Customers can become more loyal if their banks solve fraud cases, researchers find
- Written by Vamsi Kanuri, Associate Professor of Marketing, University of Notre Dame
More than one-third of U.S. consumers were targeted by attempted financial fraud in 2024.Vladimir Vladimirov/E+ via Getty ImagesWhen banks issue their defrauded customers refunds and successfully identify the perpetrators, fraud victims are 60% more likely to stick with their bank than customers that didn’t experience any fraud.
But if...
