The Place of Trust in the Adoption of Express Bank by Moroccan Customers

Abstract

Global banking is changing as a result of technological advancements, and Morocco is embracing digital solutions like "Express Bank" in spite of integration difficulties. This study emphasizes the critical role that trust plays in examining the factors influencing Moroccan customers' adoption of this technology by utilizing and expanding upon the "Unified Theory of Acceptance and Use of Technology 2" (UTAUT 2). In order to test and validate the augmented model, data from the clientele of Attijariwafa Bankᅳincluding those without traditional bank accountsᅳwas analyzed. It was discovered that performance expectancy, effort expectancy, habit, security, quality, and trust are important factors in predicting the willingness to use Express Bank. The research highlights trust's central place in predicting adoption behaviors, offering significant insights for banks to facilitate the integration of Express Bank and encourage its adoption among Moroccan consumers.