The quality of multi-channel integration in the African banking sector: the case of Morocco

Abstract

The banking sector is one of the pioneering sectors in improving customer relationship management, technological innovation and supporting the national economy in its development. Customers perceive a higher risk when using financial services than when acquiring other services (Phan and Ghantous, 2013; Marafon et al., 2018) so banks are being forced to redefine their value propositions, integrating their services across offline and online channels (Bapat, 2017; Kingshott et al., 2018). This is no longer a choice, but a necessity in order to face the current context marked by strong competition and continuous change.

In the scientific literature, most research has focused either on offline contexts or on online contexts in isolation. Understanding the role of multichannel integration quality in improving perceived value in the banking sector via the strategy proposed by Moroccan banks is essential to get the whole population to adhere to the banking system. The goal is to accompany the nation's economic projects in the framework of value development in all sectors of activity and formalize the economic activity still shaded by the informal sector.

Our article proposes an empirical study with a sample of five managers operating in Moroccan banks in order to clarify the importance of the quality of multi-channel integration, and thus highlight the dimensions of the QIM as mediators of the adhesion to the multi-channel offer proposed by their banks. Following this study, the importance of the latter has been validated, nevertheless the study remains nuanced given the limited number of people interviewed. A quantitative study among customers is still desirable to confirm the importance of this variable among consumers.

Keywords: multi-channel, integration quality, Moroccan banks; perceived value.

JEL Classification : G21, L86, M15.

Paper Type: Empirical research