With the increase in digitalization in the banking sector in India, the doors of financial services have been opened to more people. However, adoption in rural areas is still driven by customers' perceptions of security and privacy. The study explores how these factors influence the acceptance of digital banking services among rural customers in selected districts of Odisha. Primary data were gathered through structured questionnaires from users of both public and private sector banks, and then analyzed with the help of statistical tools like correlation and regression analysis. The findings show that while awareness regarding digital banking is increasing, issues related to the safety of transactions, data privacy, and reliability of systems still act as a hindrance to large-scale adoption. This study also finds that customers have more trust in banks in terms of the security measure taken up by them, which further enhances their ability to embrace digital platforms. The research emphasizes the need for strengthening cyber security systems in banks, transparent privacy policies, and promotion of digital literacy programs. In fact, these will be crucial in enhancing customer confidence and promoting inclusive digital financial participation in rural India.
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