ANN ARBOR, Mich. — Credit unions and banks are leading the way among financial services operators, at least when it comes to consumer satisfaction.
That's according to the 2008 ForeSee Results/Forbes.com Online Financial Services Study, which compares satisfaction among bank and credit union, credit card and investment Web sites, based on responses from 1,600 people polled online during the first three months of 2008.
The results were assessed using an index based on the University of Michigan's widely used American Customer Satisfaction Index for assessing the quality of goods and services available in the United States.
Using the ACSI Index, Web sites of national and regional banks and credit unions received a satisfaction score of 82 out of 100, compared with 75 each for credit card and investment Web sites.
The likelihood to continue to use that financial outfit's services was even higher, 90 out of 100, compared with 71 for credit card sites and 83 for investment sites. Similar spreads were found in the likelihood to purchase more services, recommend the Web site and the firm and to use the Web as a primary channel.
The 22-page report is available at www.foreseeresults.com.
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