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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
Customers can become more loyal if their banks solve fraud cases, researchers findMore than one-third of U.S. consumers were targeted by attempted financial fraud in 2024.Vladimir Vladimirov/E+ via Getty Images

When 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...

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