The determinants of the use of mobile banking by Moroccan customers: Case of Souss Massa customers

Abstract

In a context marked by a digital revolution and the Covid-19 health crisis, companies are obliged to digitalize by adopting technological innovations. Our present article aims to identify the determinants of the use of mobile banking by Moroccan users. To do this we have retained the model of Vanketesh (2003) as a theoretical basis and which will be enriched by other variables from the literature. Indeed, an empirical study was conducted with 179 bank customers in the Souss Massa region. To answer our problem, we conducted a quantitative study with a representative sample of bank customers in the Souss Massa region. For the purpose of analyzing the collected data, we used the structural equation method (PLS) with the help of SMART PLS 3 software. The results of our investigation show a positive and significant relationship of a set of determinants and the intention to use banking services via the mobile banking application namely the expected performance, the expected effort, the social influence, the facilitating conditions and the crisis period that we introduced as a new variable. However, the expected cost and the perceived risk are not significant in this context. Our study has limitations. On the one hand, our conceptual model did not take into account moderating variables such as age, gender that can have an effect on the results as shown by Vanketesh (2003) in his empirical studies. On the other hand, our study was limited to the Souss Massa region, but it should have been generalized to all regions of Morocco.

JEL classification: O30

Article type: Empirical research