A Study of the Factors That Influence Rural ...

A Study of the Factors That Influence Rural Customers Awareness of E-Banking Services in Bharathinagara Maddur

Author Name : Sreenivasa H, Dr. Ganesh K T

DOI: https://doi.org/10.56025/IJARESM.2023.120124894

ABSTRACT E-banking services refer to the digital platforms and functionalities offered by banks to enable customers to conduct various financial transactions and activities through electronic channels. These services are typically accessible via the internet or mobile devices, providing convenient and efficient ways for customers to manage their banking needs remotely. This study employs both primary and secondary data collected from rural customers in Bharathinagara, Maddur. The sampling method used is convenience sampling with a sample size of 150 respondents. Statistical tools include Frequency, Percentage, Pie chart, Likert scale, and Weighted mean score. This study investigates the factors influencing rural customers' awareness of e-banking services in Bharathinagara, Maddur. In rural areas, where access to traditional banking services may be limited, understanding the determinants of e-banking awareness is crucial for promoting financial inclusion and enhancing banking accessibility. Through surveys and data analysis, this research aims to identify the key factors that impact rural customers' awareness of e-banking services. Factors such as technological infrastructure, educational background, socio-economic status, and perceptions of convenience and security are examined to assess their significance in shaping e-banking awareness among rural customers. The findings of this study are expected to provide valuable insights for policymakers, financial institutions, and other stakeholders in devising strategies to improve e-banking adoption and utilization in rural communities, thereby contributing to the advancement of financial inclusion and digital banking services in Bharathinagara, Maddur.