BIG DATA CONTRIBUTION TO THE SUCCESS OF OMNICHANNEL MARKETING STRATEGY - A CASE STUDY OF BANKING SERVICES IN MOROCCO

CONTRIBUTION DE LA BIG DATA A LA REUSSITE D'UNE STRATEGIE MARKETING OMNICANALE: CAS DES SERVICES BANCAIRES AU MAROC

Rachid Maghniwi () and Pr Oukassi ()
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Rachid Maghniwi: UM5 - Université mohamed 5, Rabat
Pr Oukassi: UM5 - Université mohamed 5, Rabat

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Abstract: This research investigates the impact of big data analytics on omnichannel marketing strategies in the Moroccan banking sector, addressing a critical gap in emerging markets literature. The study examines how big data contributes to successful omnichannel implementation and customer experience enhancement in Moroccan banks, with particular focus on the challenges and opportunities specific to an emerging market context. Our research employs a comprehensive mixed-methods approach, combining qualitative interviews with 15 banking executives and data specialists, focus groups with banking customers, and a quantitative survey of 500 banking customers. This methodology is complemented by an analysis of secondary data from three major Moroccan banks covering the period 2022-2023. Through structural equation modeling, we examine the relationships between big data implementation, service personalization, channel integration, and customer outcomes. The findings reveal significant positive relationships between big data analytics implementation and key performance indicators. Specifically, big data analytics demonstrates a strong positive impact on service personalization (β = 0.72, p < 0.001) and omnichannel consistency (β = 0.68, p < 0.001), leading to enhanced customer satisfaction (β = 0.65, p < 0.001). The research shows that 76% of customers regularly engage with at least three banking channels, while the implementation of big data-driven strategies resulted in a 42% increase in campaign conversion rates, a 28% reduction in customer acquisition costs, and a 15% improvement in customer retention rates. These results provide actionable insights for banking executives, particularly in developing integrated data analytics capabilities, implementing ethical personalization strategies, breaking down organizational silos, and building internal analytics competencies. The study emphasizes the importance of balancing digital innovation with data privacy concerns, a critical consideration in the Moroccan banking context. Our findings contribute to both theoretical understanding and practical implementation of big data analytics in omnichannel banking strategies within emerging markets. While the study provides valuable insights, certain limitations should be noted, including its cross-sectional nature, focus on major banks, and geographic limitation to the Moroccan market. Future research opportunities include conducting longitudinal studies to examine long-term impacts, comparing practices across North African markets, investigating the integration of emerging technologies, and exploring the unique challenges faced by smaller financial institutions. This research advances the theoretical understanding of how big data analytics can enhance omnichannel banking strategies in emerging markets, providing an integrated conceptual framework that can guide future research in this rapidly evolving field.

Keywords: BIG DATA ANALYTICS; OMNICHANNEL MARKETING; BANKING SERVICES; PERSONALIZATION; CUSTOMER EXPERIENCE; STRUCTURAL EQUATION MODELING; EMERGING MARKETS; FINANCIAL SERVICES; BIG DATA; MARKETING OMNICANAL; SERVICES BANCAIRES; PERSONNALISATION; EXPÉRIENCE CLIENT; TRANSFORMATION DIGITALE; MODÉLISATION PAR ÉQUATIONS STRUCTURELLES; MARCHÉS ÉMERGENTS; SERVICES FINANCIERS (search for similar items in EconPapers)
Date: 2024-11
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Published in rimms, A paraître, 6 (2), ⟨10.34874/PRSM.rimms-vol6iss2.52948⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04801031

DOI: 10.34874/PRSM.rimms-vol6iss2.52948

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