Tunisian Republic

Ministry of Higher Education and Scientific Research Tunisia

University of Tunis

The Higher Institute of Management of Tunis

Internship report

The Contribution of Mobile applications to the customer

satisfaction towards Banks
Report elaborated by
Case of BIAT
Elaborated by:

Talbi Feriel

Academic supervisor: Mrs Mersni Soumaya

Professional supervisor: Mrs Imen Mlik

Academic year 2021-2022

 Dedication

I dedicate this graduation project to my parents Talbi Fethi and

Benhamza Rim, who never stop giving of themselves in countless
ways, who have never failed to give me financial and moral support
and who always believed in me.

I also dedicate this Project to all my family members especially my

grandparents Saida and Amor, my aunts Salwa and Mahrzia and my
siblings who were always there to support me and to help me.
 Acknowledgement
I would like to express my gratitude to my academic supervisor Mrs
Mersni Soumaya for providing support, guidance, precious advice and
for making this experience possible. I would like to express my
appreciation for her trust and encouragements that really touches my
heart and soul.

I thank as well Mrs Imen Mlik for welcoming and trusting me to work
in such a great company.

Last but not least, i would also like to thank my parents and friends
who helped me a lot in finalizing this project within the limited time
frame.

Finally i thank all my teachers of the High Institute of Management of

Tunis who let me benefit of their expertise, knowledge and know-how
 SUMMARY
General introduction_________________________________________________________1

Chapter 1:________________________________________________________________4

Presentation of BIAT and its activity Sector______________________________________4

Introduction:_____________________________________________________________5
Section 1: Presentation of the banking sector_________________________________6
1. Commercial secondary Banks_______________________________________7
Section 2: Presentation of the BIAT________________________________________7
1. Presentation:_____________________________________________________7
2. The technical Data sheet___________________________________________8
3. Visual identity of BIAT____________________________________________9
4. Organizational chart of BIAT_______________________________________9
5. marketing direction of BIAT_______________________________________10
Section 3: Environment analysis__________________________________________11
Section four: Internship Experience at BIAT________________________________19
Conclusion:____________________________________________________________21

Chapter 2: The evolution of bank clients ‘satisfaction through mobile applications______22

Introduction:____________________________________________________________23
Section one: bank marketing_____________________________________________24
1. Definitions :____________________________________________________24
2. Bank marketing evolution :________________________________________24
3. Objectives of bank marketing:______________________________________25
4. The importance of bank marketing :_________________________________25
Section two: E-Banking_________________________________________________25
1. Definition:_____________________________________________________25
2. History of Ebanking:_____________________________________________26
3. Ebanking and adoption models :____________________________________27
3.1. Theory of Reasoned Action (TRA):_____________________________27
3.2. Theory of Planned Behaviour (TPB):____________________________27
3.3. The Technology Acceptance Model (TAM):______________________28
Section Three: Mobile Marketing_________________________________________28
 1. Definition:_____________________________________________________28
2. The Marketing Mix of mobile Marketing_____________________________29
2.1. Costumer :_________________________________________________29
2.2. Convenience :_______________________________________________29
2.3. Cost:______________________________________________________29
2.4. Communication :____________________________________________29
3. Types of mobile marketing:________________________________________30
4. Types of mobile applications :______________________________________31
Section four: customer satisfaction________________________________________32
1. Definition:_____________________________________________________32
2. Factors affecting customer satisfaction:_______________________________32
3. The importance of customer satisfaction in companies___________________33
4. Measures of satisfaction___________________________________________33
5. Customer satisfaction measuring methods_____________________________34
Conclusion_____________________________________________________________35

Chapter 3: Contribution of Mybiat application to the clients’ satisfaction Methodology and

results.__________________________________________________________________36
Introduction____________________________________________________________37
Section one: Presentation of the study mythology_____________________________38
I. Recall of the problematic and objectives__________________________38
1. Problem identification____________________________________________38
2. Objectives_____________________________________________________38
II. Data collection:_____________________________________________39
1. Netnography____________________________________________________39
2. The Survey Methodology_________________________________________39
2.1. Organisation of the survey_____________________________________40
2.2. Statistical sampling plan:______________________________________41
2.2.1. The choice of the statistical sampling method__________________41
a) Sample research description________________________________41
3. The process of Data analysis:______________________________________42
3.1. The choice of data analysis software_____________________________42
3.2. The process of data analysis___________________________________42
Section two: research towards satisfaction mybiat application___________________43
 I. Presentation of the results regarding satisfaction of the clients_________43
1. Elements of satisfaction of Mybiat__________________________________43
2. Graphic representation of the satisfaction research______________________44
Section 3 :Mybiat application users profiles_________________________________46
I. Measuring the satifaction of mybiat clients regarding data of respondents-
_____________________________________________________________46
1. Level of satisfaction towards Mybiat regarding the frequency of using
Mybiat___________________________________________________________46
2. Level of satisfaction towards Mybiat depending on age__________________47
3. Level of satisfaction towards Mybiat depending on genre________________48
4. specifity of level of satisfaction depending the Socio-Professional Category__48
Section Four recommandations___________________________________________49
I. Recommendations to ameliorate clients satisfaction towards Mybiat
application_____________________________________________________49
II. Recommendations to make Mybiat application more appreciated by the
clients and to build brand loyalty towards Mybiat_______________________50
III. Recommendations regarding the identification of “Mybiat” clients based
on the elements of satisfaction______________________________________51
Conclusion_____________________________________________________________52

General conclusion__________________________________________________________53

Bibliography_______________________________________________________________55

ANNEXES________________________________________________________________56
 Figure List

Figure 1: logo of Biat__________________________________________________________9

Figure 2: Organizational chart of BIAT___________________________________________10
Figure 3: marketing direction___________________________________________________11
Figure 4: Swot analysis_______________________________________________________12
Figure 5: the positioning strategy of BIAT per Market ______________________________14
Figure 6: Biat electronic cards__________________________________________________14
Figure 7: an article about the BIAT on Mosique fm_________________________________17
Figure 8: Artistic Caravane « le Jazz, là où vous ne l’avez jamais écouté »_______________18
Figure 9: « La BIAT parraine la première édition du festival du cinéma méditerranée
manarat »__________________________________________________________________18
Figure 10: La BIAT lance une offre promotionnelle sur les crédits à l’immobilier au profit des
TRE.______________________________________________________________________18
Figure 11: the poster of the promotion offre to the Tunisians living abroad_______________20
Figure 12: definition of E-banking______________________________________________26
Figure 13: Theory of Reasoned Action___________________________________________27
Figure 14: Theory of Planned Behaviour (TPB)____________________________________28
Figure 15: the technology acceptance Model (TAM)________________________________28
Figure 16: The 4C of marketing________________________________________________30
Figure 17: Types of mobile marketing____________________________________________30
Figure 18: importance of satisfaction____________________________________________33
Figure 19: customer satisfaction measuring methods________________________________34
Figure 20: recommending Mybiat to a friend or a colleague___________________________44
Figure 21: satisfaction towards Security of Mybiat application________________________45
Figure 22: satisfaction towards customer service of mybiat___________________________45
Figure 23: matrix satification- importance________________________________________46
 LIST OF TABLES

Table 1: Technical data sheet____________________________________________________8

