Transformative Impacts of Electronic Banking Services on Customer Satisfaction in the Moroccan Banking Sector

Abstract

The study examines the impact of electronic banking services on customer satisfaction in the context of the banking sector in Morocco. It highlights the transformation of bank-client interactions in the era of digital connectivity, while underscoring challenges such as technical glitches and resistance to technological change among Moroccan clients. The literature review explores theories such as the Theory of Planned Behavior and the Technology Acceptance Model, emphasizing the importance of security, accessibility, ease of use, and transaction speed for customer satisfaction. The study's findings reveal overall high satisfaction among users of electronic banking services in Morocco, with particular recognition of benefits such as time savings, security, and continuous accessibility. However, challenges persist, including perceived security issues, technical problems, and accessibility-related hurdles. Data analysis underscores the crucial importance of accessibility as a significant predictor of customer satisfaction, highlighting the need for banking institutions to ensure continuous availability of online services.