Exploring Rural Household's Adoption of Self Service Technologies in Banking Industry

After the advent of Self-Service Technologies(SST's), there has been a great shift in the way customers interact with the service providers. Any change is not considered worth unless it is usable, understandable and finally adoptable by the user). Many banking organizations at one point of time highlighted their SST capability as USPs. For e.g. Canara bank was the first to release mobile ATMs in India and SB/ also claimed that it has the largest number of ATMs in India. Technological change can happen any time, in any form as it is imminent. When companies introduce innovations such as self service technologies, they have greater challenge of communicating, comforting the consumer to accept change. This paper explores variables of a conceptual model of attitude development by Davis, Bagozzi D Fred and Warshaw. Also an attempt has been made to explore alternatives regarding adoption of SSTs in Indian rural areas.