The diploma thesis on "Selected segment of banking sector preferences" consists of two main parts, namely the theoretical and practical part. In the theoretical part, we focused on basic knowledge of services, individual elements of marketing mix in services, behaviour and customer satisfaction, but also services and selected products provided by banks operating on our market to students. The aim of the diploma thesis was to identify the preferences of the selected group of respondents with banking services. We have identified, using statistical operations, which banks and banking services are used by our respondents, how often they used it and if they are satisfied with the offered services, but also whether they are going to change the provider of banking services in the future. At the end of diploma thesis, we summarized the results of the questionnaire survey and formulated recommendations for improving the provided banking services and ensuring greater satisfaction of selected clients with the services provided.