Do you believe your bank does what's best for you, not just for its own bottom line? That's the question recently asked of 4,500 customers by Forrester Research. The answer, at least in the case of larger banks, seems to be a resounding, "NO!" Even Bank of America, who performed better than most of the big banks, only managed a meager 33 percent "yes" answer to the question of whether it looks out for its customers.

Perhaps it's understandable, given the still all too recent burns suffered by millions of bank customers at the hands of banks "too big to fail." The sting of the bank bailouts and subsequent hoarding of bailout money may explain how the survey garnered its lowest approval rating ever in the U.S. (for HSBC), 16 percent.

Meanwhile, a whopping 70 percent of credit union customers responded that their banks cared more about providing excellent service than their money. Many of us can probably name a few friends or colleagues who have switched from a larger bank to a local financial institution in the past year and who rave about their new bank's service. One customer, interviewed by CNN after switching his business account to a credit union from a larger institution, described his experience with his new bank as "like the banker in the movie 'It's a Wonderful Life.' It really is that way." Not something I can say I’ve ever heard from a Chase or Citibank customer.

Forrester V.P., Bill Doyle, says he believes part of the problem with large financial institutions is that, "they are public institutions who are in business to make money for their shareholders and inevitably, that shows to customers." In a credit union that obstacle is non-existent by virtue of the fact that the bank is owned by its customers, not third parties looking to make a buck.

According to another recently released survey, the 2010 Edelman Financial Services U.S. Trust Barometer, banks in the general sense have suffered major declines in consumer trust, with 93 percent saying that "there are problems in the financial services industry that need to be addressed." There were also many more respondents that claimed customer service is now as important as fiscal gains. Have these qualities now surpassed things like price and financial performance for many Americans?

How do you feel about your own bank? Do you believe they take your side when an issue arises? Have you thought about switching, or have you already switched your banking services to a smaller institution? And do you trust your bank less after the recent financial crisis?

-Julie is a blogger for The Daily Vine. Check out her bio to see where her view comes from.

Read More

The Least-Trusted Banks in America, nytimes.com

America's 7 Least-Trusted Banks, Huffington Post

Take This Bank and Shove It, CNNMoney.com

93% View FInancial Services As Problematic, Money Management Executive