Employee interaction behavior in the Moroccan banking sector: Which measurement tools?

Abstract

In the Moroccan financial context, the banking sector is characterized by uninterrupted dynamics, highlighting intensified competition between financial institutions aimed at capturing and retaining customers. The front office personnel, including counter operators, financial advisors and account managers, play a decisive role in customer satisfaction. However, assessing the behavior and performance of personnel represents a major challenge. With this in mind, this paper presents an exhaustive analysis of the instruments used to measure the behavior of staff interacting directly with customers in the Moroccan banking sector. It is essential to understand that the quality of services offered by these financial establishments, and consequently the level of customer satisfaction, are closely linked to the performance of these interacting staff. Thus, a careful assessment of their behavior and performance is crucial.

In this respect, we need to explore the tools currently available to assess the behavior and performance of the front office personnel. These measurement tools, whether quantitative or qualitative in nature, offer valuable insights into how employees manage their customer interactions. It should be noted that behavior and performance evaluation should not be an end in itself. On the contrary, it should serve as a starting point for personnel training and development initiatives, designed to reinforce strengths and improve areas requiring particular attention.

Through a review of the literature, it highlights the crucial importance of contact staff behavior in building strong customer relationships. A critical analysis of existing measurement tools reveals shortcomings and highlights the need to develop tools adapted to the Moroccan context. The managerial recommendations provided are designed to help bank managers improve customer satisfaction and maintain customer loyalty in a competitive environment.