The custοmer-bank relatiοnship redesigned bu the adοptiοn οf mοbile applicatiοns : Literature review

Abstract

Recently, the use of the Internet has grown to the point of disrupting certain areas of industrial and commercial activities. For its study of the year 2020, the NTRA (National telecommunications regolatury agency) suggests that the use of smartphones is becoming more democratic in Morocco and that 84% of people over the age of 5 are connected to the Internet.

The magnitude of the change is such that it becomes necessary for banking and financial institutions to adapt to these new technologies to increase or simply preserve their business. The advent of remote banking has changed the marketing strategy of financial institutions including their communication policy. Indeed, retail banks are looking to stay in constant contact with their customers, which is why they have thought of the implementation of mobile banking applications as a lever for digital communication. A means of remote communication that many customers have adopted to stay in touch with their bank. An adoption that we seek to understand through a literature review on the concept in question as well as the process of adoption of a new tool. The choice of these digital tools as the main means of communication with the financial institution will have an impact on the bank’s relationship with its customers. Through this state of the art we seek to rethink the relationship between the bank and its customers in the digital era.

Key wοrds : Adοptiοn, mοbile banking applicatiοn, digital, cοmmunicatiοn,  relatiοnship

JEL Classificatiοn : M310, Ο300

Paper type: Theοretical research