September 24, 2012

U.S. national banks continue to evoke customer satisfaction and loyalty, even while consumers remain neutral on the value they receive for the money spent on banking fees, according to a new survey from Harris Polls and Google Consumer Surveys that measured customer experience at the Big Four banks.

According to the poll, Chase received the highest overall customer satisfaction rating in the study, with 59 percent of customers giving the bank a “satisfied” to “extremely satisfied” rating in overall satisfaction. This compares to Citibank (55 percent), Bank of America (48 percent) and Wells Fargo Bank (47 percent).

One key influence of customer satisfaction is the experience with banking associates, says Harris. When rating the satisfaction of their most recent experience with a banking associate, 25 percent of Chase customers were “extremely satisfied,” compared to Wells Fargo Bank (22 percent), Bank of America (19 percent) and Citi (12 percent).

The inaugural Harris Poll Customer Satisfaction Study within the Harris Poll and Google Consumer Surveys platform that covers retail banking was conducted in early September. There were over 300 responses per question and results were weighted by age, gender and region. Complete benchmark results of the study are accessible, free of charge, by visiting www.google.com/insights/consumersurveys/harrispoll/banking.

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ABOUT THE AUTHOR
Bryan Yurcan is associate editor for Bank Systems and Technology. He has worked in various editorial capacities for newspapers and magazines for the past 8 years. After beginning his career as ...