Table 2: Pestel analysis_______________________________________________________13
Table 3: Types of mobile applications____________________________________________31
Table 4: the organisation of the survey___________________________________________40
Table 5: characteristics of the sampling__________________________________________41
Table 6: Presentation of the process followed to analyse data_________________________42
Table 7: Statistical results_____________________________________________________43
Table 8: satisfaction*frequency of mybiat use_____________________________________47
Table 9: satisfaction*age______________________________________________________47
Table 10: gender *satisfaction__________________________________________________48
Table 11: satisfaction*socio-professional-category__________________________________48
 List of acronyms:
BIAT: The Arab International Bank of Tunisia
BT: Bank of Tunisia
BH: Bank of habitat
ATB: Arab Tunisian Bank
UIB: International union of Banks
STB: Society of Tunisian Banks
UBCI: Union Bank of commerce and industry
BBME: British Bank of the Middle East
SWOT: strengths, weaknesses, opportunities, threats
Pestel: Political, Economic, Social, Technological, Environmental and Legal
TRE: Tunisians resident in abroad
MVP: minimum viable product
ICT: Information and communication technologies
TRA: Theory of Reasoned Action
TPB: Theory of Planned Behaviour
TAM: The Technology Acceptance Model
4C: Costumer, Convenience, Cost, Communication
SPSS: Statistical Package for the Social Sciences
CRM: Customer relationship management
CSR: Corporate social responsibility
QR code: quick response code
E-banking: electronic banking
 General introduction
Nowadays, clients’ satisfaction is a crucial to the success of any company because if
you don’t satisfy your clients your business will definitely fail. Every company no matter
how successful it is and no matter how well known it is wants to improve customer
satisfaction According to Gartner, 81% of marketers view customer satisfaction as the main
competition area in their industry. Customers tend to have higher expectations due to the
raising competition, the variety of services and products and the saturation of the market.
Keeping and satisfying a costumer are becoming harder than ever. Customers tend to have
high expectations. Internet made costumers more connected and co-creatures. According to
digital discovery, between January 2019 and January 2020 the number of unique mobile users
has increased by 2,4% in the world. Also, mobile phones have become a necessity for many
people around the world. Because they make our life easier, you can communicate, purchase,
work, study, and write a review or a feedback. Moreover, mobile phones have transferred how
the business operates because they are easier, more efficient and more personalised. In order
to get your costumer's attention and to build customer loyalty towards your business you need
to establish the most effective, direct and convenient communication channels with your
clientele. That’s why mobile phones are one of the most functions used in the mobile phones.
That's why companies are more and more orientated towards mobile applications because
they represent a big opportunity to increase the company’s awareness, gain new costumers
and satisfy their clients. Add to that, mobile phones make the relationship between customers
and customer service easier, direct and personalised. Also, mobile applications reach higher
costumers engagement level and increase customer loyalty.
In the past three decades, the banking sector noticed a radical transformation. The appearance
of ICT revolutionised the life style of all individuals and specially bank clients. A new
concept has appeared which is E-banking that has become a vital part of the global financial
environment which led banks to digitize all its services so that banking mobile applications
start to come into sight.

In order to manage the information flow, Tunisian Banks and in particular BIAT developed a
banking mobile app in order to satisfy their clients’ needs. And it’s necessary to measure it, to
know the client’s profile and their preferences to guarantee and improve their satisfaction.

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In fact, it’s undeniable that client satisfaction is the success key of all banks and companies
and mobile apps represent a tool that aims to satisfy clients. These findings frame the issues
of this research to provide an answer to the following central question:

How does the mobile banking apps contribute to the clients ‘satisfactions towards
banking services?

In order to answer this central question, we need to lean on 3 objectives:

- Measure the clients’ satisfaction towards Mybiat application.

- Examine the importance of Mybiat application compared to other mobile banking
applications.
- Identify the profile of mobile banking applications clients.

During our internship at Biat we noticed that clients’ satisfaction is a vital element to assure
the success of the bank specially that Biat has a marketing department to elaborate market
researches, understand the costumer’s behaviour, feedback and specially expectations. After,
observing how they lead satisfaction researches and market researches. We decided to
conduct our own satisfaction research towards Mybiat application. So that, we can collect
data, analyse it and conclude the contribution of mobile applications to the satisfaction of
Bank clients. So that, we can suggest and recommend to Biat some ameliorations that can
increase clients’ satisfaction and brand loyalty.

In this context, our work will be divided into 3 chapters:

In the first chapter, we will present the banking sector and the different types of banks in
Tunisia, BIAT; we will analyze its environment through SWOT and PESTEL analysis and
present its Mix marketing. And we will highlight our internship at Biat.

In the second chapter, we will define the bank marketing, its evolution, its objectives and its
importance. We will also define the E-Banking, the history of E-banking and its adoption
models. We will also introduce the mobile marketing, the marketing mix of the mobile
marketing, its types and the types of mobile applications.

In the third chapter, we will present the methodological process, after that we will present the
statistical results of our research regarding satisfaction towards Mybiat application, then; we
will present mybiat application users’ profiles. We will start by measuring the degree of
satisfaction of mybiat client regarding other elements such as: gender, age, socio-professional
2
category, and the frequency of using the application. And last, we are going to propose
recommendations to offer added value based on the obtained results in order to ameliorate
Mybiat application.

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 Chapter 1:
Presentation of BIAT and its activity
Sector

4
 Introduction:

Nowadays, the banking industry has become more modern and competitive through
reinforcing its marketing strategies. No one can deny the impact of digital marketing on
switching from the idea of modern bank to the post-modern bank. We no longer talk
traditional paying methods but E-banking and online payment also we longer talk about a
passive consumer but an active participant client. According to research done in this field, we
have found that 87% 1of Tunisian banks have mobile apps because they become aware of the
impact of the apps in building customer loyalty, satisfying and attracting new clients. In this
chapter we will present the banking sector in Tunisia, the different types of banks, the Arab
International Bank of Tunisia, analyse the environment through SWOT and PESTEL analysis,
present the mix marketing of BIAT and Present our internship at BIAT.

In the first section, we will start by presenting the banking sector and the different types of
banks in Tunisia. In the second section, we will present BIAT. In the third section, we will
analyze its environment through SWOT and PESTEL analysis and present its Mix marketing.
In fourth section, we will highlight our internship at Biat.

1
Medinanet.com https://www.medianet.tn/fr/actualites/detail/la-transformation-digitale-en-tunisie-un-
virage-strategique-majeur-pour-les-banques/all/1 ( consulted at 15 December 2021)
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Section 1: Presentation of the banking sector

In this section we will present the banking sector, the central bank of Tunisia the Commercial
secondary Banks in Tunisia and the types of banks.

Description of the sector

In 1956, the creation of banks was essential to ensure the self-financing of the Tunisian
economic sector. In 1980 investment banks were established they led to the development of
the Tunisian economy because they introduced foreign investment in Tunisia. Nowadays, the
financial system in Tunisia is structured as follow: the central bank of Tunisia, 23 credit
institutions having the status of a bank, 4 off shore banks, 3 societies of factoring, and 11
leasing companies. Among international actors present are present in Tunisia, we cite the
following: such as PNB parbias group and Attajeri Wafa. There are more than 1430 banking
agencies at the rate of one agency for 7700 habitants2.

In the next two parts, we will categorize banks according to their missions which are:

 The central bank.

 Commercial secondary banks.

The central bank of Tunisia

The central bank of Tunisia was founded in 1958 3and it is considered as a public institution
that has a civil personality and a financial autonomy. Its main mission consists of keeping and
ensuring the dinar’s stability.

It is charged of:

 Controlling the monetary circulation.

 Keeping the security and stability of the financial system of Tunisia.
 Watch over the good function of the payment.

2
Medianet.tn https://www.medianet.tn/fr/actualites/detail/la-transformation-digitale-en-tunisie-un-
virage-strategique-majeur-pour-les-banques/all/1 ( consulted at 15 December 2021)
3
Biat.com.tn https://www.biat.com.tn/la-biat/presentation-generale (consulted at 15 December 2021)

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1. Commercial secondary Banks

Professor Kinley defined bank as, “A bank is an establishment where individuals makes
advances of money as may be required and safely made, and to which individuals entrust
money when not required by them for use”.
In Tunisia there are 23 commercial secondary banks presented as follow:
International union of Banks, Bank of Tunisia, Union Bank of commerce and industry, Amen
Bank, Arab Tunisian Bank, The solidarity Tunisian Bank, National Agricultural Bank,
Tunisian society of agricultural, Society of Tunisian Banks, Attijari Bank, Arab International
Bank of Tunisia, Tunisian-Kuwait bank, Qatari National Bank, Stusid Banque, Arab Banking
Corporation, Tunisian Libyan bank, Bank of financing small medium businesses ,Zitouna
bank ,French Tunisian bank ,Citibank, Wifak international ,Al Baraka.

Types of banks in the Tunisian banking sector

In Tunisia we have three types of Banks:

• Banks with a huge participation of the state such as: BH, STB, BNA.
• Tunisian Private owned banks such as: Such as BT, BIAT, AMEN BANK.
• Foreign owned banks such as: UIB, UBCI, ATB.

In the next section we will present one of the Tunisian Private owned banks which is
BIAT.

