L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROC
Due to a significant surge in competition in the retail banking sector in recent years, nowadays retail banks are facing major challenges such as increasing global competitiveness, ever-changing customer expectations and soaring customer complaints. As a result, banks need to deeply under...
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| Format: | Article |
| Language: | English |
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Université Mohammed V de Rabat
2022-12-01
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| Series: | Revue Marocaine de Recherche en Management et Marketing |
| Subjects: | |
| Online Access: | https://revues.imist.ma/index.php/REMAREM/article/view/37936 |
| _version_ | 1811165461676556288 |
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| author | EL MAKHZANI MARJANA |
| author_facet | EL MAKHZANI MARJANA |
| author_sort | EL MAKHZANI MARJANA |
| collection | DOAJ |
| description | Due to a significant surge in competition in the retail banking sector in recent years, nowadays retail banks are facing major challenges such as increasing global competitiveness, ever-changing customer expectations and soaring customer complaints. As a result, banks need to deeply understand their customers’ behavioral intentions in order to remain competitive in a global economic environment characterized by a ruthless competition among aggressive economic players. This article aims to evaluate the relationship between the behavioral intentions of retail banking customers and the perceived service quality in light of the nature and growth of customer complaints, which continue to claim the improvement of certain attributes of banking services. The purpose is to incite retail banking service providers to reassess the level of their service quality and recognize the important factors that influence customer satisfaction, behavioral intentions and loyalty of their customers. Data collection was carried out using a documentary research method, which was based on four main steps, namely analyzing the subject, selecting the right sources, collecting data and evaluating the authenticity, credibility, representativeness and meaning of results. The research sample consisted of multidisciplinary and specialized bibliographic resources. Themain results of the study showed that showed that satisfaction and perceived service quality have an impact on loyalty through repurchase intentions and that perceived service quality has a positive and significant impact on banks' profitability. The findings also asserted that the success of a banking institution is based on the fact that customers associate it with superior quality, which results in customer satisfaction and loyalty. Therefore, providing excellent quality to banking customers is fundamental to thrive in a cut-throat banking environment. |
| first_indexed | 2024-04-10T15:37:29Z |
| format | Article |
| id | doaj.art-2851f0a97f3244d1bce915e31773848e |
| institution | Directory Open Access Journal |
| issn | 2028-5175 2458-665X |
| language | English |
| last_indexed | 2024-04-10T15:37:29Z |
| publishDate | 2022-12-01 |
| publisher | Université Mohammed V de Rabat |
| record_format | Article |
| series | Revue Marocaine de Recherche en Management et Marketing |
| spelling | doaj.art-2851f0a97f3244d1bce915e31773848e2023-02-12T23:10:16ZengUniversité Mohammed V de RabatRevue Marocaine de Recherche en Management et Marketing2028-51752458-665X2022-12-011429912010.48376/IMIST.PRSM/remarem-v14i2.37936L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROCEL MAKHZANI MARJANA0Docteur en sciences de gestion et professeur vacataire, Faculté des Sciences Juridiques, Économiques et Sociales Agdal, Université Mohammed V, Rabat, MarocDue to a significant surge in competition in the retail banking sector in recent years, nowadays retail banks are facing major challenges such as increasing global competitiveness, ever-changing customer expectations and soaring customer complaints. As a result, banks need to deeply understand their customers’ behavioral intentions in order to remain competitive in a global economic environment characterized by a ruthless competition among aggressive economic players. This article aims to evaluate the relationship between the behavioral intentions of retail banking customers and the perceived service quality in light of the nature and growth of customer complaints, which continue to claim the improvement of certain attributes of banking services. The purpose is to incite retail banking service providers to reassess the level of their service quality and recognize the important factors that influence customer satisfaction, behavioral intentions and loyalty of their customers. Data collection was carried out using a documentary research method, which was based on four main steps, namely analyzing the subject, selecting the right sources, collecting data and evaluating the authenticity, credibility, representativeness and meaning of results. The research sample consisted of multidisciplinary and specialized bibliographic resources. Themain results of the study showed that showed that satisfaction and perceived service quality have an impact on loyalty through repurchase intentions and that perceived service quality has a positive and significant impact on banks' profitability. The findings also asserted that the success of a banking institution is based on the fact that customers associate it with superior quality, which results in customer satisfaction and loyalty. Therefore, providing excellent quality to banking customers is fundamental to thrive in a cut-throat banking environment.https://revues.imist.ma/index.php/REMAREM/article/view/37936service qualitybehavioral intentionsbankconsumer behaviordocumentary research |
| spellingShingle | EL MAKHZANI MARJANA L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROC Revue Marocaine de Recherche en Management et Marketing service quality behavioral intentions bank consumer behavior documentary research |
| title | L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROC |
| title_full | L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROC |
| title_fullStr | L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROC |
| title_full_unstemmed | L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROC |
| title_short | L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROC |
| title_sort | l impact de la qualite de service sur les intentions comportementales de la clientele des banques de detail au maroc |
| topic | service quality behavioral intentions bank consumer behavior documentary research |
| url | https://revues.imist.ma/index.php/REMAREM/article/view/37936 |
| work_keys_str_mv | AT elmakhzanimarjana limpactdelaqualitedeservicesurlesintentionscomportementalesdelaclienteledesbanquesdedetailaumaroc |