As part of a larger integrated marketing communication study, a total of 4595 respondents participated in this research. They were new and existing customers of a bank primarily located in a major southwest city, but with branches in other cities of the same state in the USA. Data were collected quarterly from August 2005 to December 2006 as part of a funded study to determine the components of customer loyalty and willingness to recommend the bank to others. This bank mission and vision was to be the bank of choice for small business owners for business and personal banking products and services.