International Journal Of Applied Management And Economics
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Expérience émotionnelle en ligne et la fidélité électronique des e-consommateurs Marocains : Étude exploratoire
Get PDFThe world has recently undergone a technological evolution accompanied by a change in consumer purchasing behavior, and all these factors have an impact on e-commerce, as the consumer is not only eager to obtain the product and/or service, but also wants to have an unforgettable experience with the brand.
These changes in behavior have made experiential marketing researchers curious about the effect of experiential marketing on e-consumer behavior. For this reason, we decided to delve deeper into our research and discover the mechanisms by which emotional experience affects the e-loyalty of the Moroccan e-consumer. After studying the theories, we were able to extract a conceptual model. In order to prove the relationship between the variables in the model, a qualitative study was carried out to confirm the relationship between the variables, to see whether the conceptual model is compatible or incompatible with the behavior of the Moroccan e-customer. The interview was conducted with Moroccan digital marketing specialists, and the information gathered during the interview was processed and analyzed using NVIVO software.
The results brought us closer to understanding the behavior of Moroccan e-consumers, as the interview participants explained the mechanisms that meet the expectations of Moroccan e-consumers, and also enabled us to enrich our model by adding variables and confirming the relationship between the others.Récemment, le monde a été témoin d'une évolution technologique majeure, accompagnée d'un changement significatif dans le comportement d'achat des consommateurs. Ces transformations ont eu un impact substantiel sur le commerce électronique, car les consommateurs ne se contentent plus seulement d'acquérir un produit ou un service, mais aspirent également à vivre une expérience mémorable avec la marque.
Ces évolutions comportementales ont suscité l'intérêt des chercheurs en marketing expérientiel pour comprendre l'impact du marketing expérientiel sur le comportement des consommateurs en ligne. C'est pourquoi nous avons décidé d'approfondir nos recherches afin de découvrir les mécanismes par lesquels l'expérience émotionnelle influence la fidélité électronique du e-consommateur marocain. Après avoir examiné les théories existantes, nous avons élaboré un modèle conceptuel.
Afin de valider la relation entre les variables de ce modèle, une étude qualitative a été menée pour confirmer si les liens entre ces variables étaient compatibles ou non avec le comportement du e-consommateur marocain. Des entretiens ont été réalisés avec des experts en marketing digital au Maroc, et les informations recueillies ont été analysées à l'aide du logiciel NVIVO.
Les résultats obtenus ont renforcé notre compréhension du comportement des e-consommateurs marocains. Les participants aux entretiens ont expliqué les mécanismes qui répondent aux attentes de ces e-consommateurs, enrichissant ainsi notre modèle en ajoutant de nouvelles variables et en confirmant les relations existantes entre les autres variables
La Regulation Emotionnelle Et L’intention De Quitter : Une Etude Empirique Aupres Des Teleconseillers Dans Les Centres D’appels Marocains
Get PDFABSTRACT:
The concept of emotional labor refers to the management of emotions during interaction with customers in a service context (Hochschild, 1978, 1983). This concept involves the use of emotion-regulation strategies including: deep acting, surface acting and the expression of naturally felt emotions. Deep acting is a strategy that consists of adjusting feelings through the practice of some cognitive strategies. On the other hand, surface acting refers to faking emotions. The individual simulates positive emotions like empathy and hides or suppresses negative emotions like anger (Grandey and Sayre, 2019). The third emotion regulation involves the spontaneous expression of emotions without any regulatory adjustments. This article sheds light on the effects of emotion regulation strategies on turnover intention among agents in Moroccan call centers. A total of 390 questionnaires were collected online from call center agents located in different cities in Morocco. The model and hypotheses were tested using the Partial Least Square Structure Equation Modeling. The results reveal that both deep acting and surface acting have a positive effect on turnover intention, while the authentic expression of positive emotions has no significant effect on this variable. These findings have interesting theoretical and practical implications with regard to various human resources and management functions including recruitment, employee retention, training, performance, and employee well-being.
