An exploration of the factors influencing the intention to adopt participatory banking products in the Moroccan context[Exploration des facteurs influençant l'intention d'adoption des produits bancaires participatifs dans le contexte marocain]

Attracting and engaging profitable customers for participation banks services is one of the major challenges facing the banking industry nowadays. In this context, this study aims to explore and investigate the main factors that influence customers' intention to adopt participation banks in the Moroccan context. To achieve the research objective, a conceptual model was designed based on the diffusion of innovation theory of Rogers (2003) and an exploratory qualitative study conducted based on a sample of twenty active customers of conventional banks and non-users of participation banking services. Following the proposed model, the relative advantage, the compatibility, the observability, the trialability and the social influence are assumed to have a positive and significant influence on the consumers' intention to adopt participation banking services, while the complexity and the uncertainty are assumed to influence negatively the consumers behavioural intention. It is noteworthy that previous literature is quite limited on this matter, especially in the Moroccan case where participation banks have been recently launched in this country, which enhances the studies conducted in this context. In addition, participation banks can use the results of this study to implement effective marketing strategies to increase the adoption and use of participation banking services by Moroccan consumers.