<![CDATA[Purpose: This study develops an integrative conceptual framework linking Explainable Artificial Intelligence (XAI), AI-enabled Marketing Management Capability, Customer Trust, Customer Engagement, and Customer Loyalty in banking and related financial services. It synthesizes evidence across banking contexts without assuming validation within a single segment. Design/methodology/approach: A systematic literature review followed PRISMA 2020 and covered Scopus, Web of Science, ScienceDirect, Emerald Insight, and Google Scholar. Because original database search logs were unavailable, the search strategy and selection process were retrospectively reconstructed from available documentation. Of 360 identified records, 23 peer-reviewed English-language journal articles published between 2022 and 2025 were included. The studies were analyzed thematically, supported by study-level quality appraisal and claim-to-evidence mapping. Findings/Results: The evidence remains fragmented across technological, organizational, and customer-relational domains. Evidence concerning XAI and customer perceptions, trust, and satisfaction is limited, whereas AI-enabled banking research provides broader evidence on service quality, satisfaction, decision-making, and customer outcomes. The Trust–Loyalty relationship receives comparatively stronger empirical and review-level support, while the Engagement–Loyalty relationship is supported by empirical studies in digital banking. However, loyalty operationalization varies across studies. AI-enabled Marketing Management Capability is an author-synthesized concept rather than an established, validated construct. The complete proposed pathway remains empirically unvalidated. Originality/Value: The framework integrates fragmented evidence and distinguishes empirical, indirect, conceptual, and author-derived relationships, providing a basis for future empirical testing.]]>
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