Shifting Consumer Attitudes Towards Online Banking: Evidence from Rural Kerala

Abstract

The spread of e-banking has brought notable changes to the financial sector by improving convenience, reach, and reducing service costs. However, customer perception in rural settings remains an area that requires deeper understanding. This study looks into the factors influencing the attitude of customers towards online banking in rural Kerala. Primary data was gathered from 100 respondents through stratified random sampling, supported by secondary sources. Two-way ANOVA was used to assess how demographic factors such as age, education, income, and occupation affect e-banking usage. The findings show that while basic services like fund transfer and bill payment are commonly used, concerns regarding security, lack of technical skills, and limited awareness continue to act as barriers. A visible shift towards mobile banking and UPI platforms is also observed. The study suggests the need for better digital literacy, enhanced security measures, and more user-friendly platforms to promote wider usage.