MOROCCAN BANKING CUSTOMERS’ PERCEPTION TOWARDS USING WEB 2.0 TECHNOLOGIES IN BANKING COMMUNICATION
Web 2.0 technologies provide various benefits to banks and customers alike in terms of communication accuracy, convenience, and cost-effectiveness. Web 2.0 applications have changed the Moroccan bank sector as a whole and the type of relationship between clients and bank institutions. Thanks to these technologies, Moroccan customers can conduct banking transactions with just a click of a button anywhere and anytime. This study aims to critically advance our understanding of the concept of Web 2.0 technologies in the banking industry as well as investigate the perception of Moroccan banking customers on the integration and use of Web 2.0 as a communicative medium with their banking institutions. To this end, a quantitative approach was adopted. A randomly distributed questionnaire was delivered through Google form and emailed to Moroccan bank customers and 280 valid responses were obtained. The instrument is divided into two sections. The first section includes nominal scales. It is meant to collect basic information about the respondents’ demographic characteristics including gender, age, profession, and educational level while the second section deals with the respondents’ perception of Web 2.0 technologies. The statistical package for social sciences (SPSS) V. 20 was employed to analyze the data. The findings of the study indicate that Moroccan banking customers have a positive attitude towards using Web 2.0 technologies in communicating with their banks. The results also show that gender factor has no significant influence on users’ perception and the adoption of Web 2.0 technologies in banking communication. The results will allow banks to better serve their customers, meet their expectations, and respond to their requirements.
Keywords: Web 2.0 Technologies; Perception; Gender Variable; Moroccan Banking Customers’ Perception