Biais de désirabilité sociale dans les enquêtes bancaires auprès des clients marocains: Mesure, correction et implications méthodologiques

Rachid Maghniwi () and Mustapha Oukassi ()
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Rachid Maghniwi: LARMODAD - Research laboratory in organizational management, business law and sustainable development (LARMODAD),
Mustapha Oukassi: LARMODAD - Research laboratory in organizational management, business law and sustainable development (LARMODAD),

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Abstract: Social desirability bias represents one of the most insidious methodological threats to the internal validity of management science surveys, particularly in institutional contexts characterized by strong symbolic power asymmetry. This research systematically examines this phenomenon within the framework of banking surveys conducted among Moroccan clients. Through a critical literature review mobilizing the foundational work of Crowne & Marlowe (1960), Paulhus (1984) and their African contextual extensions, we identify five cardinal manifestations of the bias. The article adopts a conceptual posture supported by exploratory observations (n=500 clients, RSK region, 2025) aimed at illustrating BDS mechanisms in the Moroccan banking sector. On the methodological level, we propose a five-step data collection protocol integrating the MCS-10 scale, item randomization, certified anonymization, and statistical correction through reweighting. The implications redefine the conditions of external validity for any structural model based on declarative data in the Moroccan banking sector.

Keywords: enquêtes bancaires; biais de mesure; Marlowe-Crowne; validité interne; Maroc; contexte émergent; UTAUT; satisfaction client; Désirabilité sociale (search for similar items in EconPapers)
Date: 2026-04-30
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Published in International journal of applied management and economics, 2026, ⟨10.5281/zenodo.19849682⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05638594

DOI: 10.5281/zenodo.19849682

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