Digital experience and customer referral in banks in Morocco : The role of NPS in the phygital age

Abstract

This article examines the impact of digital relationship marketing tools on customer referrals within the Moroccan banking sector. A quantitative survey was conducted with 500 banking customers, employing a conceptual model that incorporates the concepts of customer satisfaction, customer effort, phygitality, and digital experience. The findings indicate that the digital customer journey, the perceived reduction of effort, and the quality of the physical experience significantly influence customer's intention to recommend the bank. Consequently, the Net Promoter Score (NPS) emerges as a strategic indicator for banks in the digital age. The article concludes by discussing managerial implications and outlining future research directions