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January 9, 2006 The Effect Of Bank Fees On Customer Satisfaction And Loyalty by Catherine Graeber, Gregory N. Flemming, Ph.D. with Ron Shevlin, Peter Hult

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Executive Summary

Banks routinely hit customers with an endless list of fees — from small charges for using another bank's ATM to hefty fees for bounced checks. So it's not surprising that bank fees affect customer satisfaction and loyalty. But not all fees have the same effect. While consumers are irked by the price of a bounced check fee and are willing to switch to a bank that would offer them overdraft protection, many consumers pay little attention to the ATM fees they are charged for using another bank's ATM. Banks should consider the effects various bank fees have on customer service and loyalty before changing their fee policies.

This is an excerpt