Banks Still Lead in Trustworthiness
American Banker/Gallup Consumer Survey 2000 (09/00) Vol. 110, No. 8 p.19A; Stoneman, Bill

According to an American Banker/Gallup consumer survey, among those who use a bank and an insurance company, 42 percent said they trust the bank more, 33 percent said they trusted them equally, and 22 percent said they trusted the insurance company more. Fifty-one percent of respondents said that they trusted banks more than online brokerage firms, who were trusted more by only 16 percent of respondents. The banks' edge was 50 percent to 19 percent against finance companies, and 44 percent to 18 percent against mutual fund companies. In similar surveys in 1995 and last year, consumers judged banks as more trustworthy than finance companies, insurance companies, stockbrokers, mortgage companies, savings institutions, mutual fund companies, and the recently added online securities trading services. Credit unions were the only type of institution that beat banks in trustworthiness. Of respondents who use both, 32 percent trusted their credit union more, 30 percent their bank, and 33 trusted them both equally. Despite this apparent trust, American consumers have been investing with financial services firms more than they have been saving with banks. While the trust would seemingly get banks in the door to make sales, some think that consumers compare rates, terms, and performance more often now, and are more likely to choose a financial service provider based on these.


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