Consumers are angry about the rise of banking fees across the nation’s largest banks, resulting the creation of Bank Transfer Day, taking place this Saturday. According to figures coming out of the Harris Poll, big banks should be worried.

For the nation’s largest bank, just 40% said they’d continue their banking relationship come Bank Transfer Day according to Harris Poll results released earlier this week, while Chase—the second largest U.S. bank—did somewhat better with 46% of its customers saying they planned to stay put. For Wells Fargo, the fourth largest U.S. bank, just over half of its customers plan to maintain their relationship with the bank.

On a whole, credit union customer are more loyal than their those that choose to put their money in big banks according to the poll. While 87% of those putting their money in credit unions said they were either extremely or very likely to continue doing so come Nov. 5, just 47% of those that do business with big banks showed the same level of dedication.

Credit Union Customers Feel More Valued

Trust is essential in a banking relationship, as banks and credit unions often some of the most common fiduciaries to the average consumer. Just a quarter of those that put their money in big banks said they have experienced a trustworthy relationship, while an astounding 74% of credit union customers felt similarly. The spread was similar when those polled were asked if they felt their financial institutions valued their business (72% for credit unions versus 24% for traditional banks).

According to the poll, similar pages have popped up in solidarity while almost half of the fans of Bank Transfer Day’s Facebook page are engaging in some form of dialog about the cause with either friends of family—even more than those discussing Occupy Wall Street via social networking sites (32%).

Social media has been a very important catalyst in driving the anti-bank sentiment that’s engulfed the nation and the world alike, the Harris poll noted. As we’ve reported, Bank Transfer Day began as a Facebook movement created by one and has since grown to include tens of thousands of irate consumers. In fact, according to the Credit Union National Association, around 75,000 people are planning to attend the event while 650,000 have already made the switch to credit unions.

Yet, despite all the hype that’s surrounded Bank Transfer Day, the barriers to switching accounts—time, the complexity of the task and other facts—could hinder the spirit of the movement, even for those highly dissatisfied with their banks. According to Harris’ poll, despite the fact that between 24-33% of big bank customers are happy with their banks services, close to 50% of them say they will continue to use the same bank.

 Banks and credit unionsBank of AmericaJP Morgan ChaseWells Fargo/WachoviaCredit Unions (all)
Extremely/Very Likely (Net)6240465487
Extremely likely3714262461
Very likely2525203026
Not likely (Net)152921223
Somewhat likely122018161
Not likely at all39362

Harris’s poll was conducted between Oct. 10 and Oct. 17, 2011 among adults just under 2,500 consumers aged 18 and older.

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