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Creating Value Proposition for Rural Banking Customers in Emerging Markets: Adoption of Mobile Banking Technology Induced by Disruptive Events in India

In: Business Advancement through Technology Volume I

Author

Listed:
  • Sana Moid

    (Amity Business School, Amity University Uttar Pradesh)

  • Nitin Shankar

    (SR Business Analyst, Bytexus Software Solutions Pvt. Ltd)

Abstract

The study aims at investigating the factors affecting Mobile Banking Technology adoption by rural Banking customers as drivers and restraining factors from the perspective of rural people in Central Uttar Pradesh, India. The study will also assess the Covid-19 induced behavioral change in the rural banking customers spurting mobile banking technology adoption and has further analyzed if the behavioral intentions have been influenced by black swans (Demonetisation, Pandemic). Sample population is drawn from villages of six districts of Uttar Pradesh, India (Badaun, Bareilly, Sitapur, Shahjahanpur, Pilibhit, Rampur). Out of 215 responses 168 responses were fit for the research study. Data is analysed using descriptive statistics and Multiple regression model for finding out the impact of various factors on the mobile banking adoption in rural banking customers.

Suggested Citation

  • Sana Moid & Nitin Shankar, 2022. "Creating Value Proposition for Rural Banking Customers in Emerging Markets: Adoption of Mobile Banking Technology Induced by Disruptive Events in India," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Alkis Thrassou & Demetris Vrontis & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), Business Advancement through Technology Volume I, chapter 3, pages 47-72, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-07769-2_3
    DOI: 10.1007/978-3-031-07769-2_3
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