Digitalization of financial services: analysis of customer experience in the Moroccan banking sector

Abstract

In a global context marked by accelerated digital transformation, financial systems are undergoing profound changes, particularly affecting the banking sector. This article focuses on the impact of digitalization on the customer experience in Moroccan banks. Through a qualitative approach based on semi-structured interviews conducted with a sample of 65 respondents, the study explores users' perceptions of digital banking services, as well as the barriers and levers linked to their adoption. The results highlight a shift in customer expectations, who are increasingly sensitive to the simplicity, speed, and security of online services. The analysis also reveals resistance, particularly related to trust and familiarity with digital tools. These findings provide a better understanding of the challenges of digital transformation in the Moroccan banking sector and identify areas for improvement to strengthen customer satisfaction and loyalty.