The purpose of this paper is to examine the impact and basic principles of banking, with an emphasis on personal banking and lending to citizens. Banking operations are very complex and among the most important are credit and deposit banking operations. Personal banking is a complete process of collecting, managing, distributing and spending money. Personal banker is a form of service that banks provide to their clients, only in selected branches. The paper will explore the advantages and disadvantages of the personal banker service related to the factors of customer satisfaction and loyalty in the banking sector. The main feature of personal banking is customer care and communication, listening to the opinions and needs of clients leads to optimizing financial goals and creating a relationship based on trust between the banker and the client in financial management. Personal banking is associated with retail lending, which is one of the most important banking services. Under the loan agreement, the bank undertakes to make available to the borrower a certain amount of funds for a definite or indefinite period of time, for some purpose or without a specified purpose and the borrower undertakes to pay the agreed interest and return the amount in time and manner specified in the contract. Personal bankers manage the liquid assets, stocks, bonds and real estate of the bank's highly creditworthy clients. banking, personal banking, loens, bank clients