Customer-Centric Service Design and Sustainability in Green Retail Banking: A Service-Dominant Logic Perspective from an Emerging Economy

Retail banks struggle to integrate sustainability into omnichannel service design, often prioritizing convenience over environmental and social gains. This study examines how customer-centric digital platforms, sustainable branches, and online-offline integration drive sustainability in Ghana’s retail banking sector. Findings show that customer-centric digital platforms and sustainable branch designs boost environmental and social sustainability in Ghana’s retail banking. However, integrated online-offline experiences enhance social sustainability but may harm environmental outcomes, suggesting rebound effects. Using service-dominant logic, this study of 900 bank customers shows omnichannel integration isn’t inherently eco-friendly in emerging markets. Findings guide managers and policymakers in designing sustainable, inclusive banking services.