ESCP Europe

Langue

English

Publication year

01/06/2026

Traditional banking boundaries dissolve as non-banking firms, also known as fintech innovators and tech giants, increasingly reshape digital experiences as well as customer expectations. However, whether customers perceive the service value of digital and traditional banks to be homogenous is still unclear, leading to the question of whether customers’ trust-building process remains identical among service providers. To that end, this study examines the role of socio-technical and operational aspects in gaining users’ trust in the diversified setting of the banking industry. Drawing on impression management and socio-technical views, we develop a framework to examine the factors influencing customers’ experiences with DFS using structural equation modelling and data obtained from 749 users. System security awareness, system-service interoperability, and service impression positively impact users’ assessments and trust in the service. Both service assessment and trust increase users’ likelihood of recommending the service. Lastly, multigroup analysis results reveal consumers’ experiences of digital-only banks, big tech platforms, and traditional banks. This study advances theoretical and managerial approaches to service delivery strategy in the digital era. It addresses a gap in the literature by examining how social factors (service impression) in addition to technical and operational factors (security and interoperability) impact users’ experiences with DFS.