RURAL URBAN DIVIDE IN TECHNOLOGY USAGE OF CONSUMERS IN BANKING INDUSTRY: A STUDY IN ASSAM

Abstract

The study is an attempt to investigate the difference in terms of using different technology based banking services between rural and urban bank customers in India. The study findings reveal that, there is a distinct variation observed between rural and urban bank customers in terms of different technology based banking service usage, non-usage and not being aware of the services, frequency of usage, purposes of using, the extent of familiarity with computers, internet and smart phone usage. Urban customers can be considered as having high propensity to use different technology based banking services as their usage rate supersede non usage rate except for credit cards and M-Pesa. Urban bank customers are frequent users of technology based banking services whereas rural bank customers limit their use of these services to just fewer times a month.