A study on consumer’s perception towards e-banking services of co-operative banks in rural areas with special reference to Gandhinagar

Abstract

This research paper aims to investigate and analyze the perceptions of consumers residing in rural areas of Gandhinagar towards electronic banking (e-banking) services of co-operative banks in rural areas. As technology-driven financial services continue to expand, understanding how consumers in rural co-operative areas perceive and engage with e-banking is crucial for promoting financial inclusion and sustainable development. Through a combination of qualitative and quantitative methods, this study examines the factors that influence consumers’ perceptions, preferences, and the challenges they encounter when adopting e-banking services. The findings contribute to a deeper understanding of rural consumers’ needs and inform strategies for enhancing e-banking adoption in co-operative banking in rural areas.