Digital Service Quality and Customer Loyalty: A Systematic Review of Trust and Perceived Value in Online Banking

Abstract

Purpose: The objective of this systematic review is to summarize empirical findings from the last two years (2024–2026) regarding the relationships between digital service quality, trust, perceived value and customer loyalty in online banking. It looks at the effects of the dimensions of electronic service quality – both directly and indirectly – on loyalty, through the cognitive and affective mechanisms of trust and perceived value.

Design/Methodology: section outlines the methods used to identify peer-reviewed studies from the last three years (from 2024 to 2026) from the following databases: Scopus, Web of Science, ScienceDirect, SpringerLink, MDPI, SAGE, and Emerald. Twenty-eight empirical and review studies were found relevant for the thematic synthesis process following screening in line with PRISMA.

Findings: reliability, security, privacy, website design, and responsiveness, which all are important factors in determining loyalty. Trust and perceived value are two mediating variables: Trust provides a bridge between the statements of service quality and the commitment, whereas perceived value provides a bridge between the functional and emotional benefits and the continuance intention and recommendation. In the recent 2025–2026 literature, Artificial Intelligence (AI) is emerging as a new construct that either dampens or amplifies the relationship between quality and loyalty.In the recent 2025–2026 literature, a new construct that is emerging to moderate or strengthen the linkage between quality and loyalty is Artificial Intelligence (AI).

Originality: This review aims to present an updated integrative framework for both scholars and practitioners, by focusing only on the most recent research period (2024-2026) and the adaptation of online banking research to the new context of online banking that is becoming more digital, hyper-personalized, and reliant on AI to build trust, this review reflects the new post-pandemic reorientation of online banking research.