Client Satisfaction in the Moroccan Banking Sector-Reference-Cited by-同舟云学术

Client Satisfaction in the Moroccan Banking Sector

Published:2024-06-28 Issue: Volume: Page:321-346
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
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Author:

Seghyar Nabil¹,Amane Meryem²,Gouiouez Mounir³,Hraoui Said²^ORCID,Bouhtati Abdelfettah⁴^ORCID

Affiliation:

1. Research Laboratory in Organizational Management Sciences, Ibn Tofail University, Kenitra, Morocco

2. Artificial Intelligence, Data Science, and Emergent Systems Laboratory, Sidi Mohamed Ben Abdellah University, Fez, Morocco

3. Psychology, Sociology, and Culture Studies Laboratory, Sidi Mohamed Ben Abdellah University, Fez, Morocco

4. LRJPE laboratory, Multidisciplinary Faculty of Taza, Sidi Mohamed Ben Abdellah University, Morocco

Abstract

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.

Publisher

IGI Global

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