A STUDY ON MOBILE BANKING ADOPTION IN SEMI-URBAN INDIA AT AIRTEL

This paper examines the factors influencing the adoption of mobile banking in semi-urban India within the context of Airtel's mobile banking ecosystem. The research examines how perceived value, simplicity of use, trust in the service, network quality, and familiarity with digital technology influence customer adoption behavior across different regions. Insufficient financial awareness, inconsistent connectivity, and safety apprehensions are identified as obstacles to service uptake. This research integrates consumer survey data with an analysis of Airtel's service architecture to offer evidence-based recommendations for improving financial inclusion and mobile banking uptake in semi-urban regions of India.