Royal Bank of Scotland has suffered a setback in its attempt to build its reputation with customers. This decline happened during months when it was facing strong criticism for branch closures. The measure of customer loyalty is published with company results, and it is a major target for improvement for chief executive Ross McEwan. But latest results show customers' likelihood of recommending the bank has plummeted. Along with other banks, an independent survey by pollster GfK asked customers: "How likely is it that you would recommend Royal Bank of Scotland to a relative, friend or colleague in the next 12 months for current account banking?"