A Study on Awareness of E-Banking Service among Rural Customers in India

Abstract

E-banking service adoption among rural customers in India has seen significant growth in recent years, fueled by advancements in digital infrastructure and the government's push for financial inclusion. Despite the challenges posed by limited internet connectivity and lower digital literacy in rural areas, several factors have contributed to the increased uptake of e-banking services. Mobile banking, in particular, has played a crucial role, as it allows customers to access banking services through basic mobile phones, overcoming the barriers of smartphone penetration. Furthermore, government initiatives like Jan Dhan Yojana, aims to provide household in India with a bank account, have helped in bringing previously unbanked rural customers into the formal banking system, making them more receptive to using e-banking services. Financial institutions and policymakers have also collaborated to promote financial literacy and digital awareness, empowering rural customers to embrace e-banking safely and effectively. As digital infrastructure continues to improve, and as customers experience the benefits of e-banking firsthand, it is expected that the adoption of e-banking services among rural customers in India will continue to grow, contributing to greater financial inclusion and economic development in these regions.