2015 RETAIL BANKING - BRAND VULNERABILITY REPORT
The 2015 Retail Banking Vulnerability Study measures the frustrations of existing customers of the Top 10 Retail Banks in the US. The study quantifies the projected impact of the vulnerabilities on anticipated customer switching behavior over the next 12 months.
The Top 10 US Banks included in the study are:
- Bank of America
- Wells Fargo
- Capital One
- US Bank
- TD Bank
- Sun Trust
The sample consists of a nationally representative set of 3,014 primary retail banking customers at one of the 10 institutions examined, sourced primarily from a research panel and supplemented by real-time online sampling. Online fielding was conducted during September of 2015.