The subject of the research is the customer motivation towards certain banks regardless of the pricing policy. The aim of this study is to determine the significance of non-price factors for attracting customers by banks and its influence on banks’ revenues and profit. The theoretical and methodological basis of the study included the scientific works of foreign scientists on the influence of non-price factors on customer loyalty in banking.The author used methods of qualitative and quantitative analysis of scientific publications, regulatory and legal sources, retrospective statistical data, and analytics of well-known consulting firms. The results of the study suggest areas for improvement for commercial banks in terms of the quality of values (non-price) offered to customers and approaches to understanding customer loyalty. The author concludes that despite the importance of banking services cost reduction and thus intensifying competition, a constant focus on cutting prices, which are relatively the same for all banks in terms of product range and basic conditions, does not necessarily contribute to expanded market share and profitability of financial institutions, while a comprehensive understanding of customer needs, timely and relevant offers, a personalized customer service, as well as a bank’s shifting focus from a product to a customer problem-solving approach will help banks to attract customers, improve their loyalty, increase service sales and expand the product range, ultimately, spurring growth and better economics for banks.