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Research Article Open Access

An Empirical Study of Rural Customer’s Satisfaction from EBanking in India


In India there are 6, 40,867 villages and 68.84% of population resides in rural areas that offer a huge potential to the economy (Census 2011). Banking sector being the forefront of the economy has ventured into many innovative services to cater the need of these non-urban residents and e-banking is one of the most splendid offers in this context. E-banking has alchemized the conventional way of banking through providing countless benefits to its users. But the adaptability of e-banking in rural areas is not in consensus with the proliferate growth of e-banking observed in other areas. In this context the present paper attempts to explore different factors that might be interrupting the burgeoning development of e-banking in rural areas. The study is based upon the primary data collected from 520 rural respondents regarding 17 variables which are expected to affect the satisfaction level of e-banking users. The data has been tested through Cronbach Alpha, Kaiser-Meyer-Olkin measure, Bartlett’s test and correlation among different variables. It has further been analyzed though factor analysis, regression analysis and ANOVA. The study attempts to submit some suggestions to enhance the level of overall satisfaction of rural customers and resultant rise in the propensity to use e-banking as a primary channel of banking.


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