Customer value and loyalty are perceived as key concepts for the success and profitability of each company and are undoubtedly recognized as the determinants of marketing management in today's competitive market environment. Therefore, it is not surprising that the topic of interest of many scholars and practitioners is precisely aimed at defining the models of perceived value and loyalty and discovering the pertaining influencing factors. The focus of the dissertation is on several basic constructs: selected intangible value factors, affective and cognitive dimension of perceived value, loyalty and variable of age and company' s image. Special attention is given to the influence of selected intangible value factors on the affective and cognitive dimension of perceived value. Furthermore, the influence of the cognitive and affective dimension of perceived value on customer loyalty is also observed. Lastly, the analysis represents the moderating effects of age and the bank's image on the relationship between the individual dimension of perceived value (affective and cognitive) and customer loyalty. The structural research model was defined on the basis of the available scientific knowledge, and the following variables were analyzed as individual elements of the structural model: four selected intangible factors of value (perceived bank ethics, bank responsibility, continuity of the relationship with the bank, tradition of family relationships with the bank), followed by the cognitive dimension of perceived values, the affective dimension of perceived value, customer loyalty, age and image. The synthesis of scientific findings has defined the research hypotheses. In order to test the hypotheses, an empirical study has been conducted. The research results suggest that the defined structural model shows a satisfactory level of congruence with the empirical data. The resulting structural coefficients enabled a conclusion on the confirmation or rejection of particular research hypotheses. According to them, the cognitive and affective dimension of perceived value is influenced by the ethics of the bank, the responsibility of the bank and the continuity of the relationship with the bank. The influence of the tradition of family relationships has not been confirmed. Cognitive and affective dimensions of perceived value showed a positive impact on loyalty. Furthermore, the moderating impact of age on the relationship between both dimensions of perceived value and loyalty has been confirmed, while the hypothesis of moderating influence of image was rejected. The dissertation is completed with an analysis and discussion of the theoretical and practical implications of the research results.