Purpose Smart banking services (SBS) are critical for developing countries to achieve developmental goals. The success of SBS is dependent on the considerable perceived customer experience of provided services. Based on technology adoption studies, this study aims to model smart customer experience (SCE) outcomes by investigating the relationships between SCE, customer gratitude, continuance intentions and positive word-of-mouth (P-WOM). Design/methodology/approach The current research included 384 bank clients as participants. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings According to the findings, SCE directly increases customer gratitude, continuance intention to adopt smart services and P-WOM. Customer gratitude enhances continuance intentions and P-WOM. Additionally, customer gratitude mediates the relationship between SCE, continuance intention and P-WOM. Finally, the findings revealed that customer innovativeness and optimism play a substantial moderating impact among the variables studied. Originality/value This is the first research to include all of these variables. Furthermore, to the best of the authors' knowledge, this is the first empirical study of these linkages in the banking sector of emerging nations.
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