In the last years, internet banking has become more and more popular not only in Morocco but also in the rest of the planet. In 2020, the number of e-banking platforms users worldwide reached 2.5 billion, and this number is expected to increase to 3.6 billion by 2024 (JuniperResearch, 2020). A rapid growth that is related to the advancement of technology, changes in consumer behaviour, and the convenience and cost-effectiveness of digital banking services compared to traditional banking, which we will see in more details later. Morocco is no exception to this rapid growth trend. L’Agence Nationale de Réglementation desTélécommunications (ANRT) found that the number of internet users in the country of Morocco reached 33,86 in 2021 (ANRT, 2021), a 17,78% increase in internet users per year, a steady increase. As internet usage continues to grow in Morocco, the potential for e-banking services to expand automatically increases. According to Bank Al-Maghrib, the central bank of Morocco, the number of internet banking users in the country increased from 1.7 million in 2019 to 2.2million in 2020 and to 2.8 million in 2021 (Bank Al-Maghrib, 2021). Investigating the factors influencing Moroccan customers attitudes and perceptions of e-banking can be of significant importance.
While previous research has established the importance of service quality, ease of use,e-satisfaction, and e-loyalty in the context of e-banking adoption and usage (Liao, Z., & Wong,W. K., 2008; Raza et al., 2020), there is a lack of studies that examine these factors in thespecific context of Morocco. This research gap is particularly important as Morocco has uniquecultural, social, and economic characteristics that may impact the adoption and usage ofe-banking services. Therefore, further investigation is needed to understand the factorsinfluencing Moroccan customers' adoption and usage of e-banking services. This study addressesthis research gap by exploring the relationship between service quality, ease of use,e-satisfaction, e-loyalty, and the adoption and usage of e-banking services in Morocco. Thefindings of this study will contribute to the academic literature on e-banking adoption and usageand provide insights that can be used to inform e-banking service providers and policymakers inMorocco and other developing countries.
(PDF) E-banking service quality, customer satisfaction and customer loyalty: Empirical study on Moroccan consumers. Available from: https://www.researchgate.net/publication/384967724_E-banking_service_quality_customer_satisfaction_and_customer_loyalty_Empirical_study_on_Moroccan_consumers .
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