Barriers affecting User adoption towards mobile banking in Rural Gujarat

Abstract

Worldwide, 1.7 billion population—especially those who reside in
remote and rural areas—need access to formal banking services
(WBR, 2023). The notable disparity in the accessibility of financial
services underscores the urgent need to understand the obstacles
that prevent rural clients from utilizing mobile banking technologies.
Comprehending the unique challenges faced by rural consumers is
crucial, particularly in light of the growing importance of digital
financial services in enhancing financial inclusion in light of
technological and innovative advancements. The purpose of this
research is to look into the barriers that prevent mobile banking
services from being accepted and used. The study has significant
ramifications for industry and academics as a whole.