The supreme goal of the bank is exceeding revenues (yield) over expenditures (expenses), i.e. achieving the greatest gains possible and highest profitability (e.g. rate of return on investment). At the same time, a set of effective tools should exist for assessing banking profitability (returns of the bank) and ways for its growth. Achieving this target under market economy conditions is possible only if providing consumers with services in demand. In this case, subordination to the common goal is assumed [in the framework of long-term development strategy] for two objectives of credit institutions, i.e. customer satisfaction and making a profit via excellent quality, in the delivery of banking services and non-bank financial operations. In the paper presented, contemporary state of service marketing of OJSC "Ak Bars" Bank is examined.