KEYWORDS: Emotion regulation, turnover intention, surface acting, deep acting, authentic expression of emotions, call centerABSTRACT:
The concept of emotional labor refers to the management of emotions during interaction with customers in a service context (Hochschild, 1978, 1983). This concept involves the use of emotion-regulation strategies including: deep acting, surface acting and the expression of naturally felt emotions. Deep acting is a strategy that consists of adjusting feelings through the practice of some cognitive strategies. On the other hand, surface acting refers to faking emotions. The individual simulates positive emotions like empathy and hides or suppresses negative emotions like anger (Grandey and Sayre, 2019). The third emotion regulation involves the spontaneous expression of emotions without any regulatory adjustments. This article sheds light on the effects of emotion regulation strategies on turnover intention among agents in Moroccan call centers. A total of 390 questionnaires were collected online from call center agents located in different cities in Morocco. The model and hypotheses were tested using the Partial Least Square Structure Equation Modeling. The results reveal that both deep acting and surface acting have a positive effect on turnover intention, while the authentic expression of positive emotions has no significant effect on this variable. These findings have interesting theoretical and practical implications with regard to various human resources and management functions including recruitment, employee retention, training, performance, and employee well-being.
KEYWORDS: Emotion regulation, turnover intention, surface acting, deep acting, authentic expression of emotions, call cente
Gouvernance Des Partenariats Public-Prive Innovants, Axee Sur Les Objectifs De Developpement Durable : Experience Des Pays De L’afrique
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Public-private partnerships (PPPs) are popular globally, but their performance sparks debates. Indeed, as a strategic tool, these PPPs have emerged as potential catalysts for innovation and the achievement of Sustainable Development Goals (SDGs), thus highlighting the urgent need for effective and innovative public governance. This study aims to closely examine how innovation within PPP governance can significantly contribute to achieving the SDGs, focusing on insights from PPP experiences in Africa to identify best practices and lessons learned. It employs a Grounded Theory Analysis based on case studies of various PPPs focused on SDGs concluded between 2017 and 2023 in 21 African countries to develop our governance model, geared towards creating a specific understanding framework for PPPs in Africa, capturing the complexity of dynamics between public and private actors, success factors, challenges faced, and, most importantly, how governance innovation can be integrated to optimize PPPs' contribution to the SDGs. The results of this analysis indicate that "PPP Governance Management" is necessary to provide a structural and decision-making framework to help public and private partners collaborate, innovate, and create synergies to achieve project goals in a compliant and strategic manner. This study aims to actively contribute to enhancing the decision-making capacities of stakeholders.
KEYWORDS: Public-Private Partnerships (Ppps), Governance, Innovation, Sustainable Development Goals (Sdgs), African Countries, Grounded Theory Analysis
RÉSUMÉ :
Les partenariats public-privé (PPP) sont populaires à l’échelle mondiale, mais leurs performances suscitent des débats. En effet, en tant qu'outil stratégique, ces PPP ont émergé comme des catalyseurs potentiels pour l'innovation et la réalisation des Objectifs de Développement Durable (ODD), mettant ainsi en lumière la nécessité impérieuse d'une gouvernance publique efficace et novatrice. Cette étude s'engage à examiner de près comment l'innovation au sein de la gouvernance des PPP peut contribuer de manière significative à l'atteinte des ODD, en se penchant sur les enseignements tirés des expériences des PPP en Afrique pour identifier les meilleures pratiques et les leçons apprises, à travers une Analyse par Théorisation Ancrée basée sur des études de cas de différents PPP axés sur les ODD conclus entre 2017 et 2023 dans 21 pays africains, afin de développer notre modèle type de gouvernance, orienté vers la création d'un cadre de compréhension spécifique des PPP en Afrique, et permettant de capturer la complexité des dynamiques entre les acteurs publics et privés, les facteurs de succès, les obstacles rencontrés et, surtout, la manière dont l'innovation dans la gouvernance peut être intégrée pour optimiser la contribution des PPP aux ODD. Les résultats de cette analyse ont indiqué qu’une « Gestion de la gouvernance des PPP » est nécessaire pour fournir un cadre structurel et décisionnel aidant les partenaires publics et privés à collaborer, innover et créer des synergies pour atteindre les objectifs du projet de manière conforme et stratégique. Cette étude ambitionne de contribuer activement au renforcement des capacités décisionnelles des parties prenantes.
