Understanding the link between ICT evaluation and digital communication skills : Case of SME managers in Morocco

Abstract

The integration of information systems adds a more strategic dimension to the activities of organizations. The implementation of Information and Communication Technologies (ICT) in the daily activity of the collaborators is approached to put forward mechanisms and tools that lead to it. Today, managers need new approaches specializing in the search for innovation of these new forms of action through technology to cope with the new ways of working required by the digital world. However, several researchers have identified ways in which SMEs can significantly benefit from the adoption of ICT. The main benefits of ICT include: improve communication between different departments of the firm, easier and cheaper connection through the expansion of the customer database through digital marketing, reduction of geographical barriers with suppliers and international customers and communication costs, etc. (Clarke S. et al. 2009, p. 12; Boufarouj & Mdarbi 2022, p. 8).

This paper analyzes whether ICT evaluation is in line with the acquisition of new digital communication skills among SME managers in Morocco. A total of 86 surveys were conducted with 116 professionals. The results indicate that utility, usability and acceptability, dimensions of ICT evaluation and use, have a positive and significant impact on the digital communication skills of the actors in question. The findings highlight the importance of the integration, evaluation and success of ICT in improving the performance, results and competitiveness of SMEs in Morocco.