THE IMPACT OF THE DIGITALIZATION OF MOROCCAN BANKS ON THE BEHAVIOR OF THEIR CUSTOMERS

In Morocco, banks are facing a complex and rapid change encouraged by new technologies and the health crisis. These companies are striving to meet the expectations of increasingly demanding, hyper-connected, unloyal customers who are constantly looking for the best customer/user experience. Faced with these challenges, digital technology provides convincing answers. However, it is not without risk for customers who have not yet integrated it into their attitudes and behaviors. Our research aims to understand the contributions as well as the risks of digitalization, on the one hand, and on the other hand, to analyze the behavior of the bank's customers with regard to the different digital channels. To do this, we tried to answer the following central question: what are the behaviors of Moroccan bank customers with regard to digital services.