Neo-banks in Morocco: Hybrid Distribution Models and Customer Experience

This research examines the emergence and evolution of neo-banks in Morocco through an in-depth qualitative analysis based on grounded theory. In the context of digital transformation in the Moroccan banking sector, our study explores the mechanisms of adaptation of banking distribution models to local sociocultural specificities. Through a series of semi-structured interviews conducted with 45 participants representing different sector stakeholders, this research highlights the complex dynamics between technological innovation and local cultural requirements. Data analysis, performed using NVivo software, reveals the emergence of a distinctive hybrid model, characterized by a synthesis between advanced digitalization and maintenance of traditional interpersonal relationships. The results emphasize the importance of local adaptation in the success of neo-banks in Morocco, while identifying key factors of resistance and adoption. This study contributes to understanding digital transformation processes in emerging markets and proposes a conceptual framework for analyzing banking innovation in specific cultural contexts.