IMPACT OF ONLINE BANKING ON RURAL CUSTOMERS : A STUDY

Banks deliver online banking facilities to customers with the help of advanced technology. Rural customers avail online banking less than urban customers. Banks emphasize to increase online banking habit among rural customers. Rural customers are not properly aware about online banking. Both private and public sector banks have inadequate number of branches in villages. The infrastructure of banks in rural areas is very poor. The internet service in villages is very poor. Rural customers have inadequate knowledge about online banking. Rural customers ignore online banking due to high bank charges. Rural customers avoid online banking due to security threat. The study is based on both primary and secondary data. Primary data has been collected from the state of West Bengal. Secondary data has been collected from journal articles. In this paper, an attempt has been made to find out the impact of online banking on rural customers.