Modern technological progress changed the way banks do their core business and made a great impact on both business effectiveness and efficiency. Overall influence of the internet on banking has become huge and the majority of banks have become motivated to rapidly change their business strategies in order to keep up with the competitiveness in the modern-day market. Besides, internet and later on mobile banking brought in new clients and new requests in terms of having more flexible and less expensive services. The main goal of this paper is to present the customer satisfaction, as well as loyalty, from use of these innovative internet and mobile banking services, specifically in the Serbian banking market, during the last five years, as a result of modernization processes in the Serbian banking sector. In this research were used combined questionnaire and interviews in order to thoroughly access and describe the main factors of interest for the topic. Research results in the end clearly showed a certain degree of success so far in development and implementation of modern IMB services in the Serbian banking market.