M-Banking and the rural India: yet a galactic distance to travel?. An analytical study with reference to Srikakulam District of Andhra Pradesh, India

      Аннотация: Mobile banking can be considered virtually to be the bank in your pocket. While the urban folk is availing the most of its advantages, it is yet a distinct proposition for the rural sector to witness its presence in a full swing and reap the benefits thereof. In a way, the rural India is not yet ready to become aware of the technicalities associated there to, for that matter the electronic transaction itself is not comprehensible in their mind-set. A survey has been conducted by taking a sample size of 720 respondents out of 1200 rural habitants surveyed of different demographics of Srikakulam district, Andhra Pradesh, India via self-explanatory and structured questionnaire to elicit their opinions. While the concept of mobile banking is highly discouraging in the rural India, the study reveals that the rural Srikakulam district is at its nadir. This research paper does not only enable the banks to a large extent to modify their existing system to suit the behaviour of rural customers to motivate them towards adopting m-banking services and thus enhance their customer base, but to government also in initiating innovative and easy measures for up-lifting the rural in all fronts.

Ключевые слова: Mobile Banking, E-Banking