Digital transformation as a lever for improving the quality of banking services: Empirical study on a sample of Moroccan banks

Abstract

This study examines how digital transformation enhances electronic banking service quality and how this effect translates through customer satisfaction to build loyalty. We employed a cross-sectional quantitative design using two questionnaires administered to bank employees (n=190) and customers (n=200) with stratified sampling to ensure representativeness. Measurement properties (reliability/validity) were assessed; data were analyzed using descriptive statistics, Pearson correlation, and multiple regression, and the structural model was tested via PLS-SEM (software: SPSS 26 and SmartPLS 4). Findings show a positive and significant association between digital transformation and service quality; quality is a direct determinant of satisfaction; and satisfaction is the strongest predictor of loyalty. We also confirm indirect effects of digital transformation on loyalty through quality and then satisfaction. Managerial implications: align technology investments with systematic quality improvement and satisfaction-building policies to secure sustainable loyalty.