The integral goal of any company, including financial institutions, should be value creation for shareholders. Value can be created when a company has a competitive advantage, i.e., customers choose to buy goods or services from this company instead of from its competitors. However, customers do not buy goods and services, they buy value. The goal of the research is to examine the gaps in customers’ and employees’ perceptions of a bank value. The goal of the paper is to develop the theoretical basis for the research and to work out two questionnaires: for bank customers and for bank employees.