Section 2: Presentation of the BIAT

In this section we will present the Biat, its visual identity, its marketing direction and its
flowchart.

1. Presentation:

Arab International Bank of Tunisia is the leader private bank in Tunisia was founded in
1976 after merging the Société Marseillaise de Crédit and the British Bank of the Middle
East (BBME). BIAT offers a wide range of products and services to all types of clients:
Individuals, professionals, Tunisian citizens living abroad, mid-size companies.

It has also different subsidiaries in the fields of:

• Consulting

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 • Insurance
• Asset management,
• Private equity
• Stock market intermediation

2. The technical Data sheet

The technical Data sheet represents a document that includes information about the Bank
such as: legal status, head office, direction, ECT.

Table 1: Technical data sheet

Name Arab International Bank of Tunisia

legal status anonymous society

Head office 70-72, Avenue Habib BOURGUIBA – 1000 Tunis

Direction Ismail Mabrouk (Président du conseil d’Administration)

Mohamed Agrebi (Direction Général)
Shareholding Groupe Mabrouk

Number of agencies 205 (2021)

share capital 1754 MDT4
Website www.biat.com.tn

E-mail [email protected]
Phone number 71 131 000
Fax 71 42 820

The technical data sheet allowed us to know the shareholders, number of agencies, BIAT’s
website, and share capital which is 1754 MDT.

4
https://www.biat.com.tn/la-biat/presentation-generale

8
3. Visual identity of BIAT

Visual identity of a company or a Bank contains logo, imagery, typography, colors, and
design.

Figure 1: logo of Biat

Source: Biat website 5

In 2019 Biat changed its logo. The logo reflects the evolution of the Bank strategy and
perspective. Among changes we cite the following:

Colours:

Blue represents wisdom.

Orange represents dynamism.

The square is meant to show the strength and solidity.

Typology Biat: can be easily read and memorised.

Signature: « Engagés avec vous » partnership, support and common benefit. It shows that
BIAT is fully invested with its clients.

4. Organizational chart of BIAT

An organizational chart represents a visual representation of the hierarchical sstructure of

an organization or a company.

5
La BIAT dévoile son nouveau logo et sa nouvelle signature | BIAT Corporate

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 Figure 2: Organizational chart of BIAT
General finance and Management Collection
Risk Back-Offices
Secretariat accounting Control and Litigation
Department departement Department departement Department departement

General
direction

communication
Advisor
direction

Program office Headquarters of the

Transformation project.

DGA- Investment and

general control Commercial
Information Bank Pole Retail Corporate
departement Banking Poles
system and Banking Pole
Snoring

information system and

technical coordination
departement

Business
coordination
department

Source: my internship atBIAT

5. marketing direction of BIAT

Biat gives such an importance to its Marketing direction. It does not focus only on the
commercial department but also the direction of marketing and digital development where we
had our internship. The main role of the direction of marketing and digital development is the
conception and the launch of new services.

10
 Figure 3: marketing direction

general direction

central direction

direction of Direction of
animation and marketing and product quality
commercial digital communication direction
piloting developement

Alternative
channels
development
Product
development
and
monitoring

Market
studies and
analysis

Source: my internship at BIAT

Section 3: Environment analysis

In this section we will analyses the banking environment through Pestel and swot analysis,
present the positioning strategy of BIAT per market and Biat’s mix marketing

SWOT analysis

SWOT Analysis (strengths, weaknesses, opportunities, threats) is a business strategy tool to

assess how an organization is compared to its competitors. In order to identify the internal
strengths and weaknesses of BIAT and the external opportunities and threatens of the banking
environment we need to do a SWOT analysis.

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 Figure 4: Swot analysis

STRENGTHS WEAKNESSES
Strong awareness ( leader on banking Security issues (privacy , hacking ,
market ) clients Data )
an Innovative bank Absence on several social medias
Diversity of products and services ( such as instagram )
corporate social responsibility Limited global presence it’s only
alot of developped distrubtion presented in France
channels such as web banking ,
mobile banking ect

OPPORTUNITIES THREATS
High growth sector Emergence of new direct and indirect
A better development in Costumer competitors
relationship management Security threats
(personalised offers)and risk highly competitive market
management the economic instability in Tunisia
the increasing number of internet since 2011
users

Pestel Analysis

Pestel analysis (Political, Economic, Social, Technological, Environmental and Legal.) is a

marketing tool used to identify and to analyze the external environment due to the economic
changes, health crises such as COVID19, the evolution of IT and the emergence to the E-
banking, fintech and the evolution of the costumer’s behaviour.

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 Table 2: Pestel analysis

Element Factor
Political Political unrest in Tunisia Since 2011, suspension of parliament on 25 July.
Economic The inflation rate increased sharpily from 5,26 in 1963 to 16,70 in 2021 6
The unployement rate is increasing specially after covid19.
Sociological Costumer purchase behavior such as preferring the traditional banks than
online banks, not trusting banks and preferring keeping their money at home.
Technological Technology is changing the payment method we talk about fintech E-
Banking, credit cards, bitcons and online banks ect...
Legal Finance Law for 2020 was approved and Published it contains several
changes such as :
3% digital tax is introduced on the sale of computer applications and digital
services by non-resident companies, with the requirement to submit returns
quarterly (detailed requirement to be set by decree). 7
Environmental People no longer prefer paying by cash but they started to prefer paying
online and that increased the number of virtual banks over classic one.

The positioning strategy of BIAT per Market

A positioning strategy is a marketing tool that identify to the company where its business
stands in the market, how the company wants to be perceived in the mind of the costumer and
how to attract new clients. Biat has three positioning strategies.
Which are presented in figure 5.

6
https://www.statista.com/statistics/524512/inflation-rate-in-tunisia/
7
https://www.orbitax.com/news/archive.php/Tunisia-Finance-Law-for-2020-A-40494

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 Figure 5: the positioning strategy of BIAT per Market

The individual market Professional

contains: Market contains : Small and mid-size
Elite enterprises (SMEs)
Prestige Market :
Liberal Health Professions
General public Large medium sized
Traders companies
Student
Young active graduate Artisans Small businesses
Seniors Farmers Organizations

Marketing Mix
Marketing Mix defines the tactics that companies use to promote their service or product in
the market. In order to understand products and services of Biat, its distribution strategy,
communication strategy and the pricing strategy we will present its marketing Mix:

Product

BIAT offers a diverse range of services and products such as loans, monetary cards, online
payment ECT. It also gives loans (real estate loans and individual loans.In this table we will
present different monetary cards of Biat:

Figure 6: Biat electronic cards

Visa Express card
it’s very practical specially for clients
who hate waiting in a long queue , the
client can use it in shopping, grocery
stores , restaurants, ect..
8

Source: Biat’s website

8
Carte VISA Express | offre Particuliers BIAT (consulted on 12 December 2021)

14
 Technological card :
Technological card will allow clients to
buy from websites outside of Tunisia for
example Aliexpress, clients can buy
online courses from Coursera or udemy,
but the card can only be charged once a
9
year.
Source: Biat’s website
Fly card
It’s specially meant for students and
young people between 13 and 25 years
old, it allows them to buy online items,
online courses and even save money in
it. And it can be easily recharged.
10
Source:Biats‘web
site
Visa infinite card :
It’s a luxurious card and that can be seen
through its poster, they also have a
personalised 24/7customer service in
Arabic or English.

11

Source: Biat’s website

Travel Card:
This card gives the client the
opportunity to book hotels, airline
tickets from all over the world.

12

Source: Biat’s website

9
Carte Technologique | offre Particuliers BIAT (consulted on 12 December 2021)
10
Carte FLY | offre Particuliers BIAT (consulted at 12 December 2021)
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Carte VISA Infinité | offre Particuliers BIAT (consulted at12 December 2021)
12
Carte TRAVEL | offre Particuliers BIAT (consulted at 12 December 2021)

15
 H’DYA Card
This card gives the opportunity to Biat
clients to give an electronic card as a gift
it’s a prepaid card that can be offered as
a gift to anyone: a friend, a partner, a
family member, ect.
13
4
Source: Biat’s website

MasterCard Platinum
It represents a luxurious and a
prestigious card , it can be an
international card as well , clients can
have 24/7 customer service , and they
can also attend Biat’s private and
Source: Biat’s website
exclusive events.

