The customer-oriented philosophy of modern banking and the implementation of the fundamental principles of continuous improvement in the day-to-day business of banking institutions justify the importance of assessing and analyzing consumer preferences and customer satisfaction. Customer preferences and satisfaction are now considered performance standards and possible standards of excellence for any financial-banking institution. In recent decades, the importance of customer satisfaction and customer preferences has increased, and determining the level of these indicators is considered the most reliable feedback, as it reflects customer expectations in an efficient, direct, meaningful and objective way. In order to apply the principle of customer orientation in day-to-day business, an increasing number of banking institutions choose customer satisfaction and preferences as key performance indicators. The information obtained by banks from monitoring and evaluating their customers' satisfaction and preferences not only provides a measure of the success of their products and services but also provides information that helps to identify opportunities to improve products and services, processes and features that have been evaluated by customers and that can serve the interests of financial and banking institutions. Such improvements can strengthen customer confidence in the banking institution and can result in benefits for both the customer and the bank. Customer satisfaction and preference research involves identifying the factors, causes and reasons that influence the customer's decision to buy, as well as analyzing the behaviour of the target audience. To maintain and promote competitive advantage, modern banking institutions need to identify customer profiles to better understand their needs and expectations. This is imperative in the banking sector, where the variety of products and services offered (credits, deposits, credit cards, leasing, factoring, etc.) is particularly relevant to different categories of customers. Banks need to individualize products and approach each customer on a personalized basis, ensuring unlimited access-anytime, anywhere-to the necessary services. This approach is commonly referred to as "mass customizing" (Davids, 1987). Preferences and satisfaction are important indicators both from the point of view of the individual consumer, as they reflect a positive outcome in terms of spending their limited resources and fulfilling certain needs, and from the perspective of the banking institution, for whom these indicators drive repeat sales and consumer loyalty. Aim: The main purpose of this paper was to measure the satisfaction and some preferences of banking consumers in the Republic of Moldova as the main factors influencing their consumption behaviour. This study aimed to investigate the level of satisfaction and preferences of consumers regarding the way of interacting with banks in the Republic of Moldova by using a survey, identifying the determining attributes and causal factors influencing the satisfaction and preference of the consumer of banking services. Method: In order to study the topic addressed in this article, the following research methods were applied: analysis and synthesis of conceptual approaches to consumer satisfaction and the tools they use; deduction and induction in order to elucidate the influencing factors; survey; analysis of the results of sociological research on the level of satisfaction and consumer preferences to interact with banks in the Republic of Moldova, in order to formulate conclusions and recommendations. Findings: The present research confirms that customer satisfaction is an important point in forming a picture of the quality of banking services and that customer satisfaction influences consumer behaviour. The results also provide insights into how consumers prefer to interact with banking institutions. Originality of the study: The present study is an original work primarily because consumer satisfaction with banking products and services and preferences regarding the way they interact with the bank are investigated by a third party, independent of both banking institutions and their customers. This independence of the researcher ensures the objectivity of the analysis, the results obtained, and the conclusions and recommendations made are thus free from bias. The paper is also original in that it analyses in depth, based on an original questionnaire, the level of consumer satisfaction according to several determining factors, thus resulting in a comprehensive, multi-faceted picture likely to provide a model for all those interested in developing a fair partnership between financial institutions in the Republic of Moldova and their consumers. The results of this research show which factors need to be taken into account in determining consumer satisfaction with banking services and propose solutions for increasing consumer satisfaction with financial banking services. Implications: This paper, by its purpose and results, contributes to a synthesis of the literature in the field of consumer satisfaction with financial-banking services and their preferences for interacting with the bank. The results obtained through the present research provide important support for managers of financial institutions in making managerial decisions. It is essential for bank managers to be aware that a high level of satisfaction among consumers of financial services also leads to a higher level of access to financial products and services, i.e., higher profits. It is also important to consider how consumers prefer to interact with banks to facilitate access to products/services.