more information please...

Banking on Trust: What Builds Loyalty?

From your article-
"But if you've paid any attention to bank advertising over the past two or three years you will have noted that it has generally dealt with how many ATMs they have or how they've been able to cut 3.8 second from the average transaction, not, we think you will agree, massively leverageable product differences or extraordinary added-value."...

I have never seen any advertising regarding how a bank can cut 3.8 seconds from a transaction. I have seen advertising for valuable products though... such as a fixed rate mortgages and savings products.
Questions:
How did you determine how "trust" corellates with the key drivers for the rankings you provided in this article? Your website reflects a very different ranking order when it comes to Loyalty. Not to mention, your website states that the ATV's are treated in the following manner: "These category-loyalty drivers describe (in predictive terms) how consumers view the category, how they will compare brands in the category, and how they will buy and remain loyal."
Are the rankings posted in your article "predictive" or factual based on direct responses from questions asked specifically containing the verbiage to include "trust"?

Thank you.