Banks may not be getting any consumer love, but that doesn't necessarily translate into a lasting membership growth boon for credit unions.

A recent Filene Research Institute report, "Customer Experience and Credit Union Opportunities," revealed that although members say they love their credit unions, many take their financial relationships elsewhere. A survey suggested that making existing credit union members more satisfied may be the wrong goal.

"Consumers consistently identify credit unions as trusted financial providers, but that bond doesn't translate automatically into increased wallet share or membership growth," said Dorian Stone, a Filene fellow and McKinsey partner. "In transitional times like these, credit unions may survive by maintaining historical goodwill-but they can't win without a focus on delivering functional as well as emotional value to the consumer."