The Effects of Digital Banking on Customer Experience, Customer Satisfaction, and Customer Loyalty in Morocco

The aim of this study is to examine the factors affecting customer satisfaction and their intentions towards using digital banking services in Morocco. Six factors were used in this study: functional quality, brand trust, privacy, security, enjoyment and attitudes as well as demographic variables. To collect data, 300 questionnaires were distributed from which 260 were completed and analyzed. Required analysis have been done using SPSS 20.0. The findings of this research showed that functional quality, brand trust, enjoyment, and attitudes of customers positively and significantly impact customer satisfaction. Moreover, it was also found that functional quality, attitudes, and customer satisfaction, positively and significantly impact the behavioral intentions of customers towards digital banking services. This study attempts to gather the most important factors affecting the use of digital banking services in Morocco since there are few researches conducting such a study. Keywords: digital banking, customer satisfaction, customers’ intentions, Morocco.