This research paper defines service value as the multidimensional overall user evaluation of the efficiency of a particular service in the context of the benefits they provide, measured through satisfaction and loyalty of consumers and, in this particular case, of entrepreneurs. By distributing a questionnaire comprising a set of descriptive questions and a five-point Likert scale, the authors managed to collect 281 valid responses from entrepreneurs in Serbia. Structural equation modelling was used to evaluate the impact of service value factors on satisfaction and, ultimately, loyalty. Following a confirmatory factor analysis, the authors found that quality, personal relationship, expediency, leadership, and perceived costs significantly impacted the bank users’ satisfaction, which is ultimately converted into lasting loyalty towards the dominant bank used in a daily routine or running personal business. Even though new forms of business are more and more focused on the individual and subjective attitude towards banking service, a large number of determinants still need to be identified. In this research, all hypotheses about the influencing factors were confirmed.

The aim of this paper is to examine specific aspects of banking services, from the founding of the company and the first steps of entrepreneurs, through its growth from micro, small to medium-sized enterprises. The quality of the bank's service is directly related to the positive experience of service users, i.e. it depends on the extent to which the bank manages to solve the problem of the entrepreneur. Furthermore, this quality leads to a deeper connection between the bank and the business client, a personal relationship, based on two-way communication and trust, which contributes to building a loyal two-way relationship. In the Serbian market, we examined the experience of 99 entrepreneurs with the services offered by 26 banks. The products are similar; what makes the difference is the marketing of banking services and the positioning of the bank's brand in the consciousness of the entrepreneur as a bank that cares about the client and is ready to further invest in building trust and loyalty. Our findings indicate that the owners of micro-size firms and entrepreneurs located in Belgrade, have comparatively more concerns about the quality of rendered services.