• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Quaterly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Managing Editor: Ms. Shira. W. Lu
    • Abstracting/ Indexing:  Crossref, Electronic Journals Library , EBSCO
    • E-mail: ijtef.editorial.office@gmail.com
HOME > Archive > 2022 > Volume 13 Number 5 (Oct. 2022) >
IJTEF 2022 Vol.13(5): 174-182 ISSN: 2010-023X
DOI: 10.18178/ijtef.2022.13.5.742

Expected Consumer Values of Participating Banking Products in Morocco

A. Elkassimi, H. Berbou, and S. Ouiddad

Abstract—Islamic banks have just been authorised to open their branches in Morocco and launched their first participative banking products back in July 2017. Past experience, however, shows a low rate of consumer acceptance of these products. The objective of the present paper is to explore participatory banking products (PBP) consumers' expected value and its dimensions in order to have a better understanding of what is needed to make these products an attractive market. In order to answer our research question, we have mobilised the theory of customer values. The qualitative methodology adopted, which combine Nethnoraphy and semi-directional interviews, made it possible to identify seven PBP values: the expected functional value/ quality; the expected functional value/ price; the expected emotional value; the expected social value; the expected epistemic value; the expected conditional value and the expected spiritual value.

Index Terms—Participatory banking product, perceived value, expected value, functional value, epistemic, conditional, emotional, social, and spiritual values.

The authors are with Management, Marketing and Communication Research Laboratory, National School of Business and Management, Hassan the 1st university, Settat, Morocco (e-mail: elkassimiabdelkabir@yahoo.fr, berbou@academus-bm.com, ouiddad.smail@gmail.com).

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Cite: Expected Consumer Values of Participating Banking Products in Morocco, "A. Elkassimi, H. Berbou, and S. Ouiddad," International Journal of Trade, Economics and Finance vol.13, no.5, pp. 174-182, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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