Price

It offers competitive prices, affordable and adapted to each segment for example master card
electronic is for people who have a salary between 480 and 600 DT, BIATTRAVEL is a
touristic card for an annual limit of 6000dt, Visa primer card for people who have a salary that
is above 2000DT.

13
Carte H’DYA | offre Particuliers BIAT (consulted at 12 December 2021)
14
Carte MasterCard Platinum | offre Particuliers BIAT

16
 Figure 6: Details of the annual fee for electronic cards

Source: Conditions de Banque Janvier 2017

Communication:

Biat use several promotion tools such as:

Below the line: Especially on Radio, TV, magazines to reach the maximum of its clients and
increase the bank awareness.

Figure 7: an article about the BIAT on Mosique fm

Source: mosique fm 15

 Above the line: such as emailing, telemarketing to get new costumers and to build
Loyalty ecosystems with the actual clients.
 Through the line : such as social media : ads on facebook , youtube videos
Events like sponsoring sportive events or cultural one like for example Biat sponsors JCC.

15
https://www.mosaiquefm.net/fr/communiques-de-presse-tunisie/535426/la-biat-devoile-son-nouveau-logo-et-
sa-nouvelle-signature ( consulted at 15 December 2021)

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 Figure 8: Artistic Caravane « le Jazz, là où vous ne l’avez jamais écouté »

16

Source : sitweb BIAT

Figure 9: « La BIAT parraine la première édition du festival du cinéma méditerranée

manarat »

17
Source: Biat’s Website

Figure 10: La BIAT lance une offre promotionnelle sur les crédits à l’immobilier au
profit des TRE.

18

Source: Biat’s website

16
https://www.biat.com.tn/biat-la-une/actualites/la-caravane-artistique-act-2-biat-le-jazz-la-ou-vous-ne-lavez-
jamais-ecoute ( consulted at 14 December 2021)
17
https://www.biat.com.tn/biat-la-une/actualites/la-biat-parraine-la-premiere-edition-du-festival-du-cinema-
mediterraneen-0 ( consulted at 14 December 2021)
18
https://www.biat.com.tn/biat-la-une/press-media/la-biat-lance-une-offre-promotionnelle-sur-les-credits-
limmobilier-au

18
Place :

Biat has 205 agencies and 1457 GAB in all Tunisia and one agency in France, it has also an
online bank called BIATNET and a telephonic banking service.

Section four: Internship Experience at BIAT

In this section we will present the internship we had at Biat during this summer where we
assisted several events and learnt new marketing tools and skills.

Tasks we did during my internship:

During this summer we had the opportunity to get an internship at BIAT, at the digital
marketing department the most important role of this department is generating new services
and communicating online with clients. We had the opportunity to assist several events and to
learn new marketing tools:
 We assisted the launch of two new agencies where we learnt how to use emailing and
smsing in order to engage the clients and to keep them updated.
 We assisted the MVP19 version of the application my Biat which represents the most
basic version of the application which Biat wants to launch in during June and July which
made us choose Mybiat application to work on for my end of study project.
The MVP version is “MVP is a development technique in which a new product is introduced
in the market with basic features, but enough to get the attention of the consumers. The final
product is released in the market only after getting sufficient feedback from the product's
initial users.”20
 We assisted the selection of models that will appear on posters as Tunisians living abroad,
etc. And the criteria used at first they contact modelling agencies after that they start
choosing the models based on posters needed , examples of posters we assisted :

19
minimum viable product
20
the economic times English Edition | 13 December, 2021, 02:46 PM IST | E-Paper

19
 Figure 11: the poster of the promotion offre to the Tunisians living abroad

Source: Biat’s website

 We learnt how to do reporting specially netnography that consists collecting Data through
observation.
 We learnt also how to analyse the feedback of the clients to know exactly if they are
satisfied about mybiat’s application or not and how to use their feedback to improve the
functions of the app and innovate new services.

Things we learnt during the internship

First, of all we learnt social media auditing specially facebook pages, youtube, Linkedin.
Second, we learnt that there are different types of posts such as: emotional, educational,
informative, hard selling and brand content. Third, we learnt criteria of selecting models to
appear on the posters. Fourth, we learnt more about inbound marketing especially when it
comes to personalised emails and sms. Fifth, we discovered the concept of E- banking and its
importance nowadays specially to the marketing. To end with, we realised the importance of
bank marketing and how it’s the key of success when it comes to the Bank, because when the
Bank will launch a new product, agency, service, application the marketing department will
be the responsible of informing the costumer, increasing the awareness of the bank, creating a
positive Electronic word-of-mouth communication, and making the relation between the
client and the bank more personalised.

20
 Conclusion:

In This chapter we presented first of all, in the first section the banking sector, its history, the
central bank, commercial secondary banks and the different types of banks. In the second
section, we presented the BIAT, where we presented the visual identity of BIAT, the technical
data sheet, the organisational chart of BIAT and the marketing department. In the third
section, we analysed the banking environment with swot analysis, pestel analysis also we
dealt with the positioning strategy of BIAT per Market and we presented Mix marketing of
Biat. In the fourth section, we presented my internship at Biat, tasks we did and what we’ve
learnt during the internship.

21
 Chapter 2: The evolution of bank
clients ‘satisfaction through mobile
applications

22
 Introduction:

After analyzing the banking environment in the first chapter and presenting BIAT, we will
continue our work with the second chapter where we will define the basics and the concepts
that are connected to our project.

In the first section, we will define the bank marketing; its evolution, its objectives and its
importance.

In the second section we will define the E-Banking, the history of E-banking and its adoption
models.

In the third section we will define the mobile marketing, the marketing mix of the mobile
marketing, its types and the types of mobile applications.

In the fourth section, we will define satisfaction, factors influencing costumer’s satisfaction,
dimensions of satisfaction, the importance of customer satisfaction in business, measure of
satisfaction and customer satisfaction measuring methods.

23
Section one: bank marketing

In this section, we will define the bank marketing, its evolution, its objectives and the
importance of bank marketing.

1. Definitions :

Ennew, Watkins and Wright, defined the bank marketing concept as“the achievement of the
bank objectives by establishing the needs and wishes of the target customers and the supply of
the needed satisfaction in a more efficient manner than their competitors”
Odobescu considered that “the adaptation of the bank marketing concept, as an assembly of
strategic and tactical decisions adopted in the management process and the bank existence,
implies the consideration of the following elements: satisfaction of customer needs, increasing
the bank profitability, employees’ involvement thus ensuring the cost”.
So we can define bank marketing as the use of marketing strategies and decisions in order to
achieve the bank goals and objectives.

2. Bank marketing evolution :

 During the nineteen-seventy, bank marketing wasn’t established yet in the activity of
the banks because we were into the era of the market-oriented era. Once a lot of
competitors started to appear the banks have started to integrate marketing in their
21
activity but it was mainly focused on advertising.
 During the nineteen-eighties, the concept of marketing started to become more
developed in the banks, they started to establish and organise the products/services to
satisfy the needs, promoting their products / services. In this era banks focused on the
perennial value of the costumer22 and to attract new costumers
 During the nineteen-nineties, Banks focused their efforts on establishing lasting and
strong relationships with their clients and satisfying their needs in this era the banking
sector started to make a significant growth in the developed countries.23
 During the twenty-first, century banks find themselves in a dynamic environment
where there are challenges, problems and high competition; banks need to establish

21
Go banking rates, https://www.gobankingrates.com/banking/banks/history-online-banking/( consulted at 28
February)
22
Value of the costumer is the customer's perception of the worth of the company’s product or service
23
Go banking rates, https://www.gobankingrates.com/banking/banks/history-online-banking/( consulted at 28
February)

24
 their actions to their long term objectives where they are defined by bank marketing
policy.

So we can conclude, that ICT24 has changed the banking sector and it became
costumer oriented sector and in order to keep the bank’s awareness and market share it
needs to be present via internet, social media and smart phones.

