Comerica Bank ranks #5 among customers and #4 among non-customers in the 2014 American Banker/Reputation Institute survey of bank reputations. Comerica is one of only seven banks to rank in the top 10 among customers and non-customers.
Of the 25 large commercial banks measured, Comerica had the fifth biggest improvement among customers in 2014. Comerica jumped seven points from a year ago, to a 76.1 score, placing the bank in the “Strong/Robust” reputation range. Scores are based on questions measuring Trust, Admiration & Respect, Good Feeling, and Overall Esteem (captured in the score on a 0-100 scale).
Top 10 Reputations Among Customers
1) BBVA Compass
2) UnionBank
3) PNC
4) ally
5) Comerica Bank
6) Regions
7) Huntington
8) KeyBank
9) TD Bank
10) Bank of the West
In specific category rankings among customers, Comerica ranked #3 in Governance, #4 in Performance, #3 in Innovation, and #3 in Citizenship.
Generally, bank reputations are lower among non-customers than customers, but the majority of banks measured, including Comerica, saw improved reputations with non-customers.
Comerica’s score among non-customers improved more than two points in 2014 to 61.6. Comerica, as well as the other banks in the top 10, are in the “Average/Moderate” reputation range among non-customers.
Top 10 Reputations Among Non-Customers
1)Huntington
2) TD Bank
3) Bank of the West
4) Comerica Bank
5) PNC and Regions (tie)
7) BMO Harris Bank
8) BB&T
9) Fifth Third Bank
10) ally
In specific category rankings among non-customers, Comerica ranked #4 in Products, #4 in Workplace, and #5 in Citizenship.
Methodology
The 25 banks in the survey were drawn from the Federal Reserve’s list of large commercial banks as of December 31, 2013, with final selections determined by American Banker based on each firm’s assets and deposits. Only banks with significant retail businesses and/or significant retail brands were considered. Ratings were collected via an online questionnaire in January and February 2014. Each bank was rated by 100 customers and at least 100 non-customers. Each respondent was very or somewhat familiar with the companies they rated.
The bank survey is part of a larger study on corporate reputation. As an industry, the perceptions of banks improved significantly in 2014. The banking industry is now in the “average” range after several years in the “weak” range.
For More Information
The bank survey rankings appear online at www.americanbanker.com, and are highlighted in the June 23, 2014 edition of the American Banker newspaper, as well as the July 2014 edition of American Banker magazine; both the newspaper and magazine are SourceMedia publications.
