August 31, 2004

Bank Customer Satisfaction: A Poor Predictor Of Future Purchase Intention

by Ron Shevlin

with Catherine Graeber, Adele Sage

Executive Summary (This is a document excerpt)

If having satisfied customers was all it took to grow, banks would be in heaven: Few bank customers are dissatisfied. But banks want customers with deep relationships — which few have. Satisfaction scores aren't good predictors of consumers' future purchase intentions. Banks should stop relying solely on satisfaction as a success metric and also measure customers' perceptions of its customer advocacy.

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