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@article{206596,
        author = {Vebisha J},
        title = {A Study of Rural Customers' Satisfaction with Digital Banking in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {2165-2172},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206596},
        abstract = {Digital banking has become an important part of India's financial system, supported by initiatives such as Digital India, Unified Payments Interface (UPI), and the growing use of smartphones. Although digital banking has expanded rapidly across the country, its adoption in rural areas continues to be slower than in urban regions. Many rural customers still face challenges such as limited awareness of digital banking services, inadequate digital infrastructure, concerns about security, and limited confidence in using online financial platforms. Understanding these factors is important to improve financial inclusion and encourage wider use of digital banking in rural communities. This study examines the factors that influence rural customers' satisfaction with digital banking in India by focusing on the behavioral factors that encourage digital banking adoption. The study is based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and incorporates perceived risk to better explain digital banking behavior in rural settings. Primary data were collected from 150 rural respondents using a structured questionnaire. The collected data were analyzed using SPSS through descriptive statistics, reliability analysis, Pearson correlation, and multiple regression analysis. The findings show that social influence has a significant positive effect on digital banking adoption, while perceived risk has a significant negative effect. Performance expectancy, effort expectancy, and facilitating conditions were found to have positive but statistically insignificant relationships with adoption behavior. The results suggest that recommendations from family members, friends, and the local community play an important role in encouraging rural customers to use digital banking services, whereas security concerns continue to discourage adoption. The study provides useful insights for banks, policymakers, and financial institutions to improve rural digital banking adoption through awareness programs, stronger security measures, and customer-oriented digital banking services.},
        keywords = {Digital Banking, Rural Customers, Customer Satisfaction, Digital Banking Adoption, UTAUT, Perceived Risk, Financial Inclusion.},
        month = {July},
        }