Awareness of E-Banking Services among Rural Customers


Authors : Reshma S, Aiswarya Devi S, Sr. Binu K J.

Volume/Issue : Volume 2 - 2017, Issue 4 - April

Google Scholar : https://goo.gl/mzyTpD

Scribd : https://goo.gl/3r76Tv

Thomson Reuters ResearcherID : https://goo.gl/3bkzwv

Banks are constantly searching for ways to improve profitability. Within the Indian financial sector, the role of the rural banks is important but not apparently pre-eminent. The rural banking system is clearly more inclusive of low income families than those provided by the commercial banks. This paper discusses development of internet banking in rural areas. The applications of internet banking of several rural consumers in rural areas are investigated and examined. The research objective is to identify the relation between demographic factor like gender, age, occupation, education, and income of rural consumers. Primary data was collected from 200 respondents through a structured questionnaire. Descriptive statistics was used to explain demographic profile of respondents and Factor and Regression analyses were used to know the factors affecting e banking services among rural customer in Kerala. The finding depicts many factors like security and privacy and awareness level increased the acceptance of e-banking services among Kerala rural customers.

Keywords : E Banking, Customer satisfaction, Rural Consumer.

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