BANKING SECTOR: A STUDY ON RURAL CUSTOMERS

Banks play significant role behind the development of rural economy. Rural masses face difficulties to avail banking services. The number of bank branches in rural areas is inadequate. Rural customers suffer due to poor infrastructure of banks. Rural customers avoid online banking due to security threat. Urban customers avail online banking more than rural customers. Urban customers are more aware than rural customers regarding banking facilities. Banks suffer to provide facilities properly for bad internet connectivity. Banks emphasize for increase banking habits among rural masses. Banks provide credit facilities to farmers, small entrepreneurs and artisans. Rural masses avoid banking services due to high bank charges. Bank staff can not communicate with masses in rural areas. The objective of this paper is to analyse the role of banks towards the development of rural areas