Navigating Digital Inequality: Examining Factors Affecting Rural Customers’ Internet Banking Adoption in Post-COVID Bangladesh

As the world continues to navigate new normal brought about by COVID-19 pandemic, one issue that has come forefront is digital inequality. In Bangladesh, where a significant portion of population resides in rural areas, adoption internet banking been hindered various factors. However, understanding these factors crucial, especially now transactions have become more important. This study aims understand influencing services among customers Bangladesh. To acquire data, questionnaire was administered 443 bank district Barisal. The Exploratory Factor Analysis (EFA) revealed three primary factors: trust compatibility, service benefit, and access consumer education. addition, research sought determine if identified factors, particularly education, varied according occupation income level consumers. Using exhaustive Chi-squared Automatic Interaction Detection (CHAID) analysis, findings education differs significantly level, with business holders being likely than farmers contributes literature providing insights into informing policymakers special needs this demographic.