including 25% of our focus group, complain of increased fees or little value associated with the service. As far as raising quality and service to new levels, BOA seems to be failing miserably in this area. The bank earned an ACSI rating of 66, “reaching its lowest level of customer satisfaction in over a decade” (Banks Improve, 2012). 33% of our focus group agreed that BOA has not raised the bar. BOA also fell short when it came to being viewed as a value-added entity in respects to the price it charges for its products and services. Customers complained about excessive fees plagued the review boards, and 41% of our focus group felt that BOA’s fees and interest rates were not competitive or reasonable. While Bank of America is in the black on their balance sheet (Forbes, 2013), 41% of our focus group felt that BOA did not meet their expectations for a financial institution. Reviews from ConsumerViews.com, MyBankTraker.com, and My3Cents.com back up our focus group’s numbers. Bank of America has some serious ground to make up with Perceived Value-Based Price