3. Objectives of bank marketing:

Bank marketing has several objectives such as:

 Establishing an effective communication towards clients to understand more their
needs and expectations25
 Targeting the banks’ clients
 Attract new clients and satisfy them
 Build brand awareness of the bank
 Attract new investors and clients

4. The importance of bank marketing :

Bank marketing is so important in the banking sector because a successful marketing strategy
will attract potential clients, gain clients trust and build a long term relationship with them.
Bank marketing plays several roles such as26:
 Awareness among costumers
 Technological advances
 Growing competition

Section two: E-Banking

In this section we will define the E-banking, the history of E-banking and the E-banking
adoption models.

1. Definition:

Hertzum et al. (2004) defined E-Banking as web-based Banking. The Basel Committee
Report on Banking Supervision (1998) defined Ebanking as ‘e-banking refers to the provision
24
Information and communications technology
25
Evefi, https://everfi.com/financial-education/bank-marketing/(consulted at 28 February)
26
https://bankingjournal.aba.com/2020/06/the-rising-role-of-marketing-in-banking/ ( consulted at 28 February)

25
of retail and small value banking products and services through electronic channels. Such
products and services can include deposit-taking, lending, account management, the
provision of financial advice, electronic bill payment, and the provision of other electronic
payment products and services such as electronic money.’ In other words,
E-banking means the use of ICT to allow banking transactions to be established by a
Smartphone or a computer.

Figure 12: definition of E-banking

Source: A General View on the E-banking Dept. accounting,

Islamic Azad University, Roudsar and Amlash Branch, Roudsar, Iran.

Through this figure we conclude that E-money is different from the E-banking because E-
banking provides banking products and services through mobile applications, internet,
telephone, but E-money represents prepaid payment mechanisms.

2. History of Ebanking:

The implementation of Ebanking systems was in the middle 1990, but it wasn’t easy as it
looks because many consumers were very hesitant to use monetary transactions over the
internet, but no one can deny that Amazon and eBay pushed indirectly consumers to use E-
banking. 27. In 2001, Bank of America was the first financial institution in the world to gain

27

26
more than 3 million online banking customers, about 20% 28of its customer base (in 2001).
Polatoglu and Ekin (2001) reported that, since 1997 several leading Turkish banks have
offered online banking services successfully. According to TNS Canadian Facts, “six out of
ten Canadians with Internet access have signed up for online banking”.

3. Ebanking and adoption models :

Despite the development of ICT, costumers are resilient to E-banking services because it’s not
well trusted and mastered by costumers the E-banking adoption models will explain to us the
source of this resilience towards E-banking. We will explain three theories, the theory of
reasoned action, the theory of planned behaviour and the technology acceptance model.

3.1. Theory of Reasoned Action (TRA):

The theory of reasoned action proposed by Fishbein and Ajzen (1975) it aims to explain the
relationship between attitudes, behaviours and intentions. In the E-banking this model
explains whether subjective norms and attitudes towards banking will affect individual’s
intentions to adopt E-banking or reject it.

Figure 13: Theory of Reasoned Action

Source: Ajzen and Fishbein's (1980)

3.2. Theory of Planned Behaviour (TPB):

The theory of planned behavior is introduced by Azjen 1985 it represents an extension of the
theory of reasoned action. This theory aims to explain that people decide to engage a specific
behaviour if they believe that they can achieve it. It also illustrates that other restrictions such
as for example not mastering the use of the internet will prevent bank costumers from using
E-banking services even if they want to and have the intention to use E-banking.

28
https://www.gobankingrates.com/banking/banks/history-online-banking ( consulted at 29 January 2022)

27
 Figure 14: Theory of Planned Behaviour (TPB)

Source: Ajzen & Fishbein, 1980, Fishbein & Ajzen, 1975

3.3. The Technology Acceptance Model (TAM):

The theory of the technology acceptance Model is developed first by Davis (1989). The
technology acceptance model (TAM) aims to explain that the person‘s acceptance of NTIC is
determined by his intention to use that technology and the intention is determined by the his
perception if it is useful or not and by his attitude towards that use of the technology.

Figure 15: the technology acceptance Model (TAM)

Source: Davis and Al. (1989), Venkatesh and. Al (2003)

Section Three: Mobile Marketing

In this section, we will define mobile marketing, the marketing mix of mobile marketing,
types of mobile marketing and types of mobile applications

1. Definition:

Mobile Marketing Association (MMA, 2008), defines mobile marketing as, “A set of
practices that enables organisations to communicate and engage with their audience in an
interactive and relevant manner through any mobile device or network”. Murphy (2005)

28
defines mobile marketing as “Using a wireless medium to provide consumers with time- and
location-sensitive, personalised information that promotes goods, services and ideas, thereby
benefiting all stakeholders.” We can define mobile marketing a tool that the company uses in
order to communicate effenctily with their audience through smart phones and tablettes.

2. The Marketing Mix of mobile Marketing

In the mobile marketing, we no longer talk about 4P but 4C that are comprised of customer,
cost, convenience, and communication this concept was established by (David Jobber and
John Fahy, ‘foundations of Marketing’, 2009).

2.1. Costumer :

Companies no longer focus on the product itself but on the costumer’s wants and needs.
Because we can’t deny that once the company understands the costumer it becomes easier to
concept the product.

2.2. Convenience :

Convenience is costumer-oriented approach because once you understand the costumer habits
preferences and needs you can predict and know what are his purchasing habits whether the
costumer prefers the online shopping or in the actual stores.

2.3. Cost:

Cost is way more different than the price. The cost of the product includes the price of the
product, its benefit to the costumer, taking all costs into consideration involved in satisfying
your costumers

2.4. Communication :

Communication is costumer oriented as well it involves more interaction between the

costumer and the company through social media. All interaction between the company itself
and its clients.

29
 Figure 16: The 4C of marketing

Source: consunnt29

3. Types of mobile marketing:

There are several types of mobile marketing that we will illustrate and explain in the figure
17.

Figure 17: Types of mobile marketing

sms ( short message mobile display mobile optimised mobile apps

service) advertising website it represents a
the most comonlly it represents the websites that are software that you can
used type of mobile placement of display designed in way that download and install
marketing advertising on mobile it can be accesible on your smartphone
companies media such as social and usable to users that allows internet
communicate their networks , connecting through users to acess to a
offers, services, search ,mobile apps.. their smartphones certain service
discounts, events to
their consumers
through an sms

29
https://www.consuunt.com/4c-marketing-model ( consulted at 1st February 2022)

30
 mobile coupons location based augmented reality mobile payment
it represents a promotions it represents an it represents a
targated compaigns that can original and mobile based
promotions and send notifications smart way to give service that
discounts sents through mobile a unique and an allows shoppers
directly to phone by knowing engaing costumer to pay online
costumers through the costumer s' experience
sms or emails

location

Source: Adapted from Tim Dolan (2015, p23)30

4. Types of mobile applications :

In this Part, we will explain the different types of mobile applications, such as native apps,
web apps and hybrid apps. In this Table we will explain and define each type.

Table 3: Types of mobile applications

created for a specific It represents an application it represnets a combination

plateform or system and version of the website that between the web apps and
can work on any smart phone
it's expensive or operating system because
the native apps.
the web apps are delivered
using a a smart phone
browerser and they are less
expensive

native apps web apps hybrid

Source: Adapted from Harleen K. Flora, Xiaofeng Wang, Swati V. Chande (2014)

30
Digital Marketing Strategy Seminar ( consulted at 25 February)

31
Section four: customer satisfaction

In this section, we will define satisfaction, factors of satisfaction, and dimensions of

satisfaction, the importance of customer survey and the measure of satisfaction.

1. Definition:

Satisfaction is a complex term it has many definitions. Kotler (2000) has defined satisfaction
as: “a person’s feelings of pleasure or disappointment resulting from comparing a product’s
perceived performance in relation to his or her expectations”. Hansemark and Albinsson
(2004) defines satisfaction as “satisfaction is an overall customer attitude towards a service
provider, or an emotional reaction to the difference between what customers anticipate and
what they receive, regarding the fulfilment of some need, goal or desire”. Oliver (1997) has
defined satisfaction as “the consumer's fulfillment response. It is a judgment that a product or
service feature, or the product or service itself, provided (or is providing) a pleasurable level
of consumption-related fulfillment, including levels of under- or overfulfillment “.So we can
define satisfaction as the consumer’s feeling of pleasure and happiness after buying a certain
product or service that matched his expectations.

