Integration of Social Media into the Multichannel Strategy: Case of the Banking Sector in the TTA Region

Abstract

In an environment shaped by accelerated digitalization, Moroccan banks are undergoing profound transformations in the way they interact with their clients. The emergence of new digital behaviors, the multiplication of contact points, and the growing demand for personalization compel financial institutions to rethink their communication and interaction strategies. In this context, social media platforms have emerged as essential channels not only for disseminating information, but also for engaging in dialogue, fostering customer loyalty, and enhancing the bank’s public image.

This study aims to assess the extent to which the integration of social media into multichannel banking systems can improve customer relationships and contribute to the overall performance of financial institutions. To achieve this, a quantitative survey was conducted among 139 bank clients in the TTA region, using a structured questionnaire. The collected data were analyzed through descriptive statistical tools to identify usage patterns, levels of satisfaction, and customer expectations.

The findings highlight a high usage rate of Facebook and YouTube, yet also reveal widespread dissatisfaction with the relevance of the content provided. Most clients are primarily interested in the entertaining aspects (such as contests and promotions), while banking-related information shared on these platforms is perceived as of limited value. The study also emphasizes the strategic importance of e-reputation, which is strongly influenced by user-generated comments and reviews.

In light of these observations, it is essential for banks to develop a coherent, interactive, and platform-specific content strategy to meet the specific expectations of users. Such an approach is necessary to transform social media into true levers for customer loyalty, brand differentiation, and relational innovation.

JEL Classification: G21, M31, O33.

Paper type : Empirical research