Impacts of AI-integrated services and corporate reputation on digitalised banking recommendations: a view of goal-framing theory

Purpose The convergence of banking operations with advanced technologies is beyond technical and signifies the shift toward customer-centric banking experiences enabled through strategic service delivery. To that end, this study investigates the effects of AI-integrated banking services and corporate reputation on customers’ assessment and intention to recommend digitalised banking services (DBS). The study further examines the mediating role of DBS assessment and compares these relationships across customer groups distinguished by varying levels of financial literacy and attitudes toward promotional offers. Design/methodology/approach Drawing on goal-framing theory (GFT), this study employs partial least squares structural equation modelling (PLS-SEM) and multi-group analysis to analyse data collected from 758 DBS users. The model incorporates both service-level factors and individual-level characteristics, including financial knowledge and attitudes toward promotional offers. Findings The results reveal that AI-integrated services and corporate reputation significantly influence customers’ assessment of DBS, exerting both direct and indirect effects on recommendation intention. The influence of AI-integrated services is fully mediated by DBS assessment. Multi-group analysis further shows that customers with low financial knowledge rely more on corporate reputation, whereas those with high promotion attitudes are more responsive to AI-integrated services. Research limitations/implications This study extends goal-framing theory to the context of AI-enabled banking by identifying the mediating mechanism of service assessment and exploring the moderating effects of customer traits. Practical implications The findings offer actionable insights for financial institutions and policymakers. Clearer AI-related guidelines and digital finance education strategies can empower underserved users. Inclusive service design and trust-building strategies can enhance engagement among diverse customer groups. Originality/value This study is among the first to jointly examine the effects of AI-enabled DBS design and corporate reputation on DBS recommendation intention while accounting for key customer characteristics.