2. Factors affecting customer satisfaction:

According to Lupioyadi (2001), there are a lot of factors are affecting customer satisfaction
such as:
 Product quality :
The quality of the product can satisfy the customers if it’s a good quality.
 Quality:
The quality of the service or the product will make the customer feel satisfied and
match the customer’s expectations.
 Emotions :
When the brand satisfies the customer that will build a customer loyalty towards it, the
customer will be feeling happy, and amazed.
 Price :
The price can determine the satisfaction of the customer. Because when the price
meets the budgets of the costumer that will make the costumer satisfied and increase
the purchase intention of that product again.

32
3. The importance of customer satisfaction in companies

Nowadays, customer satisfaction has become a success key to companies that are looking for
revenue growth and a growing awareness.

Figure 18: importance of satisfaction

Source: Hubspot costumer success survey Q2, 201731

Through the figure 1 we can observe that companies that are prioritizing customer satisfaction
are more likely to grow and increase revenue. So we can conclude that if companies want to
increase their revenue they have to prioritize their customer satisfaction.

4. Measures of satisfaction

The measure of satisfaction helps us to identify the different elements that are responsible of
satisfaction and dissatisfaction of costumers; it also helps us to measure the degree of
consumer’s satisfaction towards services and products.

Measuring satisfaction allows the company to:

 Evaluating the product/service.

 Positioning the company among its competitors.
 Measuring the adaptability of a product/service to the costumers.
 Determining costumers’ expectations regarding a product or a service.
 Identifying the criteria of evaluation by consumer.

31
HubSpot Customer Success Survey, Q2 2017 ( consulted on 1st February 2022)

33
5. Customer satisfaction measuring methods

There are a lot of methods used by companies to measure the satisfaction of consumers
such as:
 Costumers surveys:
This method consists elaborating a survey and sending it to costumers or doing it by a
phone. The costumer sample should be representative thanks to this method companies
can know their costumers’ feedbacks, expectations and measure their satisfaction towards
a service or a product adapted by Kotler and Debois (1999).
 Mystery shoppers
Kotler and Debois (1993) considered the mysteries client as a person who will describe
the purchase process and his impressions. This person will evaluate the staff of the
company while they’re working. This helps the companies to examine and measure the
clients’ satisfactions32.
 Benchmarking
Benchmark means evaluating a company by comparing it to its competitors in order to
evaluate the company’s performance, activities, awareness, customers’ satisfaction
towards its competitors.

Figure 19: customer satisfaction measuring methods

Source: Biesok, G, Wyród-Wróbel (2011)

32
Seelevel HX, https://www.seelevelhx.com/how-does-mystery-shopping-work/( consulted at 1 march 2022)

34
 Conclusion

In this chapter we presented first of all, the bank marketing, its evolution objectives and
importance. In the second section, we presented E-banking, its history and adoption models.
In the third section we presented mobile marketing, its marketing mix, types of mobile
marketing and types of mobile applications. In the fourth section, we presented customers
satisfaction, factors influencing costumers ‘satisfaction, the importance of satisfaction,
measures of satisfaction and the measuring methods.

35
 Chapter 3: Contribution of Mybiat
application to the clients’ satisfaction
Methodology and results.

36
 Introduction

This chapter is dedicated to the empirical investigation of our research study. The aim is to
enlighten knowledge with new results and findings.After defining the concepts in the previous
chapter we will now expose methodology, statistical results and recommendations.

In the first section, we will present our methodological process to answer our problematic.
First, we will start by a recall of our problematic, the central question and objectives. Second,
we will demonstrate how we collected the data, the sampling method, statistical sampling plan
and the process of data analysis.

In the second section, we will present the statistical results of our research regarding
satisfaction towards Mybiat application

In the third section, we will present mybiat application users’ profiles. we will start by
measuring the degree of satisfaction of mybiat client regarding other elements such as:
gender, age, socio-professional category, and the frequency of using the application.

In the fourth section, we are going to propose recommendations to offer added value based
the obtained resultsin order to ameliorate Mybiat application.

37
Section one: Presentation of the study mythology

In this section, we will present a recall of the problematic, and the objectives of the study.
Second, we will focus of the data collecting and third we will explain the process of data
analysis that we’ve followed.

I. Recall of the problematic and objectives

In this part we will remind of our problematic and we will present the objectives.

1. Problem identification

In the past three decades, the banking sector noticed a radical transformation. The appearance
of ICT revolutionised the life style of all individuals and specially bank clients. A new
concept has appeared which is E-banking that has become a vital part of the global financial
environment which led banks to digitize all its services so that banking mobile applications
start to come into sight.

In order to manage the information flow, Tunisian Banks and in particular BIAT developed a
banking mobile app in order to satisfy their clients’ needs. And it’s necessary to measure it, to
know the client’s profile and their preferences to guarantee and improve their satisfaction.

In fact, it’s undeniable that client satisfaction is the success key of all banks and companies
and mobile apps represent a tool that aims to satisfy clients.

These findings frame the issues of this research to provide an answer to the following central
question:

How does the mobile banking apps contribute to the clients ‘satisfactions towards
banking services?

2. Objectives

In order to answer this central question, we need to lean on 3 objectives:

 Measure the clients’ satisfaction towards Mybiat application.

 Examine the importance of Mybiat application compared to other mobile banking
applications.
 Identify the profile of mobile banking applications clients.

38
 II. Data collection:
1. Netnography

In order, to elaborate a survey we realized a netnography to identify the elements of

satisfactions towards mybiat. In this section, we will define netnography, Methodology and
the analysis of the netnography.

Definition
Netnography is approximately related to other qualitative research methodologies for the
online environment, like digital ethnography, online ethnography, virtual ethnography and
cyber-ethnography (Ward, 1999; Tunçalp and Lê, 2014; Hjorth et al., 2017). In other words,
netnography is a branch of ethnography. It analyses the internet users’ feedback, reviews and
opinions towards a service or a product.
Methodology
In order to analyse the reviews and opinions of users online, we checked the official facebook
group of Mybiat, the play store and the app store to see the rating of the application and the
clients’ feedback.

Analysis of the netnography:

After analysing the different opinions and feedbacks of Mybiat client we concluded that:
 Biat users claim that they get some problems while doing a transfer
 They are not satisfied about some designs and insights
 Update is not working
 Software bugs from time to time
 Costumer service is very helpful and responsive
 An easy application to use

2. The Survey Methodology

In order, to meet our research objective and to answer our problematic, we developed a survey
because it represents one of the best data collection measures. The survey was administrated
online and the data was collected from 71 respondents.

39
 2.1. Organisation of the survey

The survey is developed with eleven questions. It consists of two main parts: the first part
present eight closed ended questions on the content of the study and the second part presents
the the sample’s identification sheet with three questions. The following table presents the
organization of the survey.

Table 4: the organisation of the survey

Type of the question Questions Theme of the question

Elements of satisfaction
Close ended numerical scale Question 1 towards Mybiat application
question

Close ended numerical scale Question 2 Satisfaction towards mybiat

question application
dichotomous question Question 3 Satisfaction towards Mybiat
application
Close ended numerical scale Question 4 Satisfaction towards costumer
question service
Multiple choice closed-ended Question 5 the advantages of Mybiat
question application regarding to the
traditional bank agencies
Close ended numerical scale Question 6 Satisfaction towards security
question of the app
Multiple choice close ended Question 7 Best services of Mybiat
question
Close ended single choice Question 8 The frequency of using
question Mybiat
Close ended single choice Question 9,10,11 Identification sheet
question

Closed ended questions and the survey allow us to collect the maximum number of reliable
and non influenced answers that we will analyse with statistical software.

40
2.2. Statistical sampling plan:

A structural survey with closed ended questions allows us to collect the maximum number of
reliable and non-influenced which will be analysed statistical software.

