Consumers’ Expectations of "Modern" Banking Services Regarding the Forms of Communication with the Bank

The banking system undergoes many changes. Every year, new services are presented for various consumer purposes, which give more opportunities for controlling money and conducting banking operations. A significant role in attracting new customers is played by marketing communication. However, there are many approaches to its formation, and therefore it seems difficult to assess what form of marketing communication attracts consumers, and which repels. The aim of the work is to identify the most desirable forms of marketing communication among consumers of "modern" banking services. Of particular interest are people who are interested in using modern services, because marketing strategy are mainly focus on them. The work includes justification of the theoretical basis, methodology and possible conclusions of the study based on the results of the interview analysis of the respondents. Key words: marketing communication, advertising, banking services.