Assessing the Effectiveness of Internet Banking Services in Rural and Semi-Urban Areas: A Case Study of Sangli District

Abstract

The purpose of this research is to evaluate the efficacy of online banking services in Sangli district's semi-urban and rural regions by looking at factors including users' knowledge, how often they use the service, how satisfied they are, how secure they feel it is, and the difficulties they've encountered. The study used a descriptive research approach and polled 112 people who were either current or future users of online banking. Structured questionnaires were used to gather data, which was then analysed using descriptive statistics to find patterns and insights. The results show that while many people are aware of online banking, many are either not aware of it at all or just having a limited understanding of it. This highlights the need for more digital literacy initiatives. The amount of time people spend using these services varies; some use them often, while others almost ever use them at all. While most customers are happy, a small number have voiced complaints about service quality and accessibility. Perceptions of security are diverse, with considerable issues around trust and fraud. Problems with internet access, inadequate digital literacy, difficult user interfaces, and low confidence in financial institutions are among the most pressing issues. The research highlights the need of bolstering digital infrastructure, educating users better, and establishing trust in order to increase the efficacy and acceptance of online banking in non-urban and rural areas.