New research shows that when selecting a retail bank, 36% of a
shoppers’ selection decision is driven by the bank’s brand image, 21%
focus on branch proximity, 14% let services determine their choice,
recommendations account for 31% of the weight in a bank’s brand
awareness while positive recommendations drive 36% of a shopper’s
consideration. Additionally, one-third of customers who avoid
considering a particular bank is a result of previous poor service
experience while additional reasons for not choosing a bank include
issues with branch proximity, operating hours, poor policies or high
rates and fees. This research is thanks to the inaugural J.D. Power and
Associates “2009 Retail Bank Shopping Study,” examining the bank
shopping selection process of 7,500 consumers who shopped for a new
banking account during the past 12 months, their customer satisfaction
with the account initiation and on-boarding processes. Additional
research shows a good service experienced among 19% of respondents, such
as customer greeting and low wait time, resulted in satisfaction scores
averaging 890 on a 1,000-point scale(84 points above the industry
average) and 66% disclosing they “definitely will” reuse the bank (19%
above the industry average).