Since from the nationalizing the 14 Indian banks in 1969 many reforms are introduced in Indian banking sector. The expansion of the banks has done in around the capital cities, big cities, district headquarters and other prominent places only. According to the World Bank’s report in 2018, only 25% of Indians have formal banking services. Moreover this problem is much severe in rural India because comparatively with the urban branches, the rural branches have poorer clients, very small transactions and generating fewer profits. However for the penetration in to the rural and to maintain the break-even instead of establishing the physical branches, they started providing the web based services like internet banking and mobile banking. This paper attempted to understand the motivating factors like perceived value, perceived usefulness, perceived risk, relative advantage and social influence to adopt the mobile banking and their impact over customer satisfaction in the state of Telangana rural areas.
Volume 11 | Issue 6
Pages: 318-321