Sep 23 2008

Employee Perceptions of Credit Unions


To discover the dominant views of credit union employees toward their organizations, we asked anthropologists John B. Gatewood, Lehigh University, and John W. Lowe, Cultural Analysis Group, to look into the matter. The result is a newly released report, Employee Perceptions of Credit Unions: Implications for Member Profitability. Listen to a podcast with the authors:



After interviewing employees at credit unions of various sizes across the United States, Gatewood and Lowe report six key research findings:

  • Employees can’t neatly compartmentalize how a credit union fits into our society.
  • Employees agree on the “credit union idea” but have a very difficult time explaining that idea to external parties.
  • Employees can identify the parts of the credit union puzzle, but they don’t see how it all fits together.
  • “Trusted” is the highest rated characteristic attributed to credit unions.
  • Employees younger than 30 and those with higher levels of educational are less committed to credit unions.
  • There is significant variance across institutions in employee commitment and in the consensus of what a credit union represents.

Click here to view the Appendix 1: Employee Survey.

Report Number 162