Abstract

This study analyzes what challenges Moroccan consumers have when adopting omnichannel banking services in an era where digital revolution is altering the country's banking industry. The adoption of cutting-edge financial technologies has not progressed as quickly as once anticipated, even in spite of strong efforts to improve banking and financial inclusion. Informed by the 2022 BANK AL-MAGHRIB report, which emphasizes a marked hesitancy towards mobile payments in spite of their apparent promise, this study aims to determine the motivators and impediments coordinating the ongoing and integrated use of these services (Hamouda, 2019). This research combines quantitative analysis of transactional trends, in-depth qualitative interviews with both banked and underbanked clients, and strategic participatory observation using a triangulation methodology with an abductive approach. By providing a comprehensive and nuanced understanding of the operational dynamics, this rigorous methodological approach hopes to foster the development of flexible explanatory theories that may be improved upon as the research goes on. With a special emphasis on the technical, behavioral, and sociocultural aspects, the expected outcomes seek to thoroughly map the barriers and enablers of adoption. According to preliminary research, factors like user interface intuitiveness, security concerns, and familiarity with digital technologies are important in influencing how services are adopted (Kaur & Arora, 2021)(Liu et al., 2017). These observations will inform the formulation of strategic recommendations that Moroccan banks can use to direct the creation of more focused awareness campaigns and user-friendly technology solutions, with the ultimate goal of democratizing financial services and improving user engagement (Alfayad, 2021).

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