L’IMPACT DE LA QUALITE DE SERVICE SUR LES INTENTIONS COMPORTEMENTALES DE LA CLIENTELE DES BANQUES DE DETAIL AU MAROC

Abstract

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.

Keywords

• service quality
• behavioral intentions
• bank
• consumer behavior
• documentary research