Enhancing Customer Experience and Satisfaction with Chatbots in the Moroccan Banking Sector: A Qualitative Study

In Morocco, several banking institutions have introduced chatbots in their banking services to enhance customer interactions. The effectiveness and impact of chatbots on customer experience within the Moroccan context remain relatively unexplored. Understanding the implications of chatbots on customer satisfaction is vital for Moroccan banks striving to enhance their digital services. Our study is qualitative study investigates user experiences with banking chatbots to fill this knowledge gap. Through semi-structured interviews with 30 participants, key themes emerged regarding system quality, information quality, service quality, and customer satisfaction. Our findings highlight the importance of addressing technical challenges, enhancing information relevance and accuracy, and improving responsiveness and empathy to enhance user experience with chatbots. These insights offer actionable guidance for Moroccan banking institutions to strengthen their digital service offerings and drive business success.