Digitalization and Customer Satisfaction: A Performance Lever for the Tourism and Hospitality Industry in Fès-Meknès

Abstract

In a context of accelerated digital transformation, this study aims to analyze the impact of digitalization on customer satisfaction in the tourism and hospitality sector of the Fès-Meknès region. It seeks to assess the extent to which digital tools and practices can serve as a performance lever for establishments in this industry by enhancing customer experience, loyalty, and competitiveness in a rapidly evolving digital environment.

In this perspective, the study presents an empirical investigation based on a questionnaire administered to a representative sample of 50 hotel customers. The results of the analysis, processed using SPSS software to clarify and convert the data into mathematical and econometric figures, demonstrate that digitalization—including tools such as cloud computing, artificial intelligence, connected experiences, chatbots, social media, online check-in, as well as augmented and virtual reality—significantly impacts hotel competitiveness and attractiveness to tourists. These tools allow for greater service personalization, faster and more effective communication with customers, and optimized hotel operations. Moreover, these technologies notably enhance customer loyalty, well-being, and overall satisfaction. This study positions digitalization as a key catalyst for customer satisfaction in the hospitality industry.

JEL classification: L2, M12, M54, O32.

Paper type: Theoretical Research