Customer Trust and Engagement Through Digital Marketing: An Empirical Study on Minimizing the Churn Risk in Moroccan Companies

Résumé

In an increasingly competitive digital landscape, customer retention has become a paramount challenge. This research posits that moving beyond mere customer satisfaction to building lasting trust and fostering active engagement is essential for long-term business sustainability. The study adopts a quantitative, hypothetico-deductive approach to test the hypothesis that trust and engagement positively and significantly impact the durability of the customer relationship. Data was collected via a structured questionnaire administered to a sample of 103 Moroccan companies across various sectors and sizes. The analysis, conducted using SPSS, employed a regression model to measure the impact of a composite "Trust and Engagement" variable (COEN) on the "Risk of Customer Churn" (RCHURN). The results confirm a statistically significant relationship between the variables (β = 0.348; p = 0.006), indicating that enhanced customer trust and engagement are effective in reducing the likelihood of customer attrition. The model explains approximately 12.1% (R² = 0.121) of the variance in churn risk, highlighting that while trust and engagement are crucial strategic levers, a multi-faceted approach is necessary for comprehensive churn management. The findings underscore the need for businesses to invest in digital practices that build confidence—such as transparency, security, and reliability—and stimulate engagement through interactive, personalized experiences.