Title: Adoption and usage of digital banking services: a rural Indian perspective

Authors: Gayatri Samantaray; Pushpendra Khandelwal

Addresses: Sri Sri University, Cuttack, Odisha, India ' Faculty of Management Studies, Sri Sri University, Cuttack, Odisha, India

Abstract: The landscape of banking is shifting as a result of the proliferation of digital banking services, which are enabled by a wide range of applications developed by financial institutions. The rapid rise of digital banking has transformed the Indian financial landscape. Despite the Indian Government's schemes aimed at financial inclusion through cashless transactions and technology-based services, the adoption of digital banking is facing certain constraints in the rural parts of the country. In response, this research makes an attempt to explore the factors that are vital to the adoption and use behaviour towards digital banking in the rural Indian context. User-friendliness and convenience, awareness, digital banking self-efficacy, and trust and security confidence emerged as significant predictors of intention to adopt and facilitate digital banking use behaviour. These findings offer newer insights into this under-explored domain to facilitate conceptual development, strategy formulation, and effective policy development.

Keywords: digital banking; services; adoption; intention; rural India.

DOI: 10.1504/IJSOM.2026.150902

International Journal of Services and Operations Management, 2026 Vol.53 No.1, pp.41 - 58

Received: 04 Jan 2023
Accepted: 11 Jul 2023
Published online: 05 Jan 2026 *

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