2.2.1. The choice of the statistical sampling method

In order to realise our survey we chose the judgment sampling method that is a non-
probability sample it defined by the common language marketing dictionary as a method in
which the sample elements are handpicked because they are expected to serve the research
purpose33.
Our statistical sample is composed of 71 questioned Mybiat users of Mybiat application.

a) Sample research description

Table 5: characteristics of the sampling

Variable Modality Percentage

Gender Males 43,7%
Females 56,3%
Age 18-25 16,9%
26-35 35,2%
36-55 38%
56 plus years 9,9%

Socio-professionnels - Executive officer 11,3%

category Employee 62%
Trader 4,2%
Liberal profession 9,9%
Retired 8,5%
Other 4,2%

Through this table, we can conclude that our sampling is composed of 43, 7% males and 56,
3% of females we can observe that most of our respondents are adults between 25-35 years
33
Common language marketing Dictionary, https (consulted at 3 march 2022)
41
old with a percentage of 35, 2%.When it comes to the socio-professional category most of our
respondents are employees with a percentage of 62%, then we find executive officers with 11,
3%, then liberal professions with 9,9%.

3. The process of Data analysis:

In this part, we will present different suitable software used in our research.

3.1. The choice of data analysis software

The Software we used is the Statistical Package for the Social Sciences (SPSS) version 21.
This software allows us to analyse data, cross tabulation, analysing correspondences,
correlation analysis ECT.

3.2. The process of data analysis

In this part, we will present the processed followed to analyse data which analysis we used,
which variables we calculated and which tests we used.

Table 6: Presentation of the process followed to analyse data

Objectives Questions Treatment methods
Measuring the satisfaction Question 1 Calculate the mean ,
towards Mybiat’s Question 2 standard deviation ,the
application Question 3 correlation,
Question 6
Identify the importance Question 5 Descriptive statistics
of Mybiat application analysis
Question 7 Descriptive statistics
analysis
Identify the profile of the Question 8
application users Question 9 Crosstabs in SPSS Khi 2
Question 10 test
Question 11

Section two: research towards satisfaction mybiat application

42
In this section, we will interpret the results of our first objectif of the project that will deal
with satisfaction of the clients towards mybiat application. In the first place, we will present
results of importance/ satisfaction matrice. Second, we will identify how satisfied are they
towards the security of the application and the consumer service.

I. Presentation of the results regarding satisfaction of the clients

1. Elements of satisfaction of Mybiat

In order to evaluate the results that we collected from the survey, we calculated the mean, the
standard deviation and the correlation of each element. The results are illustrated in the
following table:

Table 7: Statistical results

The mean Standard The correlation

deviation
The variety of banking 2,592 1,1902 0,563
services
Bank transfer 2,831 1,0554 0,609

The facility of Mybiat use 3,028 1,1829 0,442

le design de l'application 3,127 1,0945 0,323

Checkbook management 2,789 1,1578 0,449

Visualisation of the card 2,803 1,2026 0,366

details
Bank transactions 2,761 1,1645 0,447

Recharging prepaid cards 2,662 1,2415 0,521

The rapidity of Mybiat use 2,915 1,2276 0,416

Through the table we can observe that the design of the application has the highest mean
(3,127), it means that the clients of mybiat are satisfied the most about the design of the

43
application. Followed by, the facility of use (3.028) which means that Mybiat clients are also
satisfied about the facility of Mybiat use.
The element that mybiat clients are unsatisfied about the most is the variety of the services
with a mean of (2,592).
After that, we find the standard deviation that has the least standard deviation is the banking
transfer has the smallest dispersion with a standard deviation of (1,0554).
Also, the correlation of the banking transfer has the highest correlation (0,609) that means that
the banking transfer has the strongest relation with satisfaction towards Mybiat application.
But, the design of the application has the least correlation (0,323) which means that it has the
weakest relation with satisfaction towards Mybiat.
2. Graphic representation of the satisfaction research

In this part, we will present the results of satisfaction towards Mybiat application. We will
start by the matrice of the satisfaction/importance. Later, we will present the satisfaction of
the clients towards security of the application and the customer service.

Figure 20: recommending Mybiat to a friend or a colleague

73,24% of Mybiat application users will recommend this application to a friend or a

colleague. We can conclude that most of the users find the application useful and they trust it
and they will recommend it to their colleagues.

Figure 21: satisfaction towards Security of Mybiat application

44
38,03% of Mybiat users are not satisfied or unsatisfied towards the security of Mybiat
application,30,99% are satisfied and only 1,408% are so unsatisfied about Mybiat application.
That means that Mybiat application should increase its security so that more clients will be
satisfied and use it more.
Figure 22: satisfaction towards customer service of mybiat

Through this graph, we can conclude that 14,08% are so satisfied about Mybiat customer
service, 35,25% of the respondents are neither satisfied or unsatisfied. And only 5,634% are
so unsatisfied.

Figure 23: matrix satification- importance

45
Through this graphic, we can observe which services Biat should ameliorate in Mybiat
application. We can observe that the variety of banking services and the banking transfers
should be improved and the facility of use, recharging prepaid cards and the design of the
application should be kept.

Section 3 :Mybiat application users profiles

In this part, we will specify the profile of Mybiat users et we will base on the elements of
satisfaction . We will elaborate crossed tabs to know if there is any relation between
satisfaction and age, genre , frequency of use , socio-professional category.

I. Measuring the satifaction of mybiat clients regarding data of

respondents
In this part , we will specify the clients of Mybiat users regarding the elements of satisfaction.
Our process will consist of realizing cross tabs with variables such as age, gender , social-
professional category and frequency of use.

1. Level of satisfaction towards Mybiat regarding the frequency of using

Mybiat

We studied the level of satisfaction regarding the frequency of use by using cross tabs.

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 Table 8: satisfaction*frequency of mybiat use

Valeur ddl Signification

asymptotique
(bilatérale)

Khi-deux de Pearson 9,504a 12 ,659

Rapport de vraisemblance 12,272 12 ,424
71
Nombre d'observations valides

a. 15 cellules (75,0%) ont un effectif théorique inférieur à 5. L'effectif théorique

minimum est de ,51.

Through this Table, we can observe that p-value of the chi-square test is higher than 0,005
(0,659) so we conclude there is no relation between frequency of Mybiat use and the
satisfaction. So, no matter what the level of satisfaction is it doesn’t have any influence on the
frequency
2. Level of satisfaction towards Mybiat depending on age

We studied the level satification towards mybiat application depeding on the age by cross
tabs
Table 9: satisfaction*age

Valeur ddl Signification

asymptotique
(bilatérale)

Khi-deux de Pearson 10,677a 12 ,557

Rapport de vraisemblance 10,630 12 ,561
,216 1 ,642
Association linéaire par linéaire

70
Nombre d'observations valides

a. 16 cellules (80,0%) ont un effectif théorique inférieur à 5. L'effectif théorique minimum est
de ,30.

Through this table, we can observe that p-value of the chi-square test is higher than 0,005
(0,557) so we conclude there is no relation between level of satisfaction and the age So, no
matter how the level of satisfaction is it doesn’t have any influence on the age.

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3. Level of satisfaction towards Mybiat depending on genre

We measured the level of satifaction depending on genre by using cross tabs.

Table 10: gender *satisfaction

Tests du Khi-deux

Valeur ddl Signification

asymptotique
(bilatérale)

Khi-deux de Pearson ,976a 4 ,913

Rapport de vraisemblance ,982 4 ,913
Nombre d'observations 71
valides

a. 5 cellules (50,0%) ont un effectif théorique inférieur à 5. L'effectif

théorique minimum est de 1,31.

Through this table, we can observe that p-value of the chi-square test is higher than 0,005
(0,913) so we conclude there is no relation between level of satisfaction and the gender So, no
matter what the level of satisfaction is it doesn’t have any influence on gender.
4. specifity of level of satisfaction depending the Socio-Professional
Category

We measured the level of satifaction depending on socio-professional categoru by using cross

tabs.
Table 11: satisfaction*socio-professional-category

Tests du Khi-deux

Valeur ddl Signification

asymptotique
(bilatérale)

Khi-deux de Pearson 14,960a 20 ,779

Rapport de vraisemblance 15,254 20 ,762
Nombre d'observations 71
valides

a. 27 cellules (90,0%) ont un effectif théorique inférieur à 5. L'effectif

théorique minimum est de ,13.

48
Through this table, we can observe that p-value of the chi-square test is higher than 0,005
(0,779) so we conclude there is no relation between level of satisfaction and socio-
professional category So, no matter what the level of satisfaction is it doesn’t have any
influence on socio-professional - category.

