Abstract:

The current state of the banking sector in Morocco, intensified by the fierce competition between banks, amplified by diverse offers and technological advancements especially in terms of multichannel strategy, are all elements that accentuate the volatility of customers and raise the issue of retaining "profitable" customers. Despite the wealth of research done on customer-supplier relations, only a few studies were directed towards a quality assessment of the bank-SME relationship in Morocco. This research on B to B framework, and specifically the bank-SME relation, is put forward in that context. Given the specificity of the supplier customer relationship in the banking sector and the importance of maintaining relationships for the long term, we opted for our research for a qualitative exploratory study, based on observation, collection and analysis, interpretation of qualitative data. This exploration allowed us to identify the main variables that condition the quality of the relationship between banks and SMEs, and the maintenance of long-term, effective collaborative relationships in the Moroccan context