Financial liberalization and technology revolution have allowed the developments of new and more efficient delivery and processing channels as well as more modern products and services in banking industry. Banking institutions are facing competition not only from each other but also from non-bank financial intermediaries as well as from alternative sources of financing. Another strategic challenge facing banking institutions today is the growing and changing needs and expectations of consumers in tandem with increased education levels and growing wealth. Consumers are becoming increasingly discerning and have become more involved in their financial decisions. This paper investigates the factors evaluate the level of utilization of E banking services of the respondents relating to usage of ATM cum Debit/Credit Cards, Internet Banking and Mobile Banking as well as to find out the reason for restricted usage of E banking service among rural customers. 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.
Keywords : E banking, Rural customers, Internet banking.