Volume: 19 Issue-01 (January-June) 2024

---

"ENHANCING RURAL FINANCIAL INCLUSION: A STUDY ON DIGITAL BANKING SERVICES AND CUSTOMER SATISFACTION IN UNIVERSITY OF MUMBAI REGION”

ABSTRACT

The relationship between banks and their customers has undergone a significant transformation, shifting from a focus on operational aspects to a customer-centric approach, driven by continuous advancements in the banking industry. This transformation has witnessed the shift from traditional brick-and-mortar banking to branchless alternatives, such as ATMs, POS systems, internet banking, mobile banking, and kiosk banking. Banks are embracing these new technologies, recognizing the pivotal role of mobility and customer convenience in driving growth. One contemporary approach to extending financial services to underdeveloped regions is through digital banking. While Digital banking services have experienced substantial growth in India, with ATMs, computers, and smartphones becoming the primary channels for daily banking, the traditional branch network is expected to remain relevant for the foreseeable future. The researcher employed primary data collection methods to gain a comprehensive understanding of customer awareness and satisfaction. This research paper focuses on examining the role of digital banking in rural areas. The study was conducted with the primary objective of elucidating the impact and significance of Digital Banking on customer awareness and satisfaction, particularly in specific geographic areas.

FULL TEXT

PDF