A STUDY ON CONSUMER’S PERCEPTION TOWARDS E-BANKING SERVICES OF CO-OPERATIVE BANKS IN RURAL AREAS WITH SPECIAL REFERENCE TO VIJAPUR TALUKA

Abstract

This research paper aims to investigate and analyze the perceptions of consumers residing in rural co-operative areas towards electronic banking (e-banking) services. 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, their preferences, and the challenges they encounter in adopting e-banking services. The research given to a depth understanding of rural consumers' needs and inform strategies for enhancing e-banking adoption in co-operative banking environments.