Open AccessFACTORS AFFECTING CUSTOMER SATISFACTION AND RECOMMENDATION OF MOBILE BANKING SERVICES IN MOROCCO
Author(s) -
Samir Boujaddaine,
Ahmed Taqi
Publication year - 2021
Publication title -
european journal of management and marketing studies
Language(s) - English
Resource type - Journals
ISSN - 2501-9988
DOI - 10.46827/ejmms.v6i3.1131
Subject(s) - customer satisfaction , context (archaeology) , service quality , business , index (typography) , service (business) , marketing , computer science , geography , world wide web , archaeology
This paper is an application of a variation of American Customer Satisfaction index model in the context of Moroccan banking sector. We specifically chose mobile banking and added a variable that is the service recommendation factor, the results of our work have proved that the hypotheses proposed by our model are validated except the relationship between the perceived quality and customer satisfaction and which can be explained by the indirect relationship through the perceived value.
JEL: M31, Z33
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