E- banking service in rural Punjab –– emerging issues, challenges & potential strategies to create awareness among rural masses Dr. Uppal R.K.*, Ms. Baghla Aditi** *Head, P.G Department of Economics, D.A.V College, Malout, Punjab **Assistant Professor, Department of Commerce, G.C.A.M College, Abohar, Punjab Online published on 7 September, 2012. Abstract This paper assesses the current status of developments in e-banking in rural areas of Punjab & explores how more awareness can be created for e-banking to make the work easy & time savvy. The study focuses on perception & selection parameters. On the basis of empirical study which was Conducted in Rural Punjab, July 2012, the study concludes that all the factors play a vital role for developing more e-banking services in rural segment of Punjab. Perception factors include availability of more products and services, courteous behavior of the bank staff, sound reputation of the bank, easy procedure and less formalities & better customer relation management. Selection factors include convenient location of bank, convenient access to e-channels & convenient location of ATM's. Overall study concludes that availability of more products and services is an imp factor for three segments of the Punjab i.e. 58.33 pc. Better customer relation management also plays an imp role for availing more e-banking services i.e. 56.67 pc. Courteous behavior of the bank staff is again an imp factor i.e. 37.67 pc. sound reputation of the bank & easy procedure and less formalities should be there preferred by respondents i.e. 35 pc & 49 pc respectively. Selection factors like Convenient location of a bank is an imp factor i.e. 64.33 pc. Convenient access to e-channels considered imp by respondents i.e. 49 pc followed by convenient location of ATM's i.e. 53.33 pc. Ultimately the paper suggests that overall satisfaction of the rural customer towards the e-banking service provided by the banks is good. All the banks should concentrate more on responsiveness. The study also finds out the strategies to overcome the problems of awareness. On the basis of empirical study results, we try to make some potential strategies which can create awareness among the rural masses. Top |