Section Four recommandations

This section, will be dedicated to propose some recommandation to ameliorate Mybiat

application. In this section, we will present recommandations based on users feedbackswhich
we collected through netnography and the statistical results.We will devide recommandations
into three parts. The first one, will be presenting suggestions to amerliorate the satisfaction of
the clients towards Mybiat application.Second, our recommandations will be focusing on
amerloriting Mybiat application as an application and making clients more interested in it.
Third, we will suggest recommandations based on the profiles of Mybiat users based on
satisfaction elements.

I. Recommendations to ameliorate clients satisfaction towards

Mybiat application
In this paragraph, we will suggest services that will increase ‘mybiat’ client’s satisfaction
towards the application. First of all, after analysing the matrice satisfaction importance we
could conclude which services exactly BIAT has to ameliorate in the application.
The attribute “Bank transfer’ is not considered as an important element and clients are
satisfied about it. We recommend to BIAT to ameliorate this service because it’s one of the
most important services in the application. So, Mybiat should not waste the budget on
promoting for it but instead ameliorate this kind of transactions would be more efficient and
beneficial for the Bank.
Concerning, ‘recharging prepaid cards ‘, “the facility of use” and “the design of the
application” we can observe that they should be maintained because they are seen as
as good services by BIAT clients but they’re not entirely satisfied about these services that’s
why BIAT have to communicate more about them specially through its campaigns such as:
Social media (facebook, Youtube..), radio like mosique fm and TV. So that, Mybiat clients
will appreciate these services more.
Also, when it comes to the security of the application most of the clients are not satisfied
about it so we recommend to Mybiat to :

49
 - Use finger print lock or facial recognition in order to make it more secure for the
clients
- To make the risk of being hacked less likely to happen by adding more security items
to the application
Add to that, we recommend to mybiat to ameliorate its client service we suggest that they:
- Establish a chat bot that contains the frequent asked questions by the clients so that
they help clients to gain time and get the information needed
- Hotline number dedicated to Mybiat clients only rather than the facebook group
because it’s not that efficient.
- Space where all clients can exchange ideas and helps each others.
- Create an Instagram account to reach maximum of clients and satisfy them.

II. Recommendations to make Mybiat application more appreciated

by the clients and to build brand loyalty towards Mybiat
Today, corporate social responsibility services have a good impact on the brand image and
satisfaction of clients towards bank and since BIAT is a CSR bank. First, we recommend to
mybiat, to give the opportunity to donate to several organisations while attributing a banking
transaction or recharging prepaid cards. .BIAT could inform its clients that for every payment
transaction through the application, three dinars would be given to a charitable organization to
help destitute people.

Second, in order to push more clients to download the application we suggest that BIAT will
organise a game with no obligation to establish a bank transaction. The only obligation is to
download the application so that you can win either a laptop, 3000DT or a trip to turkey with
traveltodo agency.

Third, in order to build more brand loyalty with Mybiat to suggest to Biat to add the option of
using the QR code rather than bringing you bank card to pay all you need to do is to
download ‘mybiat’ application and you have your QR code straight away so that you can
establish your payments through this QR code in the malls, supermarkets, hypermarkets..
Specially, with evolution of ICT we will no longer use cash or even credit cards so BIAT can
start by being the first bank to use QR code in Tunisia to pay rather than credit cards.

50
 III. Recommendations regarding the identification of “Mybiat” clients
based on the elements of satisfaction
This paragraph will be focusing on recommendations that concern the identification of the
users’ profiles on Mybiat application.
After analysing, the relation between satisfaction, genre, age, and frequency of use and socio-
professional category we didn’t find any relation between satisfaction and any element. But
Since most of its users are employees we recommend to “Mybiat” team to add several
sections such as:
 Articles that deal with ( how to overcome stress at work , power of negotiation, team
work ,how employees can be more productive at work and to start a small talk with your
colleague )
 Videos containing motivational quotes and daily reminders in order to push employees to
be more productive and optimistic produced by “MyBiat” team
 Adding newspapers that can be read offline such as the economist, The Wall Street
Journal and Bloomberg Business.
 Adding offline books that clients can read even without being connected to the internet
such as Rich Dad poor dad.

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 Conclusion

This last chapter led us to elaborate the practical side of our work. The first section
highlighted the methodology of this research. .

In The second section, we focused on analysing data in order to measure the satisfaction
towards Mybiat application. We illustrated the founded results we extracted the elements
which influence the satisfaction of Mybiat so that BIAT can ameliorate, and improve.

In The third section, we measured the degree of satisfaction towards mybiat clients, regarding
other elements such as age, gender, frequency of use, socio-professional category.

In the last section, we presented our recommendations and our vision based on our data
analysis and netnography in order to ameliorate Mybiat application.

52
 General conclusion
This work helped us to understand the importance of satisfaction in companies. It's the key
factor of becoming a successful business. It helps companies to increase its awareness and
visibility.

ICT made client satisfaction more complex and harder to achieve because clients nowadays
have multiple options, opportunities.

In order to understand their clients companies need to communicate towards all their
communication platforms such as mobile phone in order to build a better understanding of
their preferences and behaviour and anticipate their purchase behaviour and changing
preferences.

In this context, client satisfaction in the digital is becoming harder and more competitive for
all companies. Thus, our work is focused on the contribution of mobile phones, in the
satisfaction of customers in the banking sector. During our internship at BIAT, We had the
opportunity to realise some market researchers that led us to elaborate this problematic
concerning 'Mybiat’.

So that, we could answer the following problematic:

How does the mobile banking apps contribute to the clients ‘satisfactions towards
banking services?

That’s why; we divided our work into three chapters:

In the first chapter, we presented the banking sector, we analyzed environment, presented its
Mix marketing. And we presented our internship at BIAT.

In the second chapter, we defined the bank marketing, its evolution, its objectives and its
importance. We also defined the E-Banking, the history of E-banking and its adoption
models. And we introduced the mobile marketing.

In the third chapter, we presented the methodological process, presented the statistical results
of our research regarding satisfaction towards Mybiat application, And last, we are going to
suggested some recommendations to offer added value based on the obtained results in order
to ameliorate Mybiat application.

53
Thanks to this experience, we got the chance to understand more the banking sector, market
researches. What we learnt during the internship helped us to understand more the
professional world and to gain new hard and soft skills.

But sadly, our internship duration was only a month because of covid19 so we couldn’t learn
much about bank marketing and also our sampling was limited 71 respondents .that’s why the
generalisation of this research is quite relative

To end with, client satisfaction is one of the most important things when it comes to
marketing. Because clients have always changing purchase intentions, expectations,
preferences, behaviours especially with the rising number of bank applications. That’s why
Biat have to invest in the artificial intelligence because in the future we will no longer talk
about social media and applications but augmented reality with Meta averse specially, data
driven marketing, big data that will change obliviously the customers’ behaviours and their
purchase intentions. In order, to assure its sustainability and increase its awareness.

54
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ANNEXES

56
Résumé:

De nos jours, l’utilisation des smartphones et des applications mobiles a augmenté

rapidement, ce qui a incité les banques d’adapter ses services et ses produits selon les
préférences, besoins et des exigences des clients. Les applications mobiles sont devenues une
nécessité et sont devenues un moyen de communication direct et engager les clients. Dans ce
contexte, notre projet portera sur la contribution des applications mobiles à la satisfaction des
clients envers les banques en nous basant sur le cas de « Mybiat ». Afin de répondre à cette
problématique, nous avons élaboré une quantitative, avec 71 répondants. A travers les
résultats obtenus, nous avons pu dégager des recommandations constructives permettant
d’augmenter la contribution de l’application mobile «Mybiat » à la satisfaction des clients de
la Biat.

Keywords : satisfaction, mobile application, mybiat, bank.

Abstract:

Nowadays, the use of smart phones and mobile phones has increased sharply, which led banks
to adapt their services to their clients’ needs, preferences and requirements. Mobile
applications have become a necessity and have become a direct way to communications and
engage clients. In this context, our project will focus mainly on the contribution of mobile
applications to customer satisfaction with banks based on the case of 'Mybiat'. In order to
respond to this problematic, we carried out a quantitive study with 71 respondents. From the
results concluded, we were able to establish constructive recommendations in order to
increase the contribution of mybiat application to the satisfaction of BIAT's clients.