of the proximity of the branch and ATM, but also because of the quality of the services they receive at their current bank. Respondents who changed banks did so because the other bank had lower costs or because they were forced to change their address, which forced them to change banks when branches were far away. Originality and value: - The study provides information on how to improve service and retain existing customers, i.e. how to attract new customers. It provides information on which services/products are crucial when choosing a bank.