Towards an Integrative Model of the Determinants of Satisfaction and Loyalty in Moroccan ETicketing: A Conceptual PLS-SEM Approach

Sofia Saad, Badr Touzi

Digital service transformation is reshaping value creation in online services. In Morocco, e-ticketing platforms are emerging at the intersection of digital commerce, customer experience and an offline event experience. This paper proposes a parsimonious integrative model of the determinants of e-satisfaction and behavioral loyalty in e-ticketing. It combines Expectation-Confirmation Theory, e-SERVQUAL and the IS success model, Trust Theory and selected dimensions of the Technology Acceptance Model, and explicitly separates system, information and service quality. Eleven hypotheses are formulated, and the framework is designed for empirical testing through partial least squares structural equation modeling (PLS-SEM) in an emerging market where trust, perceived security and operational reliability are central.