The main goal of this study is to measure consumer satisfaction with digital payments with a special focus on the impacts of cyber-security in urban and rural areas. The research utilizes a mixed methods methodology with 500 respondent (250 from urban areas & 250 from rural areas), where we use quantitative surveys and qualitative interviews. While thematic analysis was utilised to examine deeper insights into the views and experiences of the consumers, methods of descriptive statistics and regression analysis were used to investigate the link between cyber-security measures and customer happiness. The research reveals that individuals living in various parts of the nation go through varied experiences, which emphasizes the necessity of more complex cyber-security and simpler to use technologies particularly in rural regions. Greater equalizing of these differences might assist to increase customer trust, contentment, and acceptance of digital payments for a more varied population, the results show.

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Assessing Consumer Satisfaction in Digital Payments: A Comparative Study of Urban and Rural Areas with a Focus on Cyber-Security in Banking

  • P. Komaleka,
  • V. Sivakumar,
  • R. Jeyamathi,
  • G. Suresh,
  • R. Shankar,
  • S. Jayashree

摘要

The main goal of this study is to measure consumer satisfaction with digital payments with a special focus on the impacts of cyber-security in urban and rural areas. The research utilizes a mixed methods methodology with 500 respondent (250 from urban areas & 250 from rural areas), where we use quantitative surveys and qualitative interviews. While thematic analysis was utilised to examine deeper insights into the views and experiences of the consumers, methods of descriptive statistics and regression analysis were used to investigate the link between cyber-security measures and customer happiness. The research reveals that individuals living in various parts of the nation go through varied experiences, which emphasizes the necessity of more complex cyber-security and simpler to use technologies particularly in rural regions. Greater equalizing of these differences might assist to increase customer trust, contentment, and acceptance of digital payments for a more varied population, the results show.