Madison, Wis. – The CUNA Marketing & Business Development Council announces its newest white paper, “The Essential Drivers of Member Loyalty in Credit Unions: Adding Value to the Net Promoter Score®,” written by Dr. Neil Goldman, Ed.D. The paper features an in-depth exploration of the service qualities credit union leaders should focus on to foster growth and create lasting organizational success.

Incorporating the use of the Net Promoter Score® tool, the study answers, “what leads to an exceptional member experience?,” “what, in turn, leads to meaningful loyalty?,” and “what are the universal factors that all credit unions share in driving member advocacy?” The qualities and factors that drive credit union member promotion and detraction are uncovered in addition to an exploration about whether age, income, or gender made a difference.

Readers are introduced to the formative SERVQUAL model of customer satisfaction as a framework for understanding the drivers of Net Promoter Scores® and how to use the model within the credit union’s research to strive to create an excellent member experience that inspires high loyalty. Several key research tools are included for credit union marketers and leaders to incorporate into their planning.

CUNA Council members are eligible to receive complimentary copies of this, and nearly 300 other white papers; non-Council members may purchase white papers for $50 per copy.
The paper is available online in the white paper section of

CUNA Council members are entitled to complimentary copies of these and nearly 300 white papers; non-members may purchase the white papers for a price of $50 per copy.
The paper is available online in the white paper section of – select the “Marketing & BizDev” tab.
Net Promoter, Net Promoter score and NPS are all registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

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