Deregulation has created a very competitive financial services industry. Of particular concern to the dominant banking sector has been the growth in the number of credit union members and their economic potential. In an effort to understand this trend, this paper seeks to ~dentify which image factors significantly dis- criminate bank patrons from credit union members. Factor scores generated by a Principal-axis factor analysis of twenty image vari- ables are used as input into a Multiple Discrirninafit Analysis. Results indicate that three factors significantly discriminate bank pa- trons from credit union members.