Customer loyalty brings growth, profitability, and efficiency; in this 42 page study, Raddon examines how institutions can improve their customer loyalty.  Using USAA as a case for successful loyalty, the study explores how banks and credit unions stack up and what USAA is doing that they aren’t.  From branding to primary status to perceived service quality, we turn over every stone in search for the keys to loyalty.  Credit unions will particularly find this study useful as they attempt to improve their member loyalty, but banks will find value as well.