MOTS CLÉS : Partenariats Public-Privé (PPP), gouvernance, innovation, Objectifs de Développement Durable (ODD), pays de l’Afrique, Analyse par théorisation ancrée
RÉSUMÉ :
Les partenariats public-privé (PPP) sont populaires à l’échelle mondiale, mais leurs performances suscitent des débats. En effet, en tant qu'outil stratégique, ces PPP ont émergé comme des catalyseurs potentiels pour l'innovation et la réalisation des Objectifs de Développement Durable (ODD), mettant ainsi en lumière la nécessité impérieuse d'une gouvernance publique efficace et novatrice. Cette étude s'engage à examiner de près comment l'innovation au sein de la gouvernance des PPP peut contribuer de manière significative à l'atteinte des ODD, en se penchant sur les enseignements tirés des expériences des PPP en Afrique pour identifier les meilleures pratiques et les leçons apprises, à travers une Analyse par Théorisation Ancrée basée sur des études de cas de différents PPP axés sur les ODD conclus entre 2017 et 2023 dans 21 pays africains, afin de développer notre modèle type de gouvernance, orienté vers la création d'un cadre de compréhension spécifique des PPP en Afrique, et permettant de capturer la complexité des dynamiques entre les acteurs publics et privés, les facteurs de succès, les obstacles rencontrés et, surtout, la manière dont l'innovation dans la gouvernance peut être intégrée pour optimiser la contribution des PPP aux ODD. Les résultats de cette analyse ont indiqué qu’une « Gestion de la gouvernance des PPP » est nécessaire pour fournir un cadre structurel et décisionnel aidant les partenaires publics et privés à collaborer, innover et créer des synergies pour atteindre les objectifs du projet de manière conforme et stratégique. Cette étude ambitionne de contribuer activement au renforcement des capacités décisionnelles des parties prenantes.
MOTS CLÉS : Partenariats Public-Privé (PPP), gouvernance, innovation, Objectifs de Développement Durable (ODD), pays de l’Afrique, Analyse par théorisation ancrée
ABSTRACT :
Public-private partnerships (PPPs) are popular globally, but their performance sparks debates. Indeed, as a strategic tool, these PPPs have emerged as potential catalysts for innovation and the achievement of Sustainable Development Goals (SDGs), thus highlighting the urgent need for effective and innovative public governance. This study aims to closely examine how innovation within PPP governance can significantly contribute to achieving the SDGs, focusing on insights from PPP experiences in Africa to identify best practices and lessons learned. It employs a Grounded Theory Analysis based on case studies of various PPPs focused on SDGs concluded between 2017 and 2023 in 21 African countries to develop our governance model, geared towards creating a specific understanding framework for PPPs in Africa, capturing the complexity of dynamics between public and private actors, success factors, challenges faced, and, most importantly, how governance innovation can be integrated to optimize PPPs' contribution to the SDGs. The results of this analysis indicate that "PPP Governance Management" is necessary to provide a structural and decision-making framework to help public and private partners collaborate, innovate, and create synergies to achieve project goals in a compliant and strategic manner. This study aims to actively contribute to enhancing the decision-making capacities of stakeholders.
KEYWORDS: Public-Private Partnerships (Ppps), Governance, Innovation, Sustainable Development Goals (Sdgs), African Countries, Grounded Theory Analysi
Le contrôle interne : un essai de définition
Get PDFWhether in private companies or public bodies, internal control plays a very important role in cases where it is put in place to limit fraud attempts, ensure the efficiency of operations, the reliability of accounting information and financial, compliance with the laws in force, ensure the sincerity of the accounts, and set up a more efficient and effective organization.
Today, internal control is an essential element in the cycle of managing the performance of companies in general and a major concern for public bodies, to set up a reliable, effective internal control system and to achieve the performance it deserves. one of the master cards of leaders to achieve the objectives of performance, good governance, transparency and accountability.Quel que soit dans les entreprises de droits privé ou les organismes publiques, le contrôle interne joue un rôle très important dans les cas où il est mis en place pour limiter les tentatives de fraudes, assurer l’efficacité des opérations, la fiabilité des informations comptables et financières, la conformité aux lois en vigueur, assurer la sincérité des comptes, et mettre en place une organisation plus efficace et plus performant.
Aujourd’hui le contrôle interne constitue un élément essentiel dans le cycle de pilotage de la performance des entreprises en générale et une préoccupation majeure pour les organismes publiques, mettre en place un système de contrôle interne fiable, efficace et permettre d’atteindre la performance elle l’une des cartes maitrise des dirigeants pour atteindre les objectives de la performance, la bonne gouvernance, la transparence et de la reddition des comptes
Governance of the national initiative for human development, the challenges of advanced regionalization and the requirements of administrative deconcentrating in Morocco
Get PDFThis article aims to analyze the new governance approach of the National Initiative for Human Development, within the unique context of Morocco's territorial development. The text will focus on providing objective evaluations and clear, concise information while maintaining a logical flow of information with causal connections between statements. Technical term abbreviations will be explained when first used, and consistent academic formatting and language will be employed throughout. Any subjective evaluations will be clearly marked as such, and the language used will be formal, precise, and free from grammatical errors, biased, or embellished language. This approach is crucial, particularly given that scientific literature has demonstrated the significance of governance in socioeconomic development. It ensures transparency, efficiency, and performance in any project aimed at initiating developmental processes. Our conceptual framework is based on the increasing importance given to territorial development, principles of good governance of the National Initiative for Human Development, and the interdependence between governance of this initiative and territorial development. the objective of this research is to reflect on the convergence of public policies in their various facets. Prerequisites, challenges, best practices, strategies, and areas of improvement will be discussed. Specifically, we will focus on the institutional and organizational aspects of implementing the new governance model of the National Initiative for Human Development. Similarly, we will attempt to explore the scope and limitations of the dynamics of this initiative in terms of governance and convergence to the best of our ability.This article aims to analyze the new governance approach of the National Initiative for Human Development, within the unique context of Morocco's territorial development. The text will focus on providing objective evaluations and clear, concise information while maintaining a logical flow of information with causal connections between statements. Technical term abbreviations will be explained when first used, and consistent academic formatting and language will be employed throughout. Any subjective evaluations will be clearly marked as such, and the language used will be formal, precise, and free from grammatical errors, biased, or embellished language. This approach is crucial, particularly given that scientific literature has demonstrated the significance of governance in socioeconomic development. It ensures transparency, efficiency, and performance in any project aimed at initiating developmental processes. Our conceptual framework is based on the increasing importance given to territorial development, principles of good governance of the National Initiative for Human Development, and the interdependence between governance of this initiative and territorial development. the objective of this research is to reflect on the convergence of public policies in their various facets. Prerequisites, challenges, best practices, strategies, and areas of improvement will be discussed. Specifically, we will focus on the institutional and organizational aspects of implementing the new governance model of the National Initiative for Human Development. Similarly, we will attempt to explore the scope and limitations of the dynamics of this initiative in terms of governance and convergence to the best of our ability
L’impact du Brand Content sur l'engagement dans les Réseaux sociaux « Cas des pages Facebook des Organisations non gouvernementales (ONG)/associations à but non lucratif »
Get PDFThis study, which is part of a digital marketing strategy, proposes and empirically tests a model that identifies the key factors related to the characteristics of NGO content and influences the engagement of Internet users, is presented by explanatory variables related to the context of the content and the dependent variable representing the engagement indicator.
To guide our understanding of how NGOs use brand content to increase engagement in Facebook. Our study uses a questionnaire response analysis method to test the research model, and we choose the regression model as the hypothesis testing technique.Cette étude, qui fait partie d'une stratégie de marketing numérique, propose et teste empiriquement un modèle qui identifie les facteurs clés liés aux caractéristiques du contenu des organisations non gouvernementales (ONG) et influence l'engagement des internautes, est présentée par des variables explicatives liées au contexte du contenu et la variable dépendante représentant l’indicateur de l'engagement.
Pour guider notre compréhension de la façon dont les ONG utilisent le brand content pour augmenter l'engagement dans Facebook. Notre étude utilise une méthode d'analyse des réponses au questionnaire pour tester le modèle de recherche, et nous choisissons le modèle de régression comme technique de test d'hypothèse
Application de la méthode AMDEC pour gérer les risques du processus sinistre Automobile : cas d’une compagnie d’assurance marocaine
Get PDFThis study, which is part of a digital marketing strategy, proposes and empirically tests a model that identifies the key factors related to the characteristics of NGO content and influences the engagement of Internet users, is presented by explanatory variables related to the context of the content and the dependent variable representing the engagement indicator.
To guide our understanding of how NGOs use brand content to increase engagement in Facebook. Our study uses a questionnaire response analysis method to test the research model, and we choose the regression model as the hypothesis testing technique.Cette étude, qui fait partie d'une stratégie de marketing numérique, propose et teste empiriquement un modèle qui identifie les facteurs clés liés aux caractéristiques du contenu des organisations non gouvernementales (ONG) et influence l'engagement des internautes, est présentée par des variables explicatives liées au contexte du contenu et la variable dépendante représentant l’indicateur de l'engagement.
Pour guider notre compréhension de la façon dont les ONG utilisent le brand content pour augmenter l'engagement dans Facebook. Notre étude utilise une méthode d'analyse des réponses au questionnaire pour tester le modèle de recherche, et nous choisissons le modèle de régression comme technique de test d'hypothèse
Le rôle des marchés de capitaux dans la croissance et le développement économique
Get PDFThe study examines the essential role of capital markets in economic growth using a rigorous methodology based on empirical panel data analysis from 1990 to 2020, encompassing high-income, low-income, and middle-income countries.
The results demonstrate that the opening of capital markets significantly influences capital flows and economic performance. It generally stimulates inbound capital flows, thereby fostering economic growth.
Furthermore, the study highlights the close relationship between capital market development and long-term economic growth. Countries with well-developed capital markets exhibit a substantially higher annual growth rate (4.5%) compared to those with less developed markets (2.5%).
Financial policy plays a crucial role: strict regulations on capital markets lead to an average annual growth rate of 4.2%, as opposed to 2.9% with less stringent regulations.
Financial intermediation is also essential. Countries with robust banking systems experience an average annual growth rate of 4.3%, while those with weak banking systems achieve only 2.7%.
In summary, the study confirms the importance of capital markets and financial policy for long-term economic growth. It emphasizes the need for robust financial policies to promote capital market development and financial intermediation, thereby stimulating economic growth and sustainable development.L'étude examine le rôle essentiel des marchés de capitaux dans la croissance économique en utilisant une méthodologie rigoureuse basée sur l'analyse empirique de données de panel de 1990 à 2020, couvrant des pays à revenu élevé, faible et intermédiaire.
Les résultats démontrent que l'ouverture des marchés de capitaux influence considérablement les flux de capitaux et les performances économiques. Elle stimule généralement les flux entrants, favorisant ainsi la croissance économique.
De plus, l'étude met en lumière la relation étroite entre le développement des marchés de capitaux et la croissance économique à long terme. Les pays avec des marchés de capitaux bien développés affichent une croissance annuelle nettement plus élevée (4,5%) que ceux aux marchés moins développés (2,5%).
La politique financière joue un rôle crucial : des réglementations strictes des marchés de capitaux favorisent une croissance annuelle moyenne de 4,2%, contre 2,9% pour des réglementations moins strictes.
L'intermédiation financière est également essentielle. Les pays avec des systèmes bancaires solides connaissent une croissance moyenne annuelle de 4,3%, tandis que ceux avec des systèmes bancaires faibles atteignent seulement 2,7%.
En résumé, l'étude confirme l'importance des marchés de capitaux et de la politique financière pour la croissance économique à long terme. Elle souligne la nécessité de politiques financières robustes pour encourager le développement des marchés de capitaux et l'intermédiation financière, stimulant ainsi la croissance économique et le développement durable
Innovation and Adaptation: The Primary Digital Initiatives of Morocco in Education, Teleworking, and E-Administration for Enhanced Management of the Covid-19 Crisis
Get PDFThe Covid-19 pandemic constituted an unprecedented disruption to the Moroccan economy and society, forcing public authorities to accelerate the digital transition in order to ensure the continuity of essential services and productive activities. Although digital tools have proven to be opportune in addressing health challenges, they have also revealed the extent of the digital divide with the exclusion of rural populations from online platforms.
Teleworking has demonstrated its operational efficiency but raises managerial challenges such as remote management of employees. The crisis has disrupted traditional management patterns, requiring in-depth reflection on the evolution of digital-based management methods.
Regarding the education sector, the assessment of ICT equipment in schools predicted the inability to deploy distance learning accessible to all in an equitable manner. This partial digitalization has hindered the objective of pedagogical continuity.
In summary, while digital technologies have enabled the continuation of activities, this crisis reveals the need to accelerate digital transformation in Morocco to bridge the digital divide and adapt managerial practices to the new challenges of teleworking.
The Covid-19 pandemic constituted an unprecedented disruption to the Moroccan economy and society, forcing public authorities to accelerate the digital transition in order to ensure the continuity of essential services and productive activities. Although digital tools have proven to be opportune in addressing health challenges, they have also revealed the extent of the digital divide with the exclusion of rural populations from online platforms.
Teleworking has demonstrated its operational efficiency but raises managerial challenges such as remote management of employees. The crisis has disrupted traditional management patterns, requiring in-depth reflection on the evolution of digital-based management methods.
Regarding the education sector, the assessment of ICT equipment in schools predicted the inability to deploy distance learning accessible to all in an equitable manner. This partial digitalization has hindered the objective of pedagogical continuity.
In summary, while digital technologies have enabled the continuation of activities, this crisis reveals the need to accelerate digital transformation in Morocco to bridge the digital divide and adapt managerial practices to the new challenges of teleworking.
 
Investment opportunities in the FES-MEKNES region: an econometric modeling trial
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The objective of this article is to provide the main factors of attractiveness for foreign investors in the manufacturing and logistics sectors of the region of FES-MKNES in Morocco. The conceptual model was developed from literature review and interviews with a sample of the leaders of foreign small and medium enterprises (SMEs). The empirical analysis is carried out using data from a survey of executives of these foreign (manufacturing and logistics) companies based in the region of FES-MKNES. The use of the Partial Least Squares (PLS) approach allowed us to test the causal links between the various political, economic, social, technological, legal and environmental (PESTEL) factors. The scientific interest of the model is to provide decision makers of the region of FES-MKNES with the recommendations to improve the development and attractiveness of foreign investments in both logistics and manufacturing sectors.
KEYWORDSTerritorial attractiveness; PESTEL; PLS; manufacturing and logistics activitiesABSTRACT
The objective of this article is to provide the main factors of attractiveness for foreign investors in the manufacturing and logistics sectors of the region of FES-MKNES in Morocco. The conceptual model was developed from literature review and interviews with a sample of the leaders of foreign small and medium enterprises (SMEs). The empirical analysis is carried out using data from a survey of executives of these foreign (manufacturing and logistics) companies based in the region of FES-MKNES. The use of the Partial Least Squares (PLS) approach allowed us to test the causal links between the various political, economic, social, technological, legal and environmental (PESTEL) factors. The scientific interest of the model is to provide decision makers of the region of FES-MKNES with the recommendations to improve the development and attractiveness of foreign investments in both logistics and manufacturing sectors.
KEYWORDSTerritorial attractiveness; PESTEL; PLS; manufacturing and logistics activitie