Zungu, Nkululeko PraiseGodAmegbe, HayfordHanu, CharlesAsamoah, Emmanuel Selase2025-02-202025-02-202025-01-12Zungu, N.P. et al. 2025. AI-driven self-service for enhanced customer experience outcomes in the banking sector. Cogent Business & Management. 12(1): 1-21. doi:10.1080/23311975.2025.24502952331-1975 (Online)https://hdl.handle.net/10321/5781this study examines the influencing value factors of artificial intelligence (ai)-based self-service technology delivery, self-service customer experience, and outcomes based on customer value theory and trust-commitment theory. this study adopted a quantitative research approach. Four hundred and twenty-two bank customers who use ai-based self-service technology were sampled for the study. structural equation modelling was employed to analyse the data. the study reveals that personalisation influences ai-based self-service customer experience, and convenience significantly and positively predicts ai-based self-service customer experience. time spent, and ai-based self-service customer experience yielded significantly positive results. ai-based customer trust and self-service customer brands also had a significant positive relationship. however, the study did not find support for aesthetic and ai-based self-service customer experience. this study’s novelty is identifying the customer value factors that influence ai-based self-service experience in an emerging country using the customer Value theory (cVt) and trust-commitment theory (tct) frameworks.22 pen1503 Business and Management3507 Strategy, management and organisational behaviourArtificial intelligence (AI)Customer self-service experienceCustomer value theory (CVT)Trust-commitment theory (TCT)TrustBrand loveArticle2025-01-2810.1080/23311975.2025.2450295