This study delves into Moroccan banking's evolving landscape, focusing on client satisfaction through digital tools. Emphasizing digital's pivotal role in service quality, it aims to uncover how emerging tech shapes satisfaction. Employing quantitative methods via tailored questionnaires, it seeks to gauge customer perceptions of digital banking. Examining tech integration, AI-Chatbots, and personalized services, it explores how these enhance satisfaction. Additionally, it probes AI-driven marketing's transformative potential in deepening bank-client connections. By spotlighting digital tool efficacy in client satisfaction, this research offers nuanced insights into Morocco's tech-driven banking paradigm. Its data-driven findings can guide strategic decisions for institutions and policymakers, elevating overall service quality in the digital age.
Top1. Introduction
In a digitized world, both the public and private sectors are affected by the digital revolution, which transforms the consumption and communication modes of all economic actors and influences the notion of service. Thus, the application of digital marketing has become a logical response to the new market conditions (ALLA et al., 2022).The rapid expansion of the digital world and its exponential effects have radically transformed multiple sectors, particularly finance and banking. Technological advancements such as artificial intelligence and digitization have profoundly altered consumer behaviors and expectations regarding banking services (Gomber & al., 2018).Faced with challenges such as high costs and the imperative to meet customer expectations, financial institutions are compelled to rethink their business models and embrace new approaches to optimize customer experiences. The introduction of innovation in the banking sector dates back several decades, with significant milestones such as the installation of the first transatlantic cable in 1866. Since then, information systems have played a crucial role in automating administrative tasks and managing financial operations, thus facilitating strategic decision-making for industry stakeholders (Bouhtatit et al., 2023).
In recent years, the banking sector in Morocco has witnessed major changes, influencing consumer behaviors, introducing new technologies, and expanding the range of products and services available (Machkour & Abriane, 2020). The rapid evolution of the banking landscape, particularly with the advent of digitization, has led to significant changes in customer expectations and requirements. Increasingly, customers are turning to online banking for their daily transactions and remote access to banking services, thus illustrating the growing importance of digital tools in their financial management. However, despite this transition towards digitization, challenges persist, particularly concerning customer satisfaction in the use of digital banking tools (Lhoussaine et al., 2022). Studies have highlighted gaps in understanding how emerging technologies influence customer satisfaction and loyalty in the Moroccan banking sector. In this vein, this study is committed to exploring in-depth the mechanism for measuring customer satisfaction in the Moroccan banking sector, with particular emphasis on the role of digital tools. As digital banking continues to gain popularity, it is essential to understand how these technologies influence the customer experience and alter their perception of the quality of banking services, in order to optimize their level of satisfaction.
However, to better meet the demands of clients, Moroccan banks are called upon to enhance and develop their digitization system, which thus constitutes a key lever for strengthening their competitiveness and overall performance. This implies a necessary review in terms of digital tools as well as security and confidentiality policies. This chapter aligns with this approach. It aims to contribute to analyzing the influence of digitalization on customer satisfaction in the banking sector. The main question we seek to answer in this study can be formulated as follows: To what extent does the implementation of digitalization by banks contribute to improving the level of customer satisfaction?
The objectives of this research aim for a comprehensive evaluation of customer satisfaction in the Moroccan banking sector, focusing on the Fes-Meknes region. This entails conducting an in-depth analysis to measure and understand satisfaction levels, taking into account factors such as the integration of new technologies, the use of artificial intelligence and chatbots, and also the customization of online services. The survey will assess how these factors are integrated into banking practices and their influence on improving the customer experience. Additionally, the research will seek to identify the key contributors to customer satisfaction within digital tools.