Transformation numérique du secteur bancaire marocain : : quels effets du mobile banking sur la satisfaction client ?

Mohammed CHAIRI; Houda ZOUIRCHI; Brahim KIRMI

doi:10.23882/ijdam.25229

Authors

Mohammed CHAIRI Faculté des sciences juridiques, économiques et sociales – Tanger
Houda ZOUIRCHI HEC Business School, Rabat, Maroc
Brahim KIRMI Faculté des Sciences Juridiques, Economiques et Sociales, Tanger, Maroc

DOI:

https://doi.org/10.23882/ijdam.25229

Keywords:

Financement bancaire, Transformation digitale, satisfaction des utilisateurs

Abstract

This article analyzes the impact of mobile banking on customer satisfaction in the Moroccan context, within the framework of digital transformation. Based on a quantitative survey conducted with 103 users in the Tanger-Tetouan-Al Hoceima region, the study explores the relationships between ease of use, reliability, perceived security, and satisfaction levels. Drawing on theoretical models such as TAM, UTAUT, and E-S-QUAL, the findings reveal that the perceived quality of digital services significantly influences customer satisfaction. These results highlight the importance for Moroccan banks to invest in enhancing the user experience in order to strengthen customer loyalty and competitiveness in the digital age.

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