Abstract
This article examines customer satisfaction with Moroccan banks, particularly in the context of the growing digitalization of banking services. Based on a qualitative survey, it identifies the key factors influencing customer satisfaction, including the performance of online services, the speed of request processing, and the quality of interactions with bank advisors. The findings show that banks offering seamless and secure digital services while maintaining high-quality in-branch customer support achieve higher levels of customer satisfaction, loyalty, and corporate image. Conversely, banks with limited online services, high perceived fees, and inadequate branch service generate greater customer dissatisfaction. The study highlights the importance of balancing digital innovation with human interaction to optimize customer experience and strengthen the reputation of Moroccan banks.
Recommended Citation
Temnati, Raja
(2026)
"Customer Experience at the Heart of the Moroccan Banking Revolution,"
Revue Marocaine de Droit, d'Economie et de Gestion (Moroccan Journal of Law, Economics and Management): Vol. 31:
Iss.
1, Article 9.
https://doi.org/10.66499/2665-7112.1624
Available at:
https://scholarhub.univh2c.ma/remadeg/vol31/iss1/9
DOI
10.66499/2665-7112.1624