Nearly 25% of members are considered "truly loyal" to their credit union. Someone who is "truly loyal" meets all four of the following criteria:
o They are "very satisfied", overall, with the credit union.
o They "definitely would" recommend the credit union to a friend, family member or co-worker.
o They indicate the credit union "definitely would" be the first financial provider they contact the next time they are seeking to open a savings account, or obtain a loan or other financial service.
o They indicate that the credit union is their PFI.
An additional 20% are classified as being "moderately loyal" to their credit union, satisfying three of the four criteria. At the other end of the "loyalty" spectrum, about 20% of members are "not at all loyal"--that is they do not satisfy any of the four criteria.