A rural customer's preference on mobile banking services: Case of Satara district

Purpose – The purpose of this study is to investigate Mobile banking services preferred by the Mobile banking user from the rural areas of Satara district. Research Methodology – For this research only primary and secondary data sources were used. To accomplish the study aims, the secondary data was collected from various online journals, magazines, text books, new paper articles etc. And the primary data of 300 Mobile banking users from rural areas of Satara district were collected. Simple Random Sampling methods were used to select rural areas from Satara district. Findings – Study found that Male mobile banking customers was around 69% followed by Female 31%. Proportion of using Mobile banking services like online recharge, Bill payment, fund transfer, generating online statements etc. is more than 70%. But only 37% mobile banking customers preferring for online Dish TV recharge. 54.33% Mobile banking users are from Nationalized banks whereas 40% from Private bank and only 5.67% from Co-operative banks.