Customers Perception towards Mobile Banking Services with Special Reference to Dehradun District of Uttarakhand: A Critical Analysis

The banking sectors have to adopt the modern technology to provide effective banking services to its customers. It plays a vital role in the economic development of the region in the area of its operation. This paper focuses on the importance of mobile banking services and its awareness among the rural customers in the Dehradun District of Uttarakhand.In this study, the researcher has selected 250 respondents who are aware of the modern technology and use mobile banking services. It aims to understand the perception and customer satisfaction of mobile banking services among rural banking customers. The research is descriptive in nature. The study uses pre-structured questionnaire for survey using non-probability sampling. The study attempts to understand the benefits and limitations of mobile banking with special reference to Dehradun District among the rural bank customers availing mobile banking services. With increasing demand from the consumers for effective mobile banking services, the rural banks have been constantly thinking of innovative customized services to remain competitive in the market. The preference of the rural bank customers is clearly evident as various electronic channels like ATM's, mobile banking and internet banking has entirely changed the perception of people towards banking services provided by banks in the market. The mobile banking service is spreading like a virus among the rural customers due to its advantages and also due to increase in the number of mobile subscribers in the rural areas. The researcher has analyzed the data collected from the respondents with the help of percentage & interpreted the various figures to arrive at the conclusion of the paper. Further, it attempts to educate rural banks to promote the awareness level among the rural customers about mobile banking services through a financial literacy campaign in the District for their customers.