The majority of consumers still 'committed' to their bank, poll says.

• Position: MARKETING NEWS

DESPITE RECENT NEGATIVE PUBLICITY ABOUT THE BANKING INDUSTRY, the majority of consumers still report that they are "committed" to their bank according to a recent nationwide poll taken by TD Bank, Portland, Maine.

In the poll, more than half of the respondents say that they are committed to their bank and nearly two-thirds feel valued by them. Of those polled, 57 percent attribute helpful staff and personal service to "feeling valued." Moreover, the majority of consumers cite positive customer service experiences as a principal reason for their commitment.

When asked what was important to them when it comes to choosing a checking account, the number one answer (about one-third of respondents) cited: no monthly fees. Additionally, more than 40 percent of those polled say their bank demonstrates a commitment to them through no or low minimum balance requirements.

Other key findings from the poll include:

* Forty-eight percent of consumers surveyed say bank products and services are more valuable than telecommunications (i.e. mobile phone, Internet, etc.).

* Although the majority of respondents stated that having no monthly checking...