• B. Upendra Rao
• Dr. V. Krishna Mohan
• J. Prabhakar Rao

Mobile banking can be considered virtually to be the bank in your pocket. While the urban folk is availing the most of its advantages, it is yet a distinct proposition for the rural sector to witness its presence in a full swing and reap the benefits thereof. In a way, the rural India is not yet ready to become aware of the technicalities associated there to, for that matter the electronic transaction itself is not comprehensible in their mind-set. This hiatus is not shrinking despite the perennial efforts of the banking sector to induce the concept into the public minds, especially with regard to rural India. The rationale behind this research paper is to make an in-depth analytical study of the contributing factors for this occurrence and explore the ways & means to bridge the gap progressively. A survey has been conducted by taking a sample size of 720 respondents out of 1200 rural habitants surveyed of different demographics of Srikakulam district, Andhra Pradesh, India via self-explanatory and structured questionnaire to elicit their opinions. The data obtained has been tabulated and analysed to identify the factors influencing non-adoption of m-banking services by using statistical tools via ANOVA test for identifying the significant levels to match with the formulated hypothesis. While the concept of mobile banking is highly discouraging in the rural India, the study reveals that the rural Srikakulam district is at its nadir. The incumbent factors for such a state have been compared to that of the national situation and arrived at framing appropriate & viable solutions in a pragmatic manner. This research paper does not only enable the banks to a large extent to modify their existing system to suit the behaviour of rural customers to motivate them towards adopting m-banking services and thus enhance their customer base, but to government also in initiating innovative and easy measures for up-lifting the rural in all fronts including the concept of mobile banking

Mobile banking, E-Banking, Factors for non-adoption of m-banking, Indian banking system.

"M-Banking and the rural India: yet a galactic distance to travel? - An analytical study with reference to Srikakulam District of Andhra Pradesh, India.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.15-39, August-2018, Available :http://www.jetir.org/papers/JETIR1808903.pdf

"M-Banking and the rural India: yet a galactic distance to travel? - An analytical study with reference to Srikakulam District of Andhra Pradesh, India.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp15-39, August-2018, Available at : http://www.jetir.org/papers/JETIR1808903.pdf