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According to many researchers consumer perceived value is multidimensional concept, which reflects a tradeoff between benefits and sacrifices of supplier's offering perceived by customers. Concept of consumer value begins to emerge in the 1990s and it is recognized as one of the most significant factors in the success of an organization and as the very important source of competitive advantages for firm. According to the representative research projects higher level of perceived value lead to higher levels in satisfaction of customers, greater levels of customer loyalty and to a greater success of organizations. Due to this, firm has to identify the factors of consumer perceived value in order to offer the value which consumers want, rather than the value which firm perceived. The banking business has undergone changes in the regulation of the sector, changes in consumer' demand for services, technological changes and the entry of the new competitors from business outside banking. Therefore, it is necessary for the bank to work on perceived value improvements which lead to creating, maintaining and growing long term relationships with clients. In most models of client evaluations of banking services the focus has been on a comparative judgement of expectations versus perceived performance resulting in judgements of perceived service quality and client satisfaction. Clients form expectations prior to their encounter with the bank employee, they develop perceptions during the service delivery process and subsequently they compare their perceptions to their expectations in evaluating the outcome of service. The research analyzed the consumer perceived value in the Croatian banking sector using the changed GLOVAL scale of measurement of perceived value. According to that research, the most important dimensions of perceived value in banking services are functional and emotional value. The functional aspects include valuations of the establishment, the contact personnel the quality of services and the price. Emotional value consists of the feelings or affective states generated by the experience of consumption. The research results show that the most important role for clients has the functional value of contact personnel -personnel's knowledge, kindness